Real Creativity Portugal Bloom Consulting

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.
http://bloom-consulting.com/PRESS_ROOM/en/news/pdf/BloomEconomist.pdf
Aim:
To develop a brand
strategy that empowers
Portugal as a country of
innovation, technology
and creativity
This brand strategy
should work as an
umbrella for every
communication system
regarding TOURISM
and TRADE
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
For geographies that
have completely
different perceptions
1. Angola
2. Germany
3. Brazil
4. China
5. USA
6. Morocco
7. Poland
8. Russia
For different audiences
B2B B2C
With limited human and
financial resources
Facing an enormous
competition…
Starting from a negative
perception
“Backward, not very Wired”
The Economist magazine interviewing

Bloom Consulting about Portugal, 2006
Can Portugal be
perceived as
innovative?
Facing USA
and Germany
for instance?
Number of Patents
per million inhabitants
300
279
250
150
100
112
50
5,2
0
Portugal USA Germany
Source: European Patent Office
Or facing
countries
such as the
Netherlands
or Belgium?
Europe’s Innovation Scorecard
0.85
0.65
0.45
0.30
0.15
Source: European innovation Index 2005
“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
Can Portugal be
perceived as
Technological?
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
Portugal cannot
be positioned
as something
that it is NOT
“Innovation in the Public
and Private sector.
That’s our main focus.”
Portuguese Prime Minister José Socrates

Public speech in “Microsoft Government Leaders Forum”
It is the Country’s
vision, but its not
the reality
Therefore we need
to build a bridge to
achieve the desired
perception.
Portugal needs to
be authentic in
order to be credible
What is truly
Portuguese?
What unique
characteristics
can we find in the
Portuguese Genes?
If we could define the
Portuguese and
Portugal in one word…
what word would it be?
It is somehow difficult to
pinpoint why
Probably because of its history
Maybe it has to do with its
geography
That forced the Portuguese
to explore unknown seas,
alternative ways of survival and
new ways to reach
the world
Passing it on
from generation
to generation
That made Portugal the most
adaptive nation to extreme
circumstances, discovering
always a solution for any
problem, therefore generating
new and innovative ideas
We can’t really define it…
It’s a very unique mix,
that combines:
Simplicity
Improvisation
Ingenuity
It is a creativity
Proudly
Ownable
Present in tourism and in
several business activities
around the world… It is real!
What is the appeal of
“creativity” in today’s society,
for governments, companies
and universities?
“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."
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
Relevance in the
educational sector
Creativity lessons are taught in the most important
“business schools” worldwide
But… This intangible is not
being managed as an asset
nor in any other way.
It is time to promote
and manage Portuguese
Creativity
From now on Portuguese
Creativity will have
A name
A brand
Portuguese Creativity is called
Realcreativity™
Real case studies of Realcreativity™
Realcreativity™
We invite every Portuguese to

spread this concept all over the
world.
This presentation is yours.
Thank you!
realcreativity@bloom-consulting.com

Real Creativity Portugal Bloom Consulting

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Bloom Consulting donated this "Country Branding" strategy to the portuguese nation and to all the Portuguese in the

Bloom Consulting analyses, studies, creates and in the end applies.

“Backward, not very Wired”

The Economist magazine interviewing

Source: European Patent Office

Source: European innovation Index 2005

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

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

Portuguese Prime Minister José Socrates

Portuguese Creativity is called

We invite every Portuguese to

This presentation is yours.

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