Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

This company exists to improve peoples’ lives all over the world. It was
created four years ago and it is a reflex of its time and the time to come.
That is why it reflects the global world – Bloom’s world network counts on 50
people, of more than 21 nationalities, with headquarters in Madrid, and offices
all around the world.
Being a reflex of its time, it’s also a step ahead: we study, we research, we
ask, we look around and try to find the reason for everything before finding a
solution.
Bloom Consulting has the best research centers - brand research and
development centers - in London, Washington and Tokyo. It has protocols
with the main business schools.
Bloom Consulting analyses, studies, creates and in the end applies.
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Interview by The Economist to Bloom Consulting,
recognized as part of the world´s top3 experts in Country Branding.
http://bloom-consulting.com/PRESS_ROOM/en/news/pdf/BloomEconomist.pdf
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Aim:
To develop a brand
strategy that empowers
Portugal as a country of
innovation, technology
and creativity
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

This brand strategy
should work as an
umbrella for every
communication system
regarding TOURISM
and TRADE
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

With one big challenge
for 7 sectors
1. Innovation
2. Food and Wines
3. Home
4. Fashion
5. Health and Biotech
6. Engineering and Construction
7. Portuguese culture and language
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

For geographies that
have completely
different perceptions
1. Angola
2. Germany
3. Brazil
4. China
5. USA
6. Morocco
7. Poland
8. Russia
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

For different audiences
B2B B2C
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

With limited human and
financial resources
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Facing an enormous
competition…
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Starting from a negative
perception
“Backward, not very Wired”
Bloom Consulting interviewing
The Economist about Portugal, 2006
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Can Portugal be
perceived as
innovative?
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Facing USA
and Germany
for instance?
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Number of Patents
per million inhabitants
300
279
250
150
100
112
50
5,2
0
Portugal USA Germany
Source: European Patent Office
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Or facing
countries
such as the
Netherlands
or Belgium?
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Europe’s Innovation Scorecard
0.85
0.65
0.45
0.30
0.15
0
Source: European innovation Index 2005
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

“There's widespread confusion between creativity (the
ability to see things differently and have original
ideas) and innovation (the ability to make new ideas
actually happen). Or as William Coyne, senior vice
president for R&D at 3M once put it: creativity is
thinking of new and appropriate ideas whereas
innovation is the successful implementation of those
ideas within an organization. In other words creativity
is the concept and innovation is the process."
William Coyne,
Senior vice president for R&D at 3M
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Can Portugal be
perceived as
Technological?
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

2005 Indicators
SCIENCE AND TECHNOLOGY PT UE25 ANO
Novos doutorados em C&T por 100 hab entre os 25-34 anos 0,3 0,49 2003
Pessoal total em I&D por permilagem da população activa 4,3 9,4 2001*
Investigadores por permilagem da população activa 3,6 5,4 2004*
Despesa das empresas em I&D em % do PIB 0,3% 1,3% 2002
Emprego nas ind. de média e alta tecnologia em % total emp. 3,1% 6,6% 2003
Emprego nos serviços de alta tecnologia em % total emp. 1,4% 32,% 2003
VA dos sectores de média e alta tecnologia na indústria 4,9% 15,8% 2002*
VA dos serviços de alta tecnologia 4,0% 6,4% 2002*
Exportação de produtos de alta tecnologia em % exp. totais 7,4% 17,8% 2003
Source: Plano tecnológico
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Portugal cannot
be positioned
as something
that it is NOT
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

“Innovation in the Public
and Private sector.
That’s our main focus.”
Portuguese Prime Minister José Socrates
Public speech in “Microsoft Government Leaders Forum”
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

It is the Country’s
vision, but its not
the reality
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Therefore we need
to build a bridge to
achieve the desired
perception.
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Portugal needs to
be authentic in
order to be credible
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

What is truly
Portuguese?
What unique
characteristics
can we find in the
Portuguese Genes?
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

If we could define the
Portuguese and
Portugal in one word…
what word would it be?
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

It is somehow difficult to
pinpoint why
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Probably because of its history
Maybe it has to do with its
geography
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

That forced the Portuguese
to explore unknown seas,
alternative ways of survival and
new ways to reach
the world
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Passing it on
from generation
to generation
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

That made Portugal the most
adaptive nation to extreme
circumstances, discovering
always a solution for any
problem, therefore generating
new and innovative ideas
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

We can’t really define it…
It’s a very unique mix,
that combines:
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Simplicity
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Improvisation
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Ingenuity
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

It is a creativity
Proudly
Ownable
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Present in tourism and in
several business activities
around the world… It is real!
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

What is the appeal of
“creativity” in today’s society,
for governments, companies
and universities?
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

“Every year, the World Economic Forum gathers the
world's political,cultural, and industry leaders in Davos,
Switzerland to address most crucial global issues.
With The Creative Imperative as its theme, the 2006
conference opened with a call to harness creativity to
provide new answers to the world's problems."
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Relevance in the
private sector
“First, top managers of global corporations are
convinced that creativity is critical to the future success
of their companies. Second, to make that happen, a
massive hunt for creative talent around the world is
under way.” Jan 2006
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Relevance in the
educational sector
Creativity lessons are taught in the most important
“business schools” worldwide
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

But… This intangible is not
being managed as an asset
nor in any other way.
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

It is time to promote
and manage Portuguese
Creativity
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

From now on Portuguese
Creativity will have
A name
A brand
Portuguese Creativity is called
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Realcreativity™
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Real case studies of Realcreativity™
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Real case studies of Realcreativity™
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Real case studies of Realcreativity™
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Real case studies of Realcreativity™
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Real case studies of Realcreativity™
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

Realcreativity™
www.bloom-consulting.com/realcreativity
We invite everyone to
spread this concept all
over the world.
This presentation is yours.
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com

This presentation is a demonstration of a country brand strategy developed by Bloom
Consulting. It seeks to demonstrate the power of having an outstanding country brand strategy
that will have an unquestionable impact on future economic growth.
The country we chose Portugal because of the many missperceptions people have of it around
the world. According to our research, Portugal is perceived as primarily a fishing country where
actually that sector represents less than 1% of the Portuguese GDP.
This strategy was donated to the portuguese nation and currently it's being shown worlwide.
It's an "open source" strategy to be used by everyone.
We are measuring the impact and we hope the results can be visible in less than three years.
For research purposes, I welcome you to distribute this document to everyone you know, and
guide them to www.bloom-consulting.com/realcreativity
A warm thank you
José Fillipe Torres, CEO Bloom Consulting
A Bloom Consulting doou esta estratégia de “Country Branding” à nação portuguesa e aos portugueses no mundo – www.bloom-consulting.com

Thank you!
realcreativity@bloom-consulting.com
Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com