MEGH presents its new visual identity, a move that reflects the brand’s evolution and its ongoing commitment to innovation, performance, and excellence in solutions.

We believe that brands are not static. They evolve, adapt, and keep pace with market and industry transformations. And it is precisely this movement that inspires the new phase of MEGH.

More up-to-date, more precise, and aligned with our current times, the new visual identity was developed strategically. Each color, shape, and element reflects how we think, create, and deliver solutions that generate real results for our clients.

This transformation goes beyond aesthetics. It reinforces MEGH’s positioning as a dynamic, innovative company connected to the demands of the sector, while maintaining the essence that has always guided us: restlessness, creativity, and a focus on results.

We continue to evolve, building on the same solid foundation, now with a visual expression that keeps pace with our ideas and the industry.

More than a fresh start, this change reinforces the path we have always chosen to follow.

Welcome to the new MEGH.

MEGH, a Brazilian company specializing in waxes, emulsions, and dispersions, is beginning a new chapter with the structured entry of the second generation into management. The heirs will assume executive positions in sales, finance, corporate management, and marketing, while co-founder and technical director Ricardo Dittmer remains in charge of the technical area.

This movement occurs within a national context where family businesses account for a significant portion of the economy and employment, but still face risks in generational transitions—only about 30% reach the third generation, according to surveys cited by IBGE (Brazilian Institute of Geography and Statistics), the World Bank, and governance entities. The adoption of boards and formal management practices is cited as a factor in the longevity of these processes.

In the new configuration, Bruno Monteiro takes over as Director of Finance and Corporate Management; Leonardo Monteiro becomes Commercial Director; and Ricardo Parciasepe acts as Marketing Manager — in an executive rotation trajectory within a governance structure that includes a board and standardization of processes.

“In the coming years, our mission is to build the platform for MEGH’s growth: better processes, structured communication, and consolidated governance. The goal is simple and ambitious at the same time — to create the conditions for the company’s technical work to emerge and scale,” says Ricardo Parciasepe, Marketing Manager.

Para Bruno Monteiro, Diretor de Finanças e Gestão Corporativa, o foco está em gestão e pessoas. “Cheguei encontrando uma base sólida e dados bem organizados. O desafio agora é engajar equipes, modernizar práticas e acelerar decisões ancoradas em informação, mantendo a saúde financeira e a qualidade do crescimento.”

No comercial, Leonardo Monteiro, lidera a virada de cultura e métodos. “Implementamos ferramentas como planejamento estratégico, OKRs e rotina de metas. É o ‘feijão com arroz’ bem feito que muda resultado e prepara a internacionalização.”

The decision to keep the founder in the technical operation was strategic. “My father remains active as technical director. Our entry is not a disruption; it’s continuity with updating. We bring in learnings from outside and transform them into processes to sustain what already differentiates us,” adds Ricardo Parciasepe.

The modernization agenda includes structuring a previously non-existent marketing area, creating sales routines with goals and a sales funnel, and consolidating management rituals. According to the board, these initiatives increase predictability, strengthen the brand, and support expansion into new markets.

On the financial and corporate front, governance is the priority. Bruno emphasizes that good practices accelerate organizational maturity and reduce risks in volatile economic cycles. “We want to grow with quality, invest in technology, and keep the business healthy—size is a consequence of discipline.”

Leonardo enfatiza a integração entre técnica e mercado. “A MEGH tem tecnologia de alto desempenho. Nosso papel é traduzir isso em proposta de valor clara, com atendimento ágil, portfólio alinhado ao cliente e posicionamento competitivo em novos países.”

A comunicação também muda de patamar. A companhia está padronizando cargos, alinhando perfis públicos — como LinkedIn e porta-vozes — e adotando linguagem adequada a cada canal. A meta é dar visibilidade ao que a empresa já faz e aproximar públicos técnicos e não técnicos sem perder rigor.

“Communicating well isn’t about abandoning the technical aspects; it’s about making them understandable and relevant. When we demonstrate the practical impact of technology, we expand the market and attract talent,” says Ricardo Parciasepe, who rotates through administrative areas to consolidate processes.

O cenário externo corrobora a estratégia. Entidades como o IBGC e estudos de mercado indicam que empresas familiares que adotam conselhos e profissionalizam a gestão elevam resiliência e desempenho — especialmente em fases de sucessão. 

For the next ten years, the vision is one of sustained expansion. “We want to expand our presence outside of Brazil with innovative solutions and, above all, maintain a financially sound and well-managed business,” summarizes Bruno. “Internationalization is about image, service, and consistency.”

In sales, the ambition is to combine technical depth with execution. “A team with goals, market intelligence, and high-level customer service. That’s how we gain speed with quality,” Leonardo emphasizes.

A mensagem final é de continuidade com evolução. “Vamos estruturar a empresa para que o trabalho técnico voe ainda mais alto. Nosso papel é ser a base para a MEGH fazer o que sabe de melhor — inovar”, conclui Ricardo Parciasepe.

Matéria original no empreendesa.com