Planeta Varejo

By João Batista Ferreira

Innovate • Differentiate • Create • Sustain • Validate • Collaborate
Innovative companies educate consumers.

1. Crisis = unemployment;
2. People = instinct;
3. Commitment;
4. Era shifts happen;
5. This is the century of Design;
6. New leaders, new paradigms;
7. From real estate to financials;
8. Understanding through engagement ;
9. Corporate profit is always an unknown variable;
10. Category management;
11. The company is in the driver’s seat of its own destiny;
12. The only certainty is the amount of accounts payable.
13. Brazil’s economy is not self-sufficient
14. Entrepreneurship turns innovation into business;
15. Rewards: desires, modernity, innovation and boldness;
16. People’s motivation for visiting a doctor is mostly psychological;
17. Trade up and reposition for the new times;
18. The short term is for your sales goal; Trade Marketing has to do with the medium and long terms;
19. A high rate of “surprisingness.” At all times;
20. Brazilian shopping centers are no longer family-run businesses: these days they are governance-based corporations;
21. An anthropological model to integrate management and culture;
22. Explosive spending niches in Brazil: the Northeast, the inland region of the state of Sao Paulo, upstate region of the state of Rio de Janeiro;
23. Consumers will not buy unless the added value is attractive;
24. One strategy for all and customized communication for the different clusters;
25. Feed long-term goals with small short-term victories;
26. Investor: acquire now or leave the asset for someone else;
27. Penetrate the organization, albeit with a minority holding;
28. More than profit share, companies fight for market share;
29. Latinobarómetro provides more information than Marketing does;
30. Most companies run by CFOs are a mess;
31. It is the sergeants, lieutenants and captains who drive innovation;
32. As of 2009, Brazil has 60 million computers installed: one for every three people;
33. Brazil’s laptop computer market is expected to grow by 185% in 2009;
34. 32 million Brazilians above age 10 access the Internet;
35. The company has to show that it speaks the consumer’s language;
36. Grow based on revenues above expenses, not debt;
37. Look forward, not to the balance sheet;
38. Being big today is no guarantee of being big tomorrow;
39. Increasing the value of the business should be a company’s permanent goal;
40. Attention to the “hormonal” details of the business;
41. A sense of urgency, consolidation and outsourcing;
42. Backup team;
43. Access to capital;
44. Intuition commands actions, Trade Marketing just guides them;
45. How to fight the dragon?
46. WOM – Word of Mouth;
47. Brand consumption is vacant;
48. Experience mapping;
49. Convergence;
50. Authenticity: a key brand attribute

+ 1 - New mantra: “Ideas are the new currency.” Marc Gobé.

João Batista Ferreira
Titular da J2b
A company specializing in Brand Interaction.