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O Melhor Do GP 2009

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Apresentação do Grupo Tom de Estudos do dia 15/12.

Relatores: Adriana Machado (@adrimachado), Caroline Marinheiro (@carolmarinheiro) e Carlos Henrique Vilela (@chmkt).

Published in: Business, Education, Technology
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O Melhor Do GP 2009

  1. 1. o melhor do Tom Comunicação Grupo Tom de Estudos Dezembro de 2009 Adriana Machado Caroline Marinheiro Carlos Henrique Vilela
  2. 2.      Laloum      David Head de Planejamento, Y&R
  3. 3. <ul><li>A man always buy something for two reasons: a good reason, and the real reason. </li></ul>
  4. 4. mas afinal, o que é a razão verdadeira? as pessoas são guiadas por valores e são esses valores que fazem as pessoas a ter crenças encontrar as causas -> modas encontrar uma causa para as marcas
  5. 5. valores e a verdade valores de época valores de amanhã
  6. 6. valores e verdade #mentira um dos pilares do mundo atual e virtual do photoshop ao “fakebook”
  7. 7. valores e verdade #verdade valor essencial em tudo o que será feito pela frente transparência é o novo filtro
  8. 8. valores de época informação X conhecimento 1
  9. 9. valores de época data driven um número para cada momento de nossa vida 2
  10. 10. valores de época responsabilidade menos discurso, mais ação menos discurso politicamente correto 3
  11. 11. valores de época comunidade the power of WE pós hiper individualismo socialismo digital humanismo universal claro, um pouco de “poesia capitalista” 4
  12. 12. valores de época design não precisa ser caro para ser bonito tudo e todos podem ficar bonitos 5
  13. 13. valores de época upgrade a busca pelo melhor 6
  14. 14. valores de época o mundo X BIC (BRIC s/ a Rússia) os sonhos são abertos para todo mundo 7
  15. 15. valores de amanhã criatividade X conhecimento 1
  16. 16. valores de amanhã instinto X data driven “ stop thinking” 2
  17. 17. valores de amanhã o novo lucro pela primeira vez vamos lucrar graças a responsabilidade 3
  18. 18. valores de amanhã neo individualismo X comunidade os novos heróis: histórias de pessoas com valores 4
  19. 21. valores de amanhã local X humanismo universal origens, proximidade, simplicidade, raízes 5
  20. 22. http://www.bbc.co.uk/radio/#r-lcl
  21. 23. valores de amanhã coragem X humanismo universal 6
  22. 24. valores de amanhã artesanal/real X design valorização da competência de verdade. algo que foi criado com o tempo, experiência 7
  23. 25. valores de amanhã beta X busca do melhor não haverá tempo para perfeição tudo será uma versão beta 8
  24. 26. valores de amanhã BIC X mundo o mundo com os olhos em nós cores, energia, tribalismo, celebração, rituais, descontração 9
  25. 27. Brad Kay Presidente, SS+K
  26. 28. “ forças invisíveis” determinam o comportamento humano são as chamadas Forças Sociais, movimentos que acontecem na sociedade e moldam a forma de pensar e agir de todos nós culturais intelectuais éticas políticas
  27. 30. você pode estar enganado ao achar que está fazendo escolhas
  28. 31. <ul><li>Reconsideration – reconsiderar o que se fez </li></ul><ul><li>Democratization – socialização ampliada </li></ul><ul><li>Civility – civilidade, a rudez não é mais aceita </li></ul><ul><li>Rebellion – agir em grupo </li></ul><ul><li>Selective Gratification – pequenas gratificações </li></ul>
  29. 32. <ul><li>Joe Wilson, político norte-americano, no meio de um discurso do Obama gritou “You lie!” </li></ul><ul><li>perdeu apoio e pediu desculpas no dia seguinte </li></ul>
  30. 33. <ul><li>a tenista Serena brigou com a juíza na semifinal do Aberto dos Estados Unidos (no match point), perdeu o campeonato e ainda pagou uma multa de 82 mil dólares </li></ul>
  31. 34. o caso brasileiro
  32. 35. não confundir tendências com forças sociais, que são mais perenes força social: necessidade das pessoas de socializar ainda mais Trend: Microblogs (Twitter)
  33. 52. 2007
  34. 59. Ernesto Bologna vim para falar do contraditório
  35. 60. “ o homem não é senhor de sua própria casa” S. Freud 0
  36. 61. “ a mente que você não vê produz a mente que você vê”
  37. 62. o que move o mundo não é a razão é o desejo 1
  38. 63. papel da comunicação: desenvolver maneiras racionais de fazer com que os desejos se manifestem
  39. 64. o desejo e a razão só se encontram no acaso 2
  40. 65. ainda estamos obrigando as pessoas a garantirem as coisas e isso é uma insensatez filosófica
  41. 66. o planejamento precisa tomar cuidado para não ser um fornecedor de garantias
  42. 67. como explicar a complexidade do mundo ao cliente que, geralmente, quer garantias ?
  43. 68. não abolindo o acaso da conversa não há como controlar o futuro
  44. 69. fortuna acaso, sorte, azar algo que precisa fazer parte do raciocínio de todos
  45. 70. O hífen 3
  46. 71. a conexão algo que liga duas coisas duas pessoas
  47. 72. se tenho o hífen, sou capaz de enfrentar o acaso caso contrário, é impossível
  48. 73. construindo relações estreitas com clientes, conseguiremos estabelecer uma aventura conjunta
  49. 74. aventura entregar-se a sistemas de insegurança
  50. 75. a necessidade de garantias sufoca a criatividade
  51. 76. duas pessoas jurídicas só se relacionam através de duas pessoas físicas 4
  52. 77. <ul><li>Obrigado! </li></ul><ul><li>www.tomcomunicacao.com.br </li></ul>

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