Sergio Pinto is a New Business & Product Director for Synovate in Brazil and an expert on brand positioning and communications. He is responsible for creating innovative business solutions for clients, working with key leaders across Latin America and around the world. Sergio co-wrote the book "Interactive Marketing" (2010, published by Saint Paul). He is an avid enthusiast of social networks, new media and metaverses.

Contact Sergio Pinto

I’ve been reading a lot about new ways of doing consumer research. There’s a constant buzz about the latest methodology breakthrough or innovation. In fact, that’s all I seem to hear lately and I don’t think I’m alone.

More and more a wide variety of categories are going through an avalanche of ideas and fads in the modus operandi these days. But I can assure you few of them are as affected as my industry: market research. No hint of provincialism intended.

I hear phrases on both extremes, from “market research is dead” to “this is going to be the biggest breakthrough in market research” on a daily basis (along with the routine “good morning” and “can I get a discount on this proposal?”).

In my view, market research is continually undergoing changes. Looking back in time, I see three primary eras of our industry.

[Read more]

Dear readers,

The latest edition of Change Agent, Synovate’s global magazine for the marketing community, is now available. I have contributed an article about the consumers’ response to environmental and sustainability issues.

Please take a look by clicking here.

The main point I propose is that Brazilians tend to ‘outsource’ the issue of sustainability; the general attitude being: ‛Why should I change my life to save the planet if my neighbor does not do the same?’

[Read more]

Unfortunately for most of us the holidays are long over (although many of our livers are rejoicing!). With 2010 a memory,  people are now making wishes and resolutions for this year. All of us are taking a look at ourselves and our lives, seeking to correct mistakes, recover the teen spirit, improve our relationships, go on a diet, hit the gym, quit eating French fries, etc…

But what has come of these resolutions so far? [Read more]

Another year has come and gone.

For me, 2010 will be remembered as the year of the tablet. Led by the iPad, another vertiginous idea from Steve Jobs, took center stage in this year.

So, what will 2011 bring to us? Who will “rock” in the market? According to my crystal ball, this will be a year with no big surprises. Here’s my prediction on what will rock in 2011:

Technology: iPad. Further growth as more and more applications are being developed.

Social Networking: Facebook. No comment necessary.

Phones: Samsung as a manufacturer and Android as operating system.

Drinks: Vodka. No brands will stand out.

Car: I await the new Beetle. Maybe we will see an electric model?

Energy: The cue ball will be the Geothermal.

Food: I await the launch of a fat product with chocolate flavor, with as many calories as a glass of water and an energy boost like espresso.

Clothing: The bodice of Katy Perry.

Movie: Captain America Music: this will be my year! I’ll launch my remastered collection of Beethoven in August.

Sports: Mixed Martial Arts will find it’s way to schools and gaining more popularity and recognition.

And, you, what do you think? Should I switch the cells of my crystal ball? Or should I wait longer?

Yeah, Christmas is coming. Christian or not, you, my reader, will agree that the topic deserves a chapter in relation to the major themes highlighted in the title of this post. If you do not agree, I’ll put some ideas that show the strength in terms of branding and positioning the “Christmas” means.

Let us therefore begin with the easiest, the holiday: There are over 2000 years, religiously (in every sense), the date is celebrated by Christians. As of late September, early October, we see that the shops, people, everyone begins to breathe the atmosphere of Christmas. Arriving in December then it becomes uproar. Whether in the Northern Hemisphere, this time of year is in winter, in the south, which is midsummer, Christmas is always celebrated. Interesting that in the past, celebration of the death and not the birth of his saints was the main tradition among Christians. And then came Christmas!

And then came the economic part, profitable…

[Read more]

I recently read an article on brand positioning when I came across something unusual. In the midst of all those matters already expected such as mission, values, soul, brand personality, appeared the aforementioned “unusual factors”: a hyperlink to purchase a manual “on how to manage and position brands”.

Look, nothing against tutorials, examples, tips and all details that can make an outsider or novice more informed about the wacky and challenging world of marketing. However, as this came across from a much respected magazine – which will remain unnamed – I stopped to reflect how our commercial interest may affect the subject of this article: positioning.

For those who now ask me why, I return with another question: Does it make sense for a prestigious business and a respected magazine to author a how-to brand manual? One more question, to reinforce my point of view: If the magazine is positioned for an audience that supposedly experiences marketing topics 24 hours a day, do they really need a manual?

I support the principle that it doesn’t. Especially because, as a Brazilian, emerging as the feature, I definitely expect our executives to be light years away from this reality. Second, I also suffer from the extreme commercial pressures for meeting budget, revenue targets, profitability, etc. But keep in mind that a slide in my trade policies may affect the company’s brand that I represent – and their customers.

However, if positioning is everything that involves the use and coordination of many communication resources to maximize the consistency and clarity of the brand message (source: magazine motto of this post), its commercial assets, even in times of pressure for budget, as in November, should they not follow their own advice?

I cheer this guide as really something amazing that teaches all interested parties to make marketing so perfectly that it shines! I do cheer a lot! I, as nonreader of this manual, will do something different, not combined with others like competitors. I will do something that I believe with soul and personality; things that you may not find in a how-to manual. And I will stand, surely, in another mental space.

You may not buy me. But you’ll certainly know why you did not buy.