2018 Better Than Forethought

Due to several happenings during 2017, I wondered that perhaps this last year could not be too good. At the end of 2017 I made some resolutions with the purpose to try increasing my year, and after the entire 2018 I am blissful because I have achieved many goals. Among them I may say that I am now a better father and I am trying to increase my relationship with family and friends in general. In addiction I can see how much I increased my relationship with myself enlarging my self-knowledge and career in general. And furthermore, although 2018 had begun with lots of troubles, during the year I approached many results and the aftermath was an awesome and fantastic 2018 with many learnings.

First of all, when we have our own family we are all the time trying to learn with them and fit our lives with the others. However, sometimes the things turn into difficult ones because everyone of us are singular, with different intentions and targets. In 2018 I had many opportunities to reflection about family and friends. I could think about their particularities, wishes and necessities, and then, I could adapt myself with them and have less misunderstands and misgivings. Reflecting now, is the situation solved? Of course that not, nevertheless the first step to approach the special skill on increasing relationships is to read people in general and to learn about their necessities. So, I may say that I am trying to do it.

Secondly, people around myself know how much effort I have been investing in myself trying to add more self-knowledge and to be a better guy in general. I have been reading many books, watching many presentations and doing several reflections about the world, our spirituality and development. Indefinitely 2018 was special such as an year where I could learn a lot. My career increased in quality, though not necessarily financially, I learned how important is to sew relationships, how important is to learn about people round ourselves and how decisive are our choices in life. Moreover, understanding people is the essence in life, if we can understand our family, friends, students, peers and people in general, we might be better, and I approached many goals doing it during 2018. Due to my resolutions I tried to turn into a better professor and teacher and I wonder to be thriving now than last year. Though I am not perfect in every of these aspects, nonetheless I believe to be stepping ahead to be a better person.

Finally, I really need to say that 2018 was an amazing year. Although many problems and endeavors it was a happy year. I could do short travels, I could spend some time with my family and friends, I could read, watch and learn many things, I could be at stadium watching my team to play, I could watch my team to be Champions again, I could dream more, I could imagine more, I could pray better, I could increase my relationship with God, I could enlarge my spirituality, I could be blessed every moment, I could be a better professor and teacher, I added many skills, I helped many people, I put some smiles on others face, I sang a little more, beamed a little more and many other things, however, above all, I was more bliss and I grew up.

Concluding, even though through the eyesight of 2017 this year had all to be disastrous, nevertheless 2018 was absolutely good. I learned a lot with family, friends, students and peers. Furthermore, if I compare the resolutions on the New Year's day, I achieved almost everything that I stablished like goals. I have never put some objectives such as to be rich or almost impossible ones, otherwise, I stablished the goals to be a better man, a terrific teacher, a great father and several simple ones, and gratefully I could approach them and to be happy during the blessed year of 2018.

We are the Champions... Again!

We are the Champions... Again!
On December 2nd, 2018 the National Championship in Brazil was wrapped up and Palmeiras was Brazil's Champions again. The team with the bigger amount of championships in Brazil has won again. Now with 10 National Championships (Brasileirão), 3 Brazil's Cup and 1 Cup of Champions, Palmeiras is still more ahead than the others as the Bigger Champions in Brazil.
I am so proud and so happy to be at Stadium every game at home and some game on road. Like we always sing, in this campaign I want always be with you...
My honor to Felipão our couch and our players Dudu, Felipe Melo, Bruno Henrique, Gustavo Gomes, Mayke and several others that proved with dedication to be the best team in Brazil again. Brazil is green... again! And we are too happy!
We are the Champions... Again!

I had a dream

Like Martin Luther King Jr I had a dream. However, my dream was not about USA, it was about my country. 
My country will be better and special. Brazil will be perfect when my dream turn into reality. 
One day I know, our country will have an awesome president, our country will enjoy a better life, our children will participate in a better educational system, our workers will earn righteous incomes, our TVs will broadcast increasingly better news, without corruption, violence and misconducts. My country will not have political parties, only a population. My country will be the best in the world.
In my dream Brazil will have more opportunities and a smarter population. Once in a while, we will have our troubles, however, everyone will bring solutions and not endless critics. Furthermore, in the future, my country will eliminate the poverty, the corruption, the inequality, the sadness and we will be happy.
In my dream, I will walk barefoot, I will smile, I will be free, and instead of what you think, it all will happen.

Happy New Year

Happy New Year!
Best wishes for all of you!!!

Why do I need to learn English?

  Nowadays the question on why do we need to learn english is constantly taking our times. If you are not a native english speaker, you are always running into someone or someplace that is charging you about your english. Furthermore, the companies still are every time putting english like one of the requirements to hire new employees. Although we can realize the trend on this behavior, other times we can not understand why are they requiring it, if none inside the company is using it. Another question is: why english and no other language? Or still: why do I need english if in my country nobody can talk with me in english? Why do I need it? Therefore, back and forth we are asking ourselves why do we need to know english.

Firstly, it is important to know that this is not a large conspiracy. The reason of the world requiring english from all of us, is neither because USA is the dominant country in the world nor because after the growth of capitalism the world has suffered an americanization. The USA is a superpower country and there are many american trends in the world. However, we need to remember that was United Kingdom that had spread the english language in the world. Thus, during ancient times when United Kingdom had colonized continents, they spread the language to several places including Scotland, Ireland, USA, Canada, Australia, some Caribbean countries, New Zealand, South Africa, part of South Asia and India, some countries at West and East Africa, and South Pacific. The British colonialism took place during 17th and 18th centuries and was an important event to turn english into a decisive language, due to the english spread to countries with potential to grow up.   

     Secondly, during 18th and 19th centuries United Kingdom was the leader of the Industrial Revolution. Therefore, it was necessary a language to dominate the industrial spread, and automatically the powerful country (British at first and USA after) tend to dominate the universal tongue. Thus, english turned into a business language and with the advance of USA during 20th century, english as a language was established as a commerce language. Although there are many countries with power in some trades, there is a tendency to set an unique language to standardize the operations and facilitate the business communication. Moreover, the USA economical and political dominance boosted with the technological advance perceived nowadays with devices having english as a dominant language, concentrate still more power around english. So, the computer revolution during the 20th century has still spread english on softwares and applications. To cut a long story short, who tends to dominate the trade (business and economy) tends to overpower the idiom. 

  Third, as well as english has been dominating the trade and technological world, it is easy to notice like important factors in our societies are dominated by english language. For instance, english dominates movies, series, cartoons and universal entertainment on TV, theater or devices. English also dominates music, being used in countries like an alternative tongue. Moreover, the culture of advertising comes from countries that have english as language. International travel and safety has been standardized in english with many signs and warnings in english. Furthermore, the educational trend nowadays is to use english as first or second idiom. So, english has been used within educational system (class and publications) like the main language in several countries that do not have english as the native tongue. Therefore, we could put here several other examples of english increasing in importance inside the world.

Concluding, seems unavoidable to consider english like a pivotal language to know nowadays. Even though sometimes some people have been overstating the importance of english in our daily lives, seems factual that be successful and be prepared to the future means among other facts, know english and has the ability to communicate and utilize english daily. Albeit now perhaps you can not perceive the importance of english in your life, it is likely that in the future the focus will turn around. Therefore, the world will carry on doing business in english, the use of english in technology and education will go on, and every day the world will keep on moving with people employing english as an universal language.    

Podcast: I BingeWatching

Hello. I am here again to share my podcast (I BingeWatching) with all of you.

https://itunes.apple.com/br/podcast/i-bingewatching/id1245811001?l=en&mt=2

I have already done 6 episodes that you can download at the feed above on Apple iTunes. It follows the list of series and movies from these first six episodes.

#01 - Bloodline

#02 - Vikings

#03 - Me Before You

#04 - Breaking Bad

#05 - The Leftovers

#06 - Hacksaw Ridge

Download, listen and share with me your opinion... Best regards. See you soon...   

Has advertising changed?

I would like to make some reflections about advertising nowadays, because seems for me that a lot of money has been spent wrongly for many agencies. Unfortunately seems that some people around the world insist interpreting inaccurately the idea that "the advertisement is the soul of the business". Of course that advertising is a fundamental part inside the field of business, however, in my point of view, there are many mistakes when agencies and companies think about sell goods. Moreover, the markets have been changing, and nowadays, they need to be reflected deeply because the society is more selective. Furthermore, the clients can have more knowledge and can choose among innumerable possibilities. The world has been changing quickly, otherwise, seems that advertising has been changing slowly.
Like most part of you know, I am a professor and among subjects that I have been teaching there is advertising. I graduated in Marketing and Advertising in 2001. During these 16 years I have been seeing the world changing fastest than advertising, and perhaps I am also carrying part of the blame when I teach the subject nowadays. Undoubtedly one of more important reflections that the professional needs to do nowadays concerns to consumer behavior, most precisely I believe that advertisers need to understand culture more than all. When we see young people choosing in life nowadays, it seems clear that they are thinking: "What culture or subculture are we gonna be part of?". Consequently, do you know what is important for us professionals nowadays? The best research that we can do is going and walking around the streets, going to festivals, malls, squares, stations, restaurants and bars, and surely most important, monkey around with social media, talking, sharing and knowing better the world. You need to go to everywhere and meet people. The secret of good advertising is to understand the target, hence you need go there and bump into them.
The students when studying advertising want to know how to create good ads. There is no secret. You can not teach good ads, but you can teach techniques. You can not teach how to interpret the world and transform in good ideas. You only can prepare them to analyze the world. In my opinion, advertising is a point of view, is someone trying on something that can be suitable to a culture or subculture. And how do you do it? Understanding deeply this culture, nursing your knowledge to have perfect decisions. Thus, you have to understand two things: the business problem and the audience need. Therefore what you need to do is listening rather than talking.
What makes a successful and effective campaign? The successful and effective campaign exists when we affect how consumers think, feel and behave with a brand. And, how can we do it? As I said before, understanding our consumers. How is the mistake then? The biggest mistake in my opinion is the practice to copy all. In my point of view, with some exceptions of course, advertising is a big copy. The majority of students go to universities and schools of communication to learn models, ads that worked, techniques from famous advertisers, and of course this is part of the process, but is not the unique part neither the essential. So, authenticity is more important than that. Be yourself. Research by yourself. Create by your own ideas. Try on. Understand the consumers and be yourself. Take risks. Nobody rises up in advertising without courage. Risk and creativity is part of this profession. However, one thing is the most important: authenticity. The way you will be recognized as a good advertiser is being different from the others.
Summing up, there are two important points to be efficient in advertising and achieve the success. First of all you have to understand your consumers better. You need to have contact with them, meet them, live what they have been living, because only with a big deal of knowledge about your target you will be precise and accurate. This first Renzo Rosso simplify well: "We are not doing things for them, but with them". Secondly, You have to copy less and be more yourself. You need to let the blossom happen and be different from others. Thus, what you need is something called authenticity. Hence, be yourself.

Thanks. See you soon.