Are you taking care of yourself?

In the last one year I have been making these questions to myself several times:

- Am I happy with my career?
- Am I driving in the correct road?
- Am I leading my way to the success?
- Am I doing what I love to do?
- Do I know my strengths and weaknesses?

Well, most of us, I think we fail to take a lead in our career, objectives and life. We aim to achieve our objectives and goals, however most of the time without any direction or self-analysis of what we are doing or what we want to achieve.

In my case, the worst happened during the journey I forgot my real goals and desires (for some time), but fortunately I am back to the road!

I am going back to Brazil on 11st September, after some time in UK studying, teaching and working in commercial projects for several companies. I completed an MSc in Strategic Marketing and for a short period of time, I got the conviction or the feeling that an academic route would be a good move, but I was wrong.

I want to go back to the industry, as a marketing manager to work in challenge and stressful assignments, to achieve great results, to fail, to succeed, to learn more, to know more people, to lead teams and do what I most love! I am sure I will be myself again and progress in my personal and professional life!

This is the message: Do not leave the life drives you! You are in control! You decide what to do with your life and not others! Be brave and keep going!

Learning and Teaching Development Award - University of Hertfordshire.

I have just won a Learning and Teaching Development Award to work with Sim Venture software (www.simventure.co.uk) and University of Hertfordshire's staff plus a possible partnernership with IBMEC-Sao Paulo.

The project aims to create a positive culture towards entrepreneurship in the University of Hertfordshire, which involves to engage Lecturers in innovative and creative teaching methods using SimVenture to boost students' response to Entrepreneurship.

With IBMEC-SP we will carry out a cross country research about entrepreneurship in Brazil and United Kingdom, in order to highlight main differences in practices and development of new ventures as a carreer opportunity.

I have received £3000 as an incentive to run the project and I still can win another prize at the end.

WIKINOMICS!

This book is an International Bestseller, an "Economist" Book of the Year, a "Financial Times" Book of the Year. It is shortlisted for the "Financial Times" Business Book of the Year. It is repackaged for paperback. '"Wikinomics" shows how businesses can collaborate creatively with their customers to succeed in the age of Wikipedia, YouTube and Linux.

The knowledge, resources, and computing power of billions of people are self-organizing into a massive new collective force. Interconnected and orchestrated through blogs, wikis, chat rooms, peer-to-peer networks, and personal broadcasting, the web is being reinvented to provide the first global platform for collaboration in history.

Encouraging consumers, employees, suppliers, partners and competitors alike to share information and ideas, mass collaboration marks a profound change in the way business is conducted and radically alters the future of corporate architecture, strategy and management."

Wikinomics" is the definitive investigation into how small businesses can achieve success by using a dynamic ecosystem of partners to co-create and peer-produce value in this newly-emerging, networked economy.

Although it seems to be easy to apply the ideas and concepts, an open, collaborative and integrative approach is really difficult to implement, as it requires from companies and professionals to overcome old paradigms, culturals barriers and to smash your zone of confort.

Furthermore, it requires investments in human capital and an indistinctive proactive attitude towards the most modern digital marketing techniques.

Something to think about...

Fabio

Digital Marketing Conference - Cambridge

I attended the Digital Marketing Conference in Cambridge on 10th July 2008. Speakers have presented the best practices and trends on E-marketing, mobile technology, mash-ups techniques, digital video, podcasting, blogs, online PR and web design tips.

The highlights of the event were:

- Dr Dave Chaffey's presentations. He gave to the audience excellent insights and tips for creating a customer-centric website, SEO, and how to use Google analytics effectively.

- Simon Bird from DotMailerdia who explained what Mash-ups stand for and how to use it. This is an innovative and creative way of using the internet to boost marketing intelligence for your compony.

If you don't know anything about digital marketing, I strong recommend you to have a look in this website and listen to the presentations, or just read through the slides. These skills and knowledge are indispensable for a serious marketing professional.

http://www.marketingconference.co.uk/

Fabio Oliveira

The Future Face of Enterprise - The Challenge

The ‘Future Face of Enterprise’ Challenge was held on 14th and 15th July 2008 as part of the CfED ‘Summer School’. 30 Y12 students in ten teams entered the Challenge. The top two were from Simon Balle School from Hertford and Chauncy School from Ware. Excellent event, the first of many.

30 students from 3 schools in Hertfordshire have taken part in the challenge using the SIMVENTURE software. The students have achieved together over £1 million in profits running new enterprises. The atmosphere was great and the University of Hertfordshrie through the Center for Entrepreneurship Development is spreading and promoting entrepreneurship education as any other University in the country.

I am pleased to have lead this initiative together with a such fantastic team!

Centro de pesquisa sobre empreendedorismo em Hertfordshire

Obtive esta semana a aprovacao de mais uma proposta de pesquisa que sera patrocinada pela centro de empreendedorismo da Universidade de Hertfordshire.

Iremos iniciar o Centro de Pesquisa de Empreendedorismo em Hertfordshire, com o objetivo de mapear a abertura de novos negocios no Estado, a taxa de crescimento, mortalidade, investigar os motivos para o sucesso e fracasso. O objetivo e tornar a Universidade de Hertfordshire como provedora de conhecimento e lider em conduzir a integracao da comunidade empreendedora da regiao.

O trabalho sera realizado atraves de pesquisas primaria e secundaria. Visitaremos pequenas empresas, conversaremos com empreendedores e promoveremos o debate de temas importantes e relevantes para o crescimento e desenvolvimento acentuado do empreendedorismo em Hertfordshire.

Eu serei o Gerente deste projeto que sem duvidas auxiliara o governo local e as empresas a encontrar solucoes para problemas antigos e motivar o surgimento de novos empreendedores.

Reconhecimento

Hoje, 20 de Junho de 2008, Debora minha esposa, recebeu em uma cerimonia da Universidade de Hertfordshire o reconhecimento pelo seu talento, dedicao e competencia em lideranca de equipes e pela qualidade de seu trabalho.

O Vice Chancelor Awards e uma competicao interna da Universidade de Hertfordshire que premia funcionarios indicados por colegas de trabalho pela prestacao de servicos de alta qualidade. Debora recebeu a homenagem das maos do CEO da Universidade em uma cerimonia fechada para o Board da instituicao e convidados.

Apos a cerimonia o time liderado por Debora, a homenageou com flores e um cartao com mensagens de agradecimento pela sua dedicacao e lideranca. Eu nao poderia estar mais orgulhoso e realizado, por presenciar a felicidade de uma pessoa que sempre me apoiou e celebrou minhas vitorias. A sua equipe de trabalho esta vivendo um momento especial, pois tem no comando uma pessoa doadora de energia, confianca, tranquilidade e competencia... Uma verdadeira lider !

Fabio Oliveira

Face of the Future Enterprise - Competition

Nos dias 14 e 15 de Julho irei lecionar e coordenar uma competicao de empreendedorismo para alunos de segundo grau de tres colegios de Hertfordshire em UK. Cada escola montou tres times com tres estudantes que irao gerenciar um negocio virtual usando SIMVENTURE (www.simventure.com) um jogo que simula uma pequena empresa.

O objetivo e gerenciar a empresa durante dois anos e fazer lucro. O time que lucrar mais, leva os premios. Nos dois dias, ensinaremos conceitos basicos de gerenciamento de empresas, vendas, marketing e producao.

Mais uma experiencia que tenho certeza sera recompensadora.

Esta competicao e uma iniciativa do Centro de empreendedorismo da Universidade de Hertfordshire. www.herts.ac.uk

No sabado, 21 de Junho 2008, lecionarei para uma turma de MSc durante todo o dia. Tres anos atras eu cursava meu MBA, aos sabados...E agora ensino MBAs...

A disciplina e principios de marketing, vendas e analise de mercado para construir vantagem competitiva. Serao 7 horas de aula, com muita dinamica e energia !

Eu sou um brasileiro, ajudando a construir o conhecimento de futuros lideres empresariais que irao trabalhar ao redor do mundo...Estou muito contente !

Senior Lecturer

University of Hertfordshire

Agora sou professor Senior na disciplina de marketing na University of Hertfordshire. Apos 14 anos trabalhando nas areas de vendas e marketing em empresas diversas, as oportunidades apontam para uma possivel consolidacao na area academica.

No entanto, a Universidade de Hertfordshire (www.herts.ac.uk) lidera a agenda de instituicoes educacionais com links na comunidade de negocios. Nos ultimos 18 meses trabalhei diretamente em mais de 15 projetos de pesquisa de mercado, consultoria de vendas e planejamento de marca e comunicacao para empresas diversas, em setores que variam desde limpeza industrial ate ONGS.

Estou contente pelo reconhecimento que venho recebendo na organizacao. Estou em UK ha apenas 1 ano e 9 meses mas venho alcancando resultados surpreendentes aos olhos dos amigos. Mas para mim, e so o inicio de algo muito maior.

Continuo aberto para desafios que possam aparecer vindos da industria, e tambem ficarei feliz em voltar ao Brasil, se uma oportunidade melhor bater a minha porta.

Lecionarei em modulos de mestrado (CRM & Sales Management), em cursos de atualizacao para profissionais e para universitarios ensinarei Principios de marketing, marketing planning, global marketing, pesquisa de mercado e CSR.

Virtual Communities

Iniciei uma pesquisa para investigar estudos de casos e melhores práticas do uso de comunidades virtuais por empresas de grande porte. Todos sabemos que a utilização de ferramentas da Web 2.0 está no topo da agenda dos profissionais de marketing, no entanto, acredito que poucos entendem como utilizar as ferramentas, como medir os resultados e como controlar o que parece incontrolável.

O projeto é pessoal e conta com a contribuição de uma de minhas alunas de mestrado, Leonor Silva. Enquanto eu fiquei com a tarefa de ler mais de 60 artigos sobre o tema, ela está investigando atuais comunidades virtuais e como as empresas estão utilizando.

O objetivo é finalizar o projeto em Novembro, com a distribuição exclusivamente "Online" de um artigo acadêmico em duas versões, uma em português e uma em inglês. Vamos utilizar os conceitos e práticas identificadas durante a pesquisa para promover o artigo. Não iremos submeter para os jornais acadêmicos, revistas, etc. No entanto, qualquer meio de comunicação estará automaticamente autorizado à publicar na íntegra ou em partes o artigo.

Se você tem algum exemplo de aplicação do conceito em prática, por favor me envie a idéia.

Fabio

Nesta semana participei de um treinamento para utilização do software SIMVENTURE. Este é um software que possibilita a simulação do gerenciamento de uma pequena empresa. O objetivo é oferecer ao usuário a experiência de gerenciar o seu próprio negócio através do gerenciamento de todas as variáveis envolvidas nesta atividade.

Na University of Hertfordshire iremos utilizar o software em rede, como uma ferramenta de auxílio ao ensino de técnicas de negócios, marketing, gerenciamento, etc. Além disso, iremos utilizar o software como ferramenta promocional do Centro de Desenvolvimento de Empreendedorismo. Iremos oferecer seminários de um dia ou dois sobre como desenvolver um plano de negócios, etc.

Se você tem interesse em conhecer melhor o software, é só acessar o link abaixo:

http://www.simventure.co.uk/

Member get Member Campaign

This is a useful marketing tool to increase profitability or turnover in your company. However, there are some pitfalls that might be avoided applying basic operational skills and observations. It is very important to have your IT team on board to help you to control and monitor your results. As everybody knows, marketing must create value for the company, always!

If you want to increase profitability, I would suggest to target heavy users giving them benefits/discounts for buying more products in your portfolio. For instance, when indicating one friend, you as a Cable TV subscriber will receive a 30% off to subscribe broadband, etc. If you want to increase volume of sales, you can reach the audience in seasonal dates, for instance Love Film sends 3 months free vouchers for all clients to give away to their friends during Christmas, etc... you can do the same with Valantines day, etc.

Again, be aware that this kind of campaign is very difficult to control and monitor, mainly when you are working with services...as you need to keep record of the client who is indicating, the buyer at the same time you need to wait the sales process to be completed.

Fabio Oliveira

Regulamentação do exercício do Profissional de Marketing

Caros amigos,

Foi apresentado em Plenário (PLEN) no dia 04/09/2007, o Projeto de Lei pelo Deputado Felipe Bornier (PHS-RJ) - PL-1944/2007 apensado ao PL-1226/2007 do Deputado Eduardo Gomes (PSDB-TO).O PL (Projeto de Lei) do Dep. Felipe Bornier, trás em seu conteúdo uma descrição mais apurada das características do que dever-se-á considerar como Profissional de Marketing, seu Universo de Atuação, suas Atribuições Profissionais, suas Funções Profissionais, assim como exigências para o Exercício da Profissão, Denominação, Formação, Departamentalização, Direitos autorais, Responsabilidades Legais e a indicação para a criação dos Conselhos Regionais e Conselho Federal de Marketing (respectivamente CRMktg e CFMtkg).Ambos os Projetos de Lei (PL) podem ser consultados e acompanhados através do site da Câmara (www.camara.gov.br).Acesse o site, leia os projetos, divulgue estas informações. Mobilize-se. É através do conhecimento e integração pode-se mobilizar um pais.

Convido todos os profissionais de marketing à acessar a webpage do deputado e apoiar a iniciativa, assim como registrar-se em comunidades online com o objetivo de ampliar o debate e conseguir com que a iniciativa se torne realidade.

Um abraço

Fabio

Participation in Marketing@UH

marketing@UH is an innovative programme at the Business School designed to help business organisations develop their marketing activity. Teams of students work with businesses to formulate marketing and communication plans and the derived outcomes are displayed at an exhibition held in May. This exhibition, which is open to all businesses, is free of charge and features interactive workshops on current marketing issues facing organisations. Delegates can also listen to keynote sessions from leading academics and industry speakers.

This year the exhibition was held on Thursday 10th May 2007 at the University's de Havilland campus and with over 300 attendee's the event was very successful.

I've built a brand plan idea for a Ipod Extreme. This device allows Xsport practitioners to listen to the music wherever they go, wherever they do...surfing, skating, diving, snowboarding and so on... Ipod X is waterproof, anti shock and wireless. Although, this is just an idea and a product concept.

The event was nice...good opportunities to built business links and to talk with some professors and friends.

I keep walking...

From Branding Vision to Brand Evaluation
Leslie de Chernatony
De Vere Venues – London – UK
01st May 2007

Leslie de Chernatony is a Professor of Brand Marketing and Director of Centre for Research in Brand Marketing at Birmingham Business School, widely acclaimed as one of the leading experts and writers on strategic brand management.
Entitled 'From Brand Vision to Brand Evaluation' this brand new brand strategy event builds on Leslie's extensive research and bestselling books and this event was attended for professionals iengaged in developing, creating and implementing successful and sustainable brand strategies.

In his seminar, Leslie emphasizes the topics:

- Brand as valuable assets
- The strategic brand planning framework
- Brand visioning: future, purpose and values
- Auditing the brandsphere
- Evaluating brand performance
- Shifting brand paradigm

It is really difficult to summarise all the topics covered during this valuable section, although I can highlight some important topics, as follow below:

- We are leaving an intangible era which the quality of the company and branding strategy can determine the success of a product or service.
- Companies should clearly state the corporate culture in order to co-create values and relationships with customers.
- Branding planning should include the factors and drivers of success. This means to have a dream to achieve. This dream just can be achieved through a team effort envisaging the company’s culture.
- The brand benefits can be built through three spheres: Rational, Emotional and Rational.
- In nowadays brands represent a company promisse. This promisse must be distinctive, valued, consistently delivered and kept over time.
- Brand evaluation includes: brand vision, organisational culture, brand objectives, audit brandsphere, brand essence and brand resourcing.
- Brand vision includes envisioned future, values and purpose.

In fact, branding must be considered a valued activity inside Small, Medium and Blue Chips companies, because brands represent company’s reputation. This is necessary to involve all the stakeholder in the branding process. Moreover, companies should audit brands’ values and propositions regularly, in order to re-build strategies and tactics.

The seminar was really interesting and valuable for me as a marketing professional, because I could taken part in activities with experieced marketing professionals and to listen Leslie’s feelings and knowledge. I learned a lot today ! I just must say thanks to the University of Hertfordshire – GCU and the Global Marketing for this unvaluable opportunity.

If you are interested in branding, please let me know and I will be pleasured to exchange some ideas and my little marketing knowledge with you all.

Links:
From Brand Vision to Brand Evaluation
Global Marketing Network
The University of Hertfordshire
Brand Finance

Fabio Oliveira
MBA Marketing
FGV - Brazil
MSc Strategic Marketing
The University of Hertfordshire

Digital Britain Trends

It is well known that nations are changing, but UK population seems to be changing faster. We should be thinking in the gaps created by these facts. Let's see some facts:

• In 2005, almost half of children aged 8 to 11 - and far higher proportions among older children - owned their own mobile phone.
• More than 40% of the adult population has bought something online in the last 12 months.
• 57% of the British households had an Internet connection.
• In 2007 people aged 65 outstrip those aged under 16 for the first time in UK.
• The fertility rate is still below the necessary to keep the population steady.
• Immigration has helped the population to continue rise !
• 500 UK citizens a day left Great Britain to leave abroad.
• Almost the same number of jobs were performed by women as men in 2006.
• More students are taking jobs and the average student's income from work more than doubled from £822 to £1,821 between 1999 and 2005.
• The fever for healthier lifestyle is still strong.

These figures show to marketers and companies huge market opportunities for innovations.

There are massive gaps, for example in Internet security to avoid electronic fraud transactions and data steal for both sides: companies and customers. This sector needs marketing qualified professionals urgently.

What about the media and advertising industry ? How to adapt the old media for this new reality with high level of immigrants and digital UK population ?

This is just to think about. If you have any comments, please let me know.

Cheers !

Fabio Oliveira

Book:

Permanent Innovation

The Essential Guide to the Strategies, Principles, and Practices of Successful Innovators
by Langdon Morris

Overview

Innovation is the process of creating new ideas and turning them into new business value.

Permanent Innovation is the process of doing it continuously, by developing an organizational culture that embraces innovation as a core value, practices innovation as a core methodology, and produces innovation as a consistent output.

In his book, Morris (2006) emphasize the needs for innovation. If we think about companies such as AT&T, IBM and Bank of America we will see that these companies had lost SBUs, Market share or in the AT&T case, takeover. These companies have something in common: They did not know to create innovative products and services for the extremelly changeable and dynamic modern market.

Morris (2006) suggests that Innovation is an ongoing process and must be adopted as a habit for companies and professionals. The author gives to us several examples of innovative ideas, how to cope with ideas, how to create a innovative environment inside the companies and the most important: What is the Senior Manager's role in this process ?

Innovation is not an eventual task. The company should has a culture of innovation. According to Morris (2006) in order to be innovative, organisations must define process and best practices (KPIs) and to adopt frequent measures. Then the company can reach high performance.

In fact, it is not so simple like stated above, but you can learn more reading the book !

The author has innovated in the distribution method. You can free download the book. Please find the link below and enjoy yourself. The download happens in a drop of a hat. Believe me !

http://www.innovationlabs.com

If you want to have access to articles and books about innovation, please let me know ! I am looking forward to receive some comments about my posts.

Cheers !

Fabio Oliveira

MBA in Marketing

Fundacao Getulio Vargas - Brazil

MSc Strategic Marketing

The University of Hertforshire - UK

Plan, think, Act !

I know, it seems a jargon ! Although, I have seen people failing down in personal, profissional and academic tasks or just spending more than the necessary time doing something without to think about the reasons of the failures.

In order to improve the overcomes we should have a "natural stratetic thinking" . Companies such as Sainsbury's emphasize in trainning sections for all employees, even for the temporary workers, one single orientation: " THINK, PLAN, THINK, ACT ! It seems really simple, but the majority of people do not do it and they spend company's time and money reducing productivity and profits.

The steps for thinking strategically are:

- To analyse the current situation.

- To think and to set up objectives.

- To establish the necessary actions to be adopted in order to achieve the objectives.

- To rethink about the actions and assessing possible alternative for improving the outcomes and to reduce timming.

- Plan ! What means to determine When, Where, Why, What, Who and How to do the tasks.

- Act !

The most successful people are naturally Strategists ! Think about it ! You can apply this concept in the most basic daily tasks, for instance: cooking or shopping ! You can practice this during all the time and to improve your personal finance, your job productivity and efficiency or just earn more time to have some fun !

If you are a leader in your company I would suggest to you paying more attention in your team and ask yourself: Does my team is thinking strategically ? Do are we doing our best ? Do are we saving time and efforts ? What should we be doing better or differently ?

If you have some interest in this subject, please let me know...

Cheers !

Fabio Oliveira