Senator Flávio Bolsonaro of Brazil is strategically working to reshape his political image as he prepares for a possible campaign in Minas Gerais. In a bid to distance himself from the more ideologically driven image of his father, former President Jair Bolsonaro, Flávio is keen on professionalizing his political strategy and communication. His goal is to create a candidacy that appeals more broadly to the electorate, reminiscent of his father's 2018 campaign strategy that relied heavily on economic expertise by bringing in Paulo Guedes as a trusted advisor.

To reinforce this strategy, Flávio is in talks with experienced political strategists, including the renowned marketer Paulo Vasconcelos, who previously worked with Aécio Neves. This move indicates Flávio's intention to bolster his electoral campaign with well-known figures from the marketing field, aiming to create a platform that resonates more closely with voters looking for pragmatic solutions rather than ideological fervor. The senator's approach highlights a significant shift in how he wishes to present himself in a politically polarized environment.

Furthermore, by building a team that emphasizes economic policy and marketing acumen, Flávio seeks to replicate the successful components of his father's electoral strategy while pivoting towards a narrative that underscores competence and professionalism. This effort illustrates the complexities of Brazilian politics, where moving away from rigid ideological stances could prove advantageous, particularly in a key electoral state like Minas Gerais, which has substantial political weight in national elections.