Real Creativity English Bloom Consulting

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Bloom Consulting created this country Brand for Portugal in order to foster economic growth, stimulate tourism, foreign investment and counter the general misperception of this country. Bloom has donated the Brand to the portuguese community and it is now available for free to any portuguese citizen, company or institution that wishes to expand internationally and stregthen the image of the country.

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  • 'It is time to promote and manage Portuguese Creativity'... comecem pela própria apresenteação. Jesus...
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  • BRAVO Bloom! Well done. Muito Obrigado for showing us the steps of how you worked with Brand Portugal and identified its Brand Promise, Positioning and Strategy.

    ciao, dian
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Real Creativity English Bloom Consulting

  1. 1. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  2. 2. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  3. 3. 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
  4. 4. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  14. 14. 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
  15. 15. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  16. 16. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. “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
  23. 23. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. “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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. Simplicity Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  41. 41. Improvisation Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  42. 42. Ingenuity Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. “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
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. Realcreativity™ Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  53. 53. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  54. 54. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  55. 55. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  56. 56. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  57. 57. 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
  58. 58. 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
  59. 59. 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
  60. 60. 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
  61. 61. 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
  62. 62. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  63. 63. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  64. 64. Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the world – www.bloom-consulting.com
  65. 65. 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
  66. 66. 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
  67. 67. 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

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