Como assíduo leitor de tudo que o autor Seth Godin escreve (livros, blog, Squidoo), comecei a me interessar um mais sobre o design. As minhas experiências profissionais sempre foram na área de marketing, que pretendo continuar focando nesta área, e segundo o próprio Godin um "marketeiro" tem que entender de design, seja para brifar uma agência, seja para cobrar resultado deles, ou mais complexo ainda, para entender a forma que os designers usam para desenvolver um projeto, ou resolver um problema. Os dois primeiros motivos são fáceis de visualizar a aplicação deles na prática, mas o último é mais difícil de imaginar como funciona. Procurando entender mais sobre esse assunto descobri que este modo de resolver problemas dos designers é chamado de Design Thinking. A maior autoridade do D. Thinking é o fundador da renomada companhia de design a IDEO, David Kelley, que em uma entrevista para o site da Fast Company, disse que eles (designers thinkers da IDEO) “deixaram de se verem com designers para se verem pensadores de design, e que esta mudança trás uma confiança aliada com a criatividade de que quando dados problemas difícil, eles tem uma metodologia que os possibilita a trazer uma solução que ninguém nunca teve antes.” Para ficar mais fácil de entender veja o vídeo postado no blog do Marcelo Cherto (sócio da consultoria Growbiz) abaixo: www.hsmglobal.com
O problema é aonde estudar mais sobre esta metodologia aqui no Brasil. Segundo o próprio Cherto em uma entrevista a HSM, a maioria dos cursos está nos Estados Unidos e demandam tempo e bastante dinheiro. Ele ainda comentou que já existe um projeto para a criação de um curso no Instituto Europeu de Design focado no D. Thinking. No blog espaço.com li um post informando que a EPSM terá o primeiro curso de D. Thinking to Business do Brasil. A primeira turma começará em 17 de maio de 2010.
Para ilustrar um pouco melhor dos resultados desta metodologia segue abaixo o "Talk" do David Kelly no TED:
Lançado ontem e produzido pela dyson, este ventilador não tem pás, com um design moderno serve até como decoração. Muito melhor do que os ventiladores comuns de hoje em dia! O ventilador esta disponível no site da empresa em 3 cores (preto, azul e prata) e em 2 tamanhos diferentes 12'' e 10" que custam respectivamente US$329,99 e US$299,99 ("salgado").
Esta é a nova versão do vídeo "Did you know", trás números muito interessante e fala sobre a convergência das mídias e como novas mídias vem ganhando adeptos rapidamente e as antigas perdendo.
I arrived in New Zealand on June 17th 2008, with some goals to reach: take a business course, find a marketing job, apply for a Master in Marketing scholarship, spend some time just Gabi and I and if we were really enjoying living here we would stay for a long period. Well the plane tickets are bought and we are going back to Brazil on August 21st and it’s time to measure what happened this year abroad.
I took an one year long business course, which was focused in general business, an uni review, but in English. So I’ve improved my English a lot! I found a marketing job, after 8 months trying and receiving a lot of “NO’s” I did not give up. In March I started to work at foodfirst, a food distributor cooperative, as a marketing and sales analyst. It was a very good professional experience also a cultural as one of the managers is English, the other German and the Chairman is Kiwi (very nice people).
I did not apply for the scholarship because I think now it’s not the time neither New Zealand the place. In my opinion it’s time to gather more professional experience and to study a little bit more and then take a master degree. And not in New Zealand, I think that there are other places that can offer better courses than here, such as Europe, North America and even Australia.
The time that I’ve spent just Gabi and I was awesome! We know each other much better know this kind of “trial” couldn’t be better. We now think as a couple and not as individuals, we take decisions together, we plan the future together, we control our budget together and we support each other.
Although I am happy reaching these targets an abroad experience can offer you much more than those simply goals. It is an opportunity to improve your self, become more independent, to not worry about people’s opinion (you don’t know anybody), learn to do thing that you already knew how to do in a different way, listen to new music, meet new people, learn how to iron a shirt, how to cook, you learn new things every single day. I also started to see the good things that I left in my country and how they influence to shape who I am. The Brazilian hospitality, and the flexibility, my family background, all are variables that made this experience easier and joyful.
We've decided to go back because New Zealand is a quite small country (4 million people) and now we think it’s time to focus in our careers, and here it’s is not definitely the place. We also are more the city kind of person, and even in Auckland, which is the biggest city in NZ it seems you are in a countryside town. Maybe we come back to retire.
Overall it was a great experience that made me grow, and I recommend it! And the lesson is: diversity is the key to improvement.
Gabi and I went to Coromandel yesterday. It's good to travel a little bit and see something that's not the Queen St. When I go to places like Coromandel I remember why I've chosen New Zealand. It's a gorgeous place, and it's a must visit if you come to New Zealand.
Things to do there: - Cathedral Cove; - Coromandel town; - Hot Water Beach
Schematic, which is a WPP digital company, has developed the "Touchwall" for the Cannes Lions festival. It will serve as an information hub. It is displayed in a huge screen and stores a lot of information such as: the complete festival program, 3D maps of the event and surrounding area, and information on local restaurants and bars.
This week I am sending some CV´s to a few ad agencies. As they receive a lot of CV´s I´ve decided to do something different so they will at least have a look at it.
The plan is to work during the mornings at foodfirst, where I can develop my analytical and business in general skills. And during the afternoon work in an ad agency, where I can develop my creativity, which is a very important characteristic but most of times is not taught in business school. It is important mainly because I want to open my own business in the future, and the more creative you are the better you can deal with adverse situations, such as: low resources, economic crises, and others. I think this opportunity is a very important one for me to make my dreams come true.
What can I offer to an ad agency? Well I've worked for companies such as HSBC and Kraft Foods, and I know the client expectations and what are the things that they do not like in an agency. I also can offer a willingness to learn, curiosity and a commitment with work and delivering my best.
So if you are from an agency and you are reading it right now, call me to an interview, I am sure that you won't regret. *The Flyer was designed by Thomas Machado.
While I was reading the Cherto's Blog I saw this film, which is awesome!
In my opinion the most interesting part is the one that show that the jobs that are most popular now doesn’t even existed some years ago. And That's interesting because show's that we are in a constant change and we have to keep ourselves updated. How do I keep my self updated? I read a book a month at least (I started with this goal this year). Currently I am reading Permission Marketing, by Seth Godin, Graphics for Business, by John McWade, and Franchising, by Marcelo Cherto. I also try to look for jobs that will somehow teach me to do something that I've already done in a new way, and in which I can learn new things as well.
But for sure the most powerful tool to keep my self updated is the internet. I follow more than 30 blogs through my Google Reader, and always searching for new in different websites. I also think that the digital social network is a good way. I have the followings: Orkut, Linkedin, Facebook, Lastfm, Drimio, Lovemarks, Twitter and the Better Place one.
Well that's the way I try to gather the most information that I can.
The journey started when I was trying to watch the a film about innovation and climate changes in which were participating:
- Martin Sorrell, Group CEO, WPP, United Kingdom;
- Paul Polman, CEO, Unilever, The Netherlands
- A CEO from Saatchi & Saatchi
This video is from the World Business Summit on Climate Change, which is an interactive panel focus on exploring how the next global treaty can be shaped to encourage business action on climate change. It takes place at the Copenhagen Climate Council. In other words it is a must watch (I will post about it as soon as I finish to watch the film).
So I was watching it at home, but as the Internet here in New Zealand seems to be the dial-up I use to use in 2000 (do you know that here we still have limit to upload and download? strange isn't it?), and to make it worst I have woosh Internet (an advice, never ever choose the woosh Internet company!). And the film is in a webcast that you cannot let it downloading and then watch it, you can only download it and watch the same time (I don't know why they don't upload it on YouTube).
I was very exited to watch the movie so I decided to take my laptop and go to a cafe to do it. The first one that I went was the Gloria Jeans @ the Boarders @ Queen Street, surprise they did not have wireless. OK then I went to Starbucks, surprise surprise... they also did not have this service. Then I went to Esquires, and they have it. I bought a coffee there and they allowed me to use 1 hour of Internet or 60MB. That only lasted to watch 12 minutes of the film.
Ok the I decided to go to Giapo, a nice Gelato shop that I use to work, and I knew that they provide wireless Internet for free there, but the connexion was worst than at home. Ok then I went to a Esquires at the Customs streets, bought a tea to have more 60Mb, surprise again the wireless wasn't work there.
The last choice was the small convenience store in front of my house but the the film website was offline.
What a frustrating experience. Tomorrow I'll try again.
Drimio.com is a Brazilian website for every one that is interested or is even a fan of a brand. It is a space in which you can share your opinion and experiences with the brands and also have a look in what other people opinion and experience. There you can find a lot of brands profiles and you can choose each one you want to connect to. Once you are connected you receive updates about the brand such as news, videos, links, forums and so on. If the brand that you want to connect to does not have a profile, you can create one and feed it with information.
There are a lot of social network sites that permits everyone to talk about brands such as facebook, orkut, beboo and others. But this is specific for brands so people connect to each other trough the brands. There is the lovemarks.com in which you also can create a profile and elect the brands that you like and are open to begin or maintain a relationship and the ones that do not like. But the drimio is much much more easy to navigate, you can upload more information about the brand and you can easier connect with others.
As far as I see this is a powerful channel which companies can use to communicate with consumers that really want to hear from them. As Seth Godin explain in his book Permission Marketing people are too busy to pay attention in everything marketers expect them to. Consumers are spending less time seeking for new products to consume. So you have to get permission from your consumers to communicate to them and not interrupt by TV, newspaper, radio ads, or digital banners, billboards, e-mail marketing for someone that do not want to receive it.
The question is how to get the permission? In my opinion Drimio is a very good option, everyone that join your profile is giving the company the permission, and the company just have to update it's profile with news and everything that is convenient. So it as well a good tool for you to start leading your tribe.
This kind of approach is proved much cheaper and more effective. Now I just wonder if it is going to get as popular as the others social network websites, so it will be really a worth to communicate in it.
This is my profile with the brands that I want to connect to.
Now that I'm homesick I'm listening to Brazilian music... hehehehe
There will be a Marcelo D2 concert here in Auckland, it will be on this Wednesday (27/05) @ Powerstation (35 Mt. Eden Rd) - Price: NZ$75.00 you can buy the tickets at Real groovy, Conch Records and www.ticketmaster.co.nz.
Auckland is classified as the 4th city with the best quality of life in the world according to the Mercer's 2009 Quality of Living survey. Curitiba, my hometown, doesn't even appear in the ranking, and as a typical Brazilian city has a lot of crime, poverty, a crap public transportation (although all the ad about it, only who needs to use it knows how good it is) and public healthy services, etc.
But even with all those rational reasons to forget about Curitiba I miss it! I've been a year away from Curitiba and I'm missing my family, the barbecues I used to cook with my family, the barbecues that my grandfather, Lenir, used to cook every Sunday, the nights I used to sleep at my grandmother's (Rosa) house, the afternoons that I spent with my father and brother in a kart racing, the pizza that Rosi used to cook when the domestic made had a day off, to go fishing at the beach with my aunt Lenira, to spend a night playing "Age of Empires" at my uncle´s (Lenir) house, to do a "socks war" with my brother and sister, to play PlayStation with my sister Rafa, to play canastra with my father, to study math with my mother during the 7th grade (I almost failed), my grandma's banana pie (Roni). I miss the birthdays parties!
I also miss Gabi's family, that became mine also, going to play soccer in the Saturday morning with Guga and Caio, go to Alba's house to have a afternoon tea.
I miss my friends, going to Itapoá with Álvaro´s family, playing truco in a bar in fort of my university (Mi-Au), the one day travel to the beach (just to surf), doing the final bachelor assignment in which I, Bruno Bassoti and Bruno Manfredine did everything to the funking lazy Maurilio, going to a barbecue in the Leo´s farm, going with Igor to Itapema.
I miss speaking in portuguese, it is so easier to communicate, the food, know the name of the streets. Although all the big problems that Curitiba has, are the details that make me miss it. All the situations that I described above or I´m eating something, or playing something, but what I really miss are the people and spending good time with them.
I don´t know how much time I´m going to spend here, more 6 months, a year or maybe 10 year. Maybe I´ll go to Australia or São Paulo, but I fell that in the end I´ll go back home.
Every day is easier to realize that sustainability is the only way. It´s not the more profitable or nicer, but is the only one that will allow companies to exist in the long term.
Shai Agassi is the CEO of Better Place, a company that has as its mission "End the World's Oil Addiction Trough Sustainable Transportation", what a huge one!
The company exists since October 2007, but I just listened about it last week trough the Presentation Zen blog, that posted about Shai's Ted presentation and this week at Gianpaolo's blog.The main idea is to replace all cars that use oil for electric cars, and it must be a clean electricity (carbon free and renewable). What is very interesting in this project is that they do not stop in obstacles that we have already heard before such as: the battery autonomy is to short, there are no enough charging spots, you have to use the car 2 hours and recharge 22. It gives solutions for the problem, it is not only based in the car and the battery its self, but also in providing charging spots every where, at the mall, at the job, every parking lot. Also based in battering switching stations, as its autonomy is 161Km, there will be theses station at the roads to switch you battery, instead o recharge, and it's going to take an average of 2 minutes, faster than a gas station stop. This is the 2.0 car concept. You can find much more about it at the website betterplace.com.
My opinion is that this project is amazing, so innovative and it is our call help it happen.
This is the new viral from Nike in which the Neymar, a young and very good Santos´s football player, cross and goes to the box to score a goal. It has already 198904 views.
The movie shows the new football shoes "Mercurial".
Ktchafire is a New Zealand Reggae band, from Hamilton.
Although I'm not a "Reggae guy" this band is awesome! I am not a music maven, but I think that the Katchafire music synchronize the melody and lyric so well and they add saxophone, trumpet and trombone, which makes more than only a good "roots" reggae, but it's also a very well played reggae.
Before Gabi arrived here, I use to listen to it almost every day. My flatmate Marcel use to arrive at home, after his job, at midnight and we use to play Pro Evolution Soccer 2009 almost every night listening to Ktchafire. Now with Gabi we listen to it almost every day as well.
Rogério Ceni has a new jersey. He wore the new uniform for the victory of the Marília São Paulo, on Sunday (15/03/09). The shirt displays the following message: "THE GREATEST STRIKER GOALKEEPER IN THE WORLD." Which is true, he has already scored 83 goals in the 849 matches that he played for SPFC (Sao Paulo Football Club), and he is in the Guinness book because of it. But Rogério is much more than a goalkeeper that scores, he is the greatest Sao Paulo's idol, and there is no football player that has ever done as many things for a team as Rogério is doing. Talking to a Carioca* (a person who was born in Rio de Janeiro), Matheus, yesterday he said that Rogério was the best marketer in the sports world, but a poor goalkeeper. I agree that he is very good marketer but I can not agree with the second affirmation. I think he is a bit jealous because Rogerio plays with emotion, and the Flamengo (team which Matheus is fan) do not have such an idol playing. By the way Ronaldo, who is playing @ Conrinthans, is a Flamengo's fan, and he said that if he would come back to Brasil he would play @ Flamengo, but that is not what is happening, why?
About the player Rogério Ceni I do not need to say anything, he has already proved that he is one of the best goalkeepers in the world: São Paulo Futebol Clube * 2008 - Brazilian League Championship
* 2007 - Brazilian League Championship * 2006 - Brazilian League Championship * 2005 - FIFA Club World Cup * 2005 - Copa Libertadores da América * 2005 - Campeonato Paulista * 2001 - Torneio Rio-São Paulo * 2000 - Campeonato Paulista * 1999 - Copa Euro América * 1998 - Campeonato Paulista * 1996 - Copa dos Campeões Mundiais * 1995 - Copa dos Campeões Mundiais * 1994 - Copa Conmebol * 1993 - Mundial Interclubes * 1993 - Supercopa da Libertadores da América * 1993 - Recopa Sul-Americana * 1993 - Troféu Cidade de Santiago de Compostela * 1993 - Taça Libertadores da América * 1993 - Campeonato Paulista - Categoria Aspirante * 1993 - Copa São Paulo - Categoria Junior * 1990 - Campeonato Paulista - Categoria Juvenil
Seleção Brasileira
* 2002 - Copa do Mundo * 1997 - Copa das Confederações
But I want to analyse the Rogério Ceni Marketer. I've read two book lately that seem to explain why he is a myth. The first one is "Purple Cow" by Seth Godin and the second is "lovemarks" by Kevin Roberts.
His first marketing strategy was to introduce the Seth's P, the purple cow, he started to score goal by free kicks and penalties, it was really remarkable, no goalkeeper had ever done it before (Only Chilavert, the Paraguayan goalkeeper, but most of his goals were by penalties, which is not so remarkable), and the idea was easily spread. And of course he is very good goalkeeper catching the ball, otherwise scoring wouldn't be remarkable. So as we know all his marketing was based in his service/product, how can he be a good marketer and not a good goalkeeper Matheus?
And passing the year all the Sao Paulo's fans began to respect him because of his competency as goalkeeper and love him because of his ability with his feet and also cause of the emotion hi shows when he is playing, or only talking about Sao Paulo. So he became a lovemark, and even though he had failed sometimes in his career the fans still supported him, which is very uncommon in the football world, because it is love beyond the reason (although we have a lot of reasons). He is for sure a lovemark. "And what makes a truly great love stand out?"(lovemark book)
Mystery: He has great stories with Sao Paulo Football team, as the one that he won the game against Liverpool FC (see the video) and gave the Sao Paulo the FIFA Club World Cup. Or a simpler one that he is the only player at SPFC that stays alone in the hotel room while all the other players share the room, when the team travel. I don't even know if it is true, but there is the mystery. He is already a MYTH.
Sensuality: If you say Rogerio Ceni, I can see him running from his goal to kick a free kick near to the opponent box, I can see him celebrating a goal that he scored, I can see him complaining with the defence, I can here the tv speaker yelling "Rogeio Ceni" when he makes a good catch, I can hear the SPFC's fans singing "Rogerioooo", I can feel all the emotions I've already felt watching his games.
Intimacy: Rogerio understand his fans emotions, because he feels the same, which is the love for SPFC and the commitment to do the best for it. In orkut, the most famous and used social network website in Brasil, if you search for Rogerio Ceni, you will find more than 1000 communities.
Well the secret to all of it is that he, for sure, loves what he does, and also love the SPFC!
The Adidas did a secret concert with the English duo Ting Tings. In the occasion the brand gave white clothes for the invited and the party was in a white space as well. They also provided pens and paints for them to paint everything they want. Can you see any link with customization? I do!
The main question is, can we measure the target impact of this action per dollar invested and compare with a mass marketing communication results (TV, newspaper)? This is a remarkable action, and I'll spread this idea!
At my birthday, 6th march, I decided to go have lunch, in this so important date, at The Coffee Club driven mainly because of the voucher (that is in the picture), which was supposed to give me a "FREE WINE OR BEER WITH A LIGHT MEAL PURCHASE!"and also because it is a brand new place near home.
So Gabi and I went there asked for 2 light meal (which were ok) and asked for the free drinks, but they were unable to give me the drink because they did not have the liquor license yet, so I ordered 2 cokes, which I paid!
1- If you do a promotion like that be sure that you can give what was promised! Simple!!!
2- Ok something unexpected happened, so at least you should give something for free, more expensive than the drink, to your consumer. And even though your consumer can be disappointed because you lied to him/her.
It is so strange that it is still happening, where are the marketing people? I am not saying the marketing department, but the girl that took my order should have the power to offer me something, she should be the marketer!
I am one of those people that have a music of the momentum. So when I start to listen a music, a singer or a determinate album I keep listening the same for a week, sometimes a month. Yes my life has a Soundtrack! Now I am going to share with you my soundtrack here in New Zealand.
The first one is Feist: Leslie Feist is a Canadian alto singer-songwriter. She performs as a solo artist under the name Feist. (wikipedia)
Discography: 1999: Monarch 2004: Let It Die 2006: Open Season 2007: The Reminder
I really like the calm music with some exited moments, with a very smooth vocal. I listen to her any time, reading, cooking, having dinner, talking to Gabi, by the way Gabi also likes her a lot.
So far so good! First I came alone, it was the most difficult time here. Because I was far away from Gabi, living in a kind of hostel and working in a place that I did not like. But as far as Gabi arrived here things stated to change, and everything seems to be better now. We found a job that we like, at least we hope that we will like cause we are going to start on Monday... heheheh. I live in a very nice (small) apartment, in a good location and we are really enjoying being here. So that's the beginning here, and I thing I'll have a lot of stories to wright in this blog.
Today I read the Seth's blog and there was a very interesting post called "Do I deserve it?". Which is very connect with the Steve Job's speech, it says: "The question shouldn't be, “do you deserve it.” I think it should be, “what are you going to do with it now that you've got it?". People that only complain about their lives, jobs, their boy or girlfriend, and about everything, are too boring. And if you life is like that you are the only guilty, we make our lives what we want it to be. Please don't be the boring one!
Also in the Steve Job's speech he talks about connecting the dots, that we can only connect them looking back and never forward. I decided to come to New Zealand with my heart, I thought that a new adventure would be good for me, but will this adventure be a connected dot in the future? Maybe.
"Tão bom morrer de amor e continuar vivendo."( Mario Quintana)
Some weird things happen in the Brazilian football, and this week another of those has happened. Every championship has it's regulation, and only for following it the Sao Paulo team has received a lot of critics from the rival Corinthans.
This Sunday Sao Paulo (actual Brazilian champion) will play against Corinthans (which has the second biggest firm in Brazil), and the SPFC's board of directories has announced that the will provide 10% of the tickets to be sold to the Corinthans firm, which is according to the regulation. But the Corinthans's board of directors has complained the whole week about this, saying that it is not fair and even sent an official letter to the press saying that the SPFC is "elitist and arrogant".
This kind of posture will only incite the fans to solve this problem the only way they can solve something fighting. And in the end nothing will be resolved.
Datas: Capital: Wellington Largest city: Auckland Official languages: English (98%)3 Māori (4.2%)3 Ethnic groups: 78% European/Other 14.6% Maori 9.2% Asian 6.9% Pacific peoples Demonym: New Zealander, Kiwi (colloquial) Area Total: 268,680 km2 (75th) Population - September 2008 estimate 4,280,0005 (122nd (2008)) GDP (PPP) 2007 estimate - Total $112.703 billion - Per capita $26,610 GDP (nominal) 2007 estimate - Total $128.711 billion - Per capita $30,390
(Datas from wikipedia)
Well as you can see New Zealand is a very small country, with a very calm life style, some times too calm... I've been in New Zealand for almost 8 months, and I've spent a 100% in Auckland, the biggest city in the country and the economic center, even though after 5:00pm you can't find a single shop opened (actually you can find, Mc donald's, Burger king and Starbucks, only those hehehe). Imagine in the country side, where people say that Auckland is a very stressful city to live...
People here are very friendly, a lot of overseas people, so it is easy to fell at home. In Auckland central (where I live) I thing at least 60% of people that walk trough the streets here are foreign, 40% asians.
A good thing is that nobody ever has tried to rob me, and I've not seen some one being robed (weird for brazilians, isn't it? hehehe). It is a very safe country, so you can walk trough the Auckland downtown streets at 3:00am, withdraw money at the atm, and noting happens to you.... heheheheh.
The life cost is quite expensive, but the minimum wage is NZD$12.00 per hour. You will pay in average, in a very small appartment NZD$1,200.00 per month ( very small, one bedroom, one bathroom and a kitchen together with the living room), food is quite expensive as well. The public transportation is very expensive too and dosen't work very well.
In the end is a very good country to live, but I still have to go to other cities to know better the New Zealand ( and certainly will go), and the real Kiwi way of life... hehehe.
My name is Bruno, I am from Curitiba - Brazil, I am 24 years old and I have a Girlfriend called Gabriela. I have a Bachelor Degree in Business Administration, worked as an intern at Red Cell Publicity (an agency from wpp group), at HSBC Bank as a trade marketing intern and at Kraft Foods as a Marketing Assistant. Now I am living in New Zealand to study and work, I am taking a business course, and also living here is a good opportunity to improve my English. I am working @ foodfirst as a mkt & sales analyst.
