Where do you go to ideate?

Later this month we will be putting together a 2-day innovation workshop. The planning phase has been incredible, from establishing clear objectives of the territories and cultural correlations we will be ideating against, to finding the right moderator, to debating on the stimulus we will be using, to confirming the final list of some extraordinary people with a variety of different backgrounds who will be helping out in our collaborative effort. We found a fantastic location here in São Paulo called Casa do Saber (the house of knowledge) - a trendy space with an awesome calendar of short-term courses in areas such as philosophy, arts, geopolitics or literature. We went there last week to check it out and we couldn't have found a more inspiring place to hold our innovation session. A perfect lounge-type setting that seems to be just right to spark the type of discussion we want to have on what's next.

Tom Kelly from IDEO, mentioned in his book 'The Ten Faces of Innovation' the importance of finding an ideal space outside of the office to listen, think, discuss, ideate.  I couldn't agree more. 

Where do you go to ideate?

 

Biodiesel

It was very nice to see a Petrobras advertorial in Fortune magazine last week covering its development of biodiesel from organic vegetable inputs (cotton seeds, castor beans, soybeans, sunflower seeds), animal input (bovine, swine or chicken fat) or residual waste (residual oils from food-frying processes).  The article explains that, in the case of vegetable inputs, Petrobras is purchasing from approximately 55,000 farmers in order to obtain the Social Fuel Seal granted by the Ministry of Agrarian Development.

I have been a huge fan of Petrobras' leadership in sugarcane-based ethanol which is a benchmark globally and has placed Brazil at the forefront of a cleaner renewable energy model. So, it's great to see how they are researching and developing a second generation of biofuels. 

Collaborative approach in new innovation course at a local university

I was invited to participate in a new academic initiative at one of São Paulo's top universities: ESPM-Escola Superior de Propaganda e Marketing. It's a 2-month course on how to use innovation as a force of business transformation. This is obviously a subject I absolutely love and I'm curious to see how it will play out. Because innovation can mean so many different things to different types of companies, it will be very interesting to see how each lecturer approaches the theme from his specific perspective. The school invited professionals with broad experience from a variety of different organizations. There is a professional with an innovation track record in tech companies, a person from banking, there are people with a consumer marketing background (like myself) and there is even an anthropologist who specializes in Brazilian food heritage and its interconnection with culture. To create a more collaborative approach between faculty and students, the school teamed up with IBM and we will be using Lotus Connections - a social network software that will hopefully help extend the learning experience beyond the classroom. 

Sounds promising.

The "Muuuu!" Cultural Movement

One the brands we have in our portfolio is Toddy® - Brazil's iconic chocolate milk powder. For the past four years, the brand has been tremendously successful with a campaign that uses irreverent cows which are loved by local millenials. Consumer response has surpassed our wildest expectations. The language used in the communication has sparked a strong connection with our demographic. Our marketing team, led by Claudia Pires, Marta Oliveira and Victoria Gabrielli have done an amazing job of taking the TV campaign and activating the cows in-store and in places where teens get together. The cows have shown up along the coast during summer and in electronic music festivals. What I love about this brand is that it has has been around for over 70 years and yet its communication strategy has made it so contemporary.

The new campaign, which we just launched online and on TV takes an evolutionary approach. Now the cows have a cause. They go around 'muuuuuuing' situations that are not authentic, not truthful or people who are not being cool. The brand has always been perceived as having a strong association with authenticity and we hope the 'Muuuu! movement will reinforce and celebrate Brazil's authentically-delicious chocolate milk.

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São Paulo Celebrating the Beautiful Game

While the world collapses... I feel I need a break from so much bad news on the global economic meltdown. So, I decided to write about something light and fun. Like soccer. In a few days, the Museu do Futebol - Brazil's most important museum fully dedicated to the country's greatest passion - opens its doors at the Pacaembú Stadium in São Paulo. It was about time.  I'm obviously super excited to go and check it out.  

The opening of the museum is part of the stadium's pitch to be selected to host some of the 2014 FIFA World Cup matches.  The most likely contender in São Paulo is the Morumbi Stadium, which created some buzz earlier this year with newly renovated corporate booths and VIP area. Recently, they opened Santo Paulo Bar, Brazil's best located soccer-themed bar & restaurant overlooking the field, something very common in Europe and the U.S. but rather new to this part of the world. I hope we see more initiatives that celebrate the beautiful game and offer fans a better experience.   

Pre-Super Bowl buzz

Doritos® is back creating pre-Super Bowl buzz with its third edition of the 'Crash The Super Bowl' campaign.  Doritos innovated two years ago with a consumer-generated format that shook the industry and started a trend.  At the time, consumers were invited to submit 30" ads.  Two spots, were chosen online and aired during the big game.  This time around Doritos is offering a $1 million prize for a creative mind that is able to produce a Doritos TV spot good enough to top a viewer poll at the next Super Bowl.  I absolutely love how my colleagues at Frito-Lay are leading the Doritos Brand.  A bold, creative and completely consumer-centric marketing approach to a very cool brand.  Awesome work.

E-Ink

Last night at JFK before flying back to São Paulo, I bought the Esquire™ Magazine - 75th Anniversary issue - which comes with a cool e-ink cover. It's actually the world's first magazine to use e-ink. The magazine explains that the technology is similar to what we find in the screens of mobile phones and electronic readers using "...design circuitry thin and flexible enough to bend and small enough to draw a level of energy that would allow the battery to last at least 90 days." The end result still feels a bit like work in progress but it is a fascinating peak at how technology will certainly change the way we will read in the near future. It's easy to imagine that the rich media experience so ubiquitous online will soon be morphed into books, magazines or even in-store materials creating a entirely new reading experience.  Cool stuff. 

Check out a video on YouTube showing the magazine cover...

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StrawberryFrog NY

Yesterday, I had the opportunity of visiting StrawberryFrog here in NY and meeting Scott Goodson, the visionary guy who started the frog movement. I have been a fan of his blog and it was awesome to talk to him about some of the cultural movements the agency is engaged in, about how Brazil is becoming a hot emerging market and exchange ideas on the many changes going through in the marketplace.

This coming weekend, will be airing our first campaign created by Alexandre Peralta and the StrawberryFrog team in Sao Paulo for our Toddy chocolate milk brand. The campaign is called "Muuuuu!" A lot of excitement within our marketing team back home. More on the campaign next week.

Dreadful news, a few days in NY and a bowl of oatmeal

I'm in New York this week to attend a few seminars as part of Advertising Week. To be honest, after what happened to the financial markets last week, it's probably not the right timing to be listening to panels on self-regulation or the opportunity of social networks on advertising. On the other hand, I must say that the credit crunch that is threatening to throw the economy in a deep slump, also creates a unique opportunity for brands that can provide a sense of comfort and trust.

I guess I was one of the first to have breakfast this morning here at the hotel anxiously reading the Wall Street Journal to try and make sense of what's going on in the world. I ordered a bowl of oatmeal and honey, which I rarely do. It was only after breakfast that I thought it was probably because in times of uncertainty comfort food feels just right. It's certaintly an opportunity for companies that provide little moments of comfort and pleasure.

I wonder what changes in consumer behavior we will be seeing in the aftermath of the economic crisis and which marketers will be able to convert a potential downside into opportunities?

Not everyone is going 3G

For the past week I've been having fun with my new BlackBerry phone, which is pretty much an extension of my life. I couldn't live without instant access to corporate e-mail, to my private gmail account, being able to blog on-the-go, taking a picture of a product I just saw on a trip or googling anything that comes to mind while waiting for plane. On the other hand, with the amazing rise of lower-income consumers in emerging markets, like Brazil (which now has over 110 million mobile users), there has to be a great market for a very low-cost handset. I was happy to read that an operator from India called Spice is coming out with a $20 mobile phone, which is... well, just a phone. Although 3G capability is where the market is heading, for thousands of small business owners in Karachi or cab drivers in Manaus, having basic access to a mobile phone service means staying in business. It will be interesting to see how, while technology provides means for various categories to go high-end, there will always be opportunities for simple hassle-free products and services for a fast-growing lower-middle class in emerging markets.

Cupuaçú... will that be one or two scoops?

I'm always looking for what's new in the world of ice creams. So, I was very happy to find out that there's a place here in Sao Paulo selling Cairu®, the famous ice cream brand from Belem (the well-known port that serves as a gateway to the Amazon Forest).  It was worth the visit. Absolutely amazing.   Cairu is all about authenticity showcasing wonderful ice creams using local fruits, from the already popular açaí (known for its antioxidant properties and one of the few local fruits, like the guaraná, known abroad), to the more exotic acerola, murici, cupuaçú or taperebá.  

If you type in 'ice cream' at Wikipedia you see references from all over the world, from Italy's unique gelati texture, to the heladerias of Argentina and Uruguay with the superb dulce-de-leches or American ice creams rich in cream and amazing inclusions. Not surprising that there is no reference to a typical Brazilian-style ice cream. I think it's a matter of time for the world to discover some of the fruits from the Amazon.... and you never know, maybe one day, Cairu Ice Creams will no longer be a well-kept secret.  

I found this great photo of the acerola berry at Flickr posted by photographer Marco...

Interesting way to talk about sustainability

MTV Brazil just launched a new consumer study on how millenials view sustainability. The final report is a wonderful look into the minds of our future generation and how they deal with topics like recycling, global warming or corporate responsibility. MTV found an innovative way to communicate the study to the business community. The ad entitled "Coma Este Anúncio"('eat this ad') was printed on paper made from potato flakes, so, according to the press release, it can be eaten after read.

A little bit of disorder, randomness and failure is a good thing

Last night, I was reading an article on a new book from Don Peppers and Martha Rogers called "Rules to Break and Laws to Follow" that had a wonderful quote:

"An efficient execution requires order, routine and uniformity.  Creativity and innovation is about disorder, randomness, experimentation and failure."

I couldn't agree more.  I have to add this book to my list (and the list is getting longer...).  What a great thought.  Order versus disorder... process versus randomness... ok, there are strategic frameworks that assist in the innovation journey and there are proven research techniques that validate assumptions and correct the course.  But it's also a process that requires an amazing amount of intellectual curiosity, unorthodox thinking, experimentation and a lot of failure. Pure and simple trial and error.  I always ask myself and my team if we're experimenting enough, questioning ourselves enough... and yes, failing enough.

Experimenting with a more collaborative approach to marketing

It's been a few months now that we have been experimenting with a millenial collaboration panel. Basically, it's a panel made up of 40 college kids located on different campuses around the country who are collaborating with us on our teen brands. It all happens online in a social network-type environment. Every week we post a different stimulus, usually in a graphic format, from new product concepts to packaging to ideas on brand activation. Sometimes we ask them to answer questions on what they've been up to, what blogs they're reading or what they're carrying in their backpacks. These kids are what our research consultancy calls alphas, people who are slightly ahead of everyone else and are key influencers among their group. Because of that, the project took longer to set up than I had originally imagined. It was absolutely critical to find the right people. Going over their bios it's amazing the breadth of life experiences and interests.

I'm a huge fan of adopting a more collaborative approach to marketing. So, bringing this project to life has been a rewarding intellectual experience. I feel the days of the old focus groups are over. The feedback we get is a little glimpse in the minds of a fascinating demographic. We've been having fun.

A brand all about guy gets girl

The new site for Axe® body deodorant in Brazil is graphically awesome, perfectly on target and is generating a lot of buzz within the local blogsphere.  For those who manage teen brands, this is definitely work worth learning from.  As you know, the brand is all about boy gets girl and the site embodies that from every angle possible.  There's even a very cool online game called 'Billions' that tests a guy's ability to get girls (I'm happy that our Doritos® brand is featured as a billboard within the game).  

Axe is a great example of a brand laser-focused on a very defined demographic with a perfectly crafted positioning. Well done. 

Digital photos.... instantly

Last night, while preparing a class, I was looking for cases of brands that were innovative at their time but were no longer around.  I went online to confirm my assumptions.  To my surprise, Polaroid, which was on my original list, is actually going through an interesting revival.  I was positively surprised to learn about a product called PoGo™, which they are calling an instant mobile printer for mobile phones. It's an innovative way to share digital photos directly from a camera cell phone or digital camera, instantly. With the proliferation of mobile phones, it makes a lot of sense.

Banking application for iPhones

I have always admired Brazilian banks in terms of innovation. A recent great example is Banco Itaú® that just introduced its banking application for iPhones and the phone has not even been officially launched in Brazil yet. That's a clear demonstration of a company slightly ahead of its time. A good example of taking an innovative lead.

Making it easier for kids to use their closets

Every morning my daughters struggle to get clothes out of upper shelves of their closets.  When my wife and I are not around, they climb on the shelves which is obviously dangerous and will end up damaging the closet.  

Why isn't there a kids closet that uses ladders like the ones found in libraries?

 

I googled 'kids cabinets' and found no reference.  It seems like a rather obvious idea.

Why not a National Geographic family resort?

As parents of elementary school kids who are fascinated by everything related to wildlife, my wife and I find ourselves trying to plan a family vacation that will provide our girls with a cultural/educational experience.  One place we want to take them is to a beach on the coast of Bahia, called Praia do Forte, famous as a nesting site for sea turtles.  That is where Project Tamar - Brazil's national sea turtle conservation program - is located.  A place where kids can learn about marine wildlife and help release newborn turtles back to sea.

 

I have doing some online research to find other vacation destinations that combine family resort with science camp for kids.  The result has been disappointing.  Obviously, there are great family eco-resorts. And there are camps specializing in science, the type you drop your kids off for a week.  But I haven't been successful finding a combination of both.  It may me wonder that there may be an interesting concept, combining the experience of a resort operator with a world-class institution with a solid scientific backbone, like for example, National Geographic® or the Smithsonian Institute.  A travel concept that would inspire kids to learn through exploration in a fun and engaging way.  

I have a feeling there would be more families like ours, interested in investing vacation time in a more meaningful way.

Getting kids to imagine, create and invent

I fell in love with this campaign from InventNow.org and sponsored by the United States Patent and Trademark Office that sends a powerful message that kids can have fun through creativity and inventions. The TV campaign showcases a boy called Brian who put suction cups on his bike tires to ride in places that nobody has ridden before.  It's all about reminding kids that they can achieve anything they want in life. 

The campaign theme is "Anything's possible. Keep thinking." 

 


Having two elementary school kids of my own, the message struck an emotional chord. It's worth going to the InventNow.org website and see the hundreds of inventions submitted by kids all over America.  There's even a section that teaches kids the basics on how to patent a cool idea.

 

A beautiful message to a future generation of innovators.  

The Legendary Cachaça

When it comes to determining the best tasting rum, vodka or whisky, there's always controversy. In terms of cachaça (Brazil's sexy spirit), there's a myth around Anísio Santiago, this hard-to-find, priced-like-a-great-Bordeaux brand is worshiped by aficionados around the country as the very best Brazilian cachaça. Anísio Santiago is named after the legendary figure who began distilling in Salinas (State of Minas Gerais) back in the 40's and put this small town on the map as the cachaça capital (a bit like what Lynchburg is for the Tennessee Whiskey).  The original name was Havana which the family had to give up due to a trademark dispute, renaming it later.

My good friend, Flavio Maria, just gave me a bottle as a birthday gift.  Like a fine Carmenère, this little gem will be savored on a very special moment.

For those interested in more on one Brazil's most legendary brands, there's a book on it called "O Mito da Cachaça" written by Roberto Carlos Santiago.

Branding... a big challenge for BRIC's

Going through the latest Global Fortune 500 list, it's clear that we're entering a new world order with companies from BRIC countries rising on the global scale.  What is still missing is the branding piece.  With very few exceptions, like China's Lenovo (debuting at No. 499) which acquired IBM's computing division or India's Tata (No. 315) which has made headlines all over the world with an aggressive automotive strategy, there's seems to be a long way to go in the development of brands that will become the Apple, Toyota, HSBC or Nokia of the future.  In many cases, there seems to be a generic, risk-free approach with strong nationalistic overtones with names like China National Petroleum, China Construction Bank, Bank of China, Indian Oil, State Bank of India or Banco do Brasil, instead of creating brands that can be differentiated and make a statement. BRIC companies wanting to move beyond borders may need to look at South Korea and learn how they were able to create some remarkable global brands in the past 20 years, like Samsung, LG or Hyundai. 

Gourmet-style mobile food concepts

A cool trend is showing up in big cities all over the world.... gourmet-style mobile food concepts. Forget the typical hot dog stand, we're talking high-quality food. One very cool example is the DessertTruck in Manhattan. This food truck, created by Jerome Chang, a former pastry sous chef at Le Cirque and Chris Chen, converts the world of fine-dining desserts into a sidewalk experience. It's located at St Marks Place (8th St) and 3rd Ave.

Another example is Skillet, located in Seattle (a place known for innovative food retail concepts), which serves high-end locally-sourced dishes. I love the retro-looking silver Airstream trailer.

I'm trying to convince my organically-correct gourmet wife, to set something up like this in São Paulo.  In a city where people like to go out for a work lunch, traffic is terrible and there's not always a lot of time for a good meal, do you think the concept would work here?

Print campaign with a simple message

With so many messages out there, it's wonderful when you find a print campaign that is all about simplicity.  A private school, called Colegio Bandeirantes, has a beautifully executed print campaign that uses a red pencil to tell their story.

In their most recent print, they show how at this school students learn how to be persistent....

In this other execution, how students learn to work individually and in group assignments...

Making a message simple is not an easy task.  

Being part of something big....

At a time when everyone seems to be watching the Summer Olympics on TV, it makes you want to get up and do something.  Do more sports.  Be part of something big.  With that spirit, I really like the Nike Human Race.  For those who haven't heard the buzz, this coming Aug. 3st , Nike is putting on the World’s largest running event. The 10k event will be the ultimate runner experience... open to anyone, anywhere. Nike is hosting race events in 25 cities around the world, including São Paulo. If where you live is not on the list, it's okay because by logging on to nikeplus.com, every city and every road can become a race-day course.  Big, global, just like the Olympics, but where everyone can take part of the show.  Great initiative.

Waiting for stories from Beijing...

While the very best athletes from around the world compete for glory in Beijing, I'm interested in another competition that doesn't necessarily happen on the field of play. It's the quest of thousands of journalists who are in search of those special stories that will end up defining these olympics games. More than ever, I find myself more interested in the personal dramas, the motivations, the stories that will make an athlete bigger than life... than the medal itself.

This morning, I was reading an article on 2007 Nobel Prize-winner Doris Lessing and how she believes mankind has an addiction to storytelling. Whether its fiction or the epic stories we will hear from Beijing, I totally agree.

I couldn't help but adding an image of Marta, Brazil's first female soccer superstar who has become a role model for girls all over the country.  In a country where the sport has been traditionally a guy's game, Marta is an inspirational force of renewal.

Exame on PepsiCo

Out today Exame Magazine (my all-time favorite business publication in Brazil) with a cover story on PepsiCo's CEO Indra Nooyi.  Great article explaining how multinational corporations are adapting to a new world order where understanding the dynamics of emerging markets like China, India, Brazil, is key to any company that operates globally.

Maybe it's time to give in...

Everyone who knows me will tell you how crazy I am for my BlackBerry.  But I have to confess that visiting the iPhone 3G App Store it made me think that it's time I give in and go for an iPhone. Anybody out there that uses a BlackBerry during the week for business and goes iPhone on week-ends?

Spend a day out of the office

Last month, I asked my entire marketing team to spend a Friday out of the office.  I didn't ask them to stay at home but to spend the day in Campos do Jordão, a winter resort close to São Paulo. Similar to what happens in other winter destinations, Campos becomes a perfect setting for Brazilian companies to showcase their brands to an affluent and influential demographic. I had been there a few weeks earlier and was impressed with the amount of brand activation initiatives, from lounges sponsored by tobacco companies, to an insurance company teaching kids about street safety, to a baby food company offering a nice space for moms to feed their kids. I asked them to learn from what they saw and report back.

The experience was awesome.  It's fascinating what people can experience when they get out of the office comfort zone.  We have to do this more often.

Smart insight leads to Eating Colorful

I like it when you see a product innovation based on a relevant consumer insight.  In this part of the world, many moms try to prepare meals with different colors, to provide their children with a variety of different nutrients. Nutritionists will say that colors of fruits and vegetables are associated to different nutritional properties. Therefore, a naturally colorful meal means a healthier one. Based on this insight, Knorr® launched a few months ago a line of Soups under an 'Eat Colorful' positioning. The line was initially launched in 4 colors: red, orange, yellow and green. In the case of Soup Red, it's a combination of tomato, red pepper and eggplant, with the benefits of vitamin A, C, iron, fibers and antioxidants.  

It's not easy creating a new concept in traditional categories, so I thought this was a wonderful reminder that there's always a new refreshing way way to look at things. The process always starts with a smart insight.