{"id":601,"date":"2011-01-07T19:16:00","date_gmt":"2011-01-07T19:16:00","guid":{"rendered":"http:\/\/behavior.web1313.kinghost.net\/blog\/a-opcao-do-santander\/"},"modified":"2015-03-25T12:50:40","modified_gmt":"2015-03-25T12:50:40","slug":"a-opcao-do-santander","status":"publish","type":"post","link":"https:\/\/www.behavior.com.br\/blog\/es\/a-opcao-do-santander\/","title":{"rendered":"A op\u00e7\u00e3o do Santander"},"content":{"rendered":"

<\/p>\n

http:\/\/epocanegocios.globo.com\/Revista\/Common\/0,,EMI198860-16642,00.html<\/a><\/span><\/span><\/h3>\n


<\/span><\/span><\/h3>\n


<\/span><\/span><\/h3>\n
<\/a><\/div>\n

O Real foi um banco que marcou a hist\u00f3ria de branding no Brasil. Embora atuando numa \u00e1rea bastante \u00e1rida como a financeira, soube criar credibilidade com seu discurso de busca pela sustentabilidade e com seu esfor\u00e7o em criar relacionamentos saud\u00e1veis.<\/span><\/h3>\n


<\/span><\/h3>\n

Sem d\u00favida quem tornou isso poss\u00edvel foi o Fabio Barbosa, at\u00e9 dezembro de 2010 presidente do Banco, liderando equipes e consultorias que tornaram isso poss\u00edvel. Promovendo o ambiente, as cren\u00e7as e valores necess\u00e1rios para que todo o discurso sustent\u00e1vel – no sentido mais amplo e humano – se tornasse cada vez mais verdadeiro. Quem sabe a dificuldade em tornar real objetivos que contribuam \u00abpara um mundo melhor\u00bb dentro das corpora\u00e7\u00f5es reconhece o m\u00e9rito deste homem e sua equipe.<\/span><\/h3>\n


<\/span><\/h3>\n

Ele soube criar um modelo de constru\u00e7\u00e3o de marca que foi in\u00fameras vezes copiado e utilizado como benchmarking. Em qualquer evento de resson\u00e2ncia nos t\u00f3picos branding e sustentabilidade, o Banco Real era palestra obrigat\u00f3ria.<\/span><\/h3>\n


<\/span><\/h3>\n

Quando da compra pelo Santander muitos admiradores ficaram apreensivos, conscientes da diferen\u00e7as culturais, mas o fato do Fabio Barbosa continuar como presidente trouxe al\u00edvio e orgulho a quem acompanha a trajet\u00f3ria dessa marca. <\/span><\/h3>\n


<\/span><\/h3>\n

Por\u00e9m, soubemos agora que sua perman\u00eancia s\u00f3 durou o suficiente para fazer a integra\u00e7\u00e3o das duas marcas. O que me leva a crer que no quesito cultura, embora previs\u00edvel a dificuldade em integrar os que ‘abra\u00e7am arvores’ com os que ‘matam touros’, talvez n\u00e3o haja tido tanto sucesso.<\/span><\/span><\/h3>\n


<\/span><\/h3>\n

Espero realmente estar equivocada porque ser\u00e1 lament\u00e1vel se o Marcial Portela n\u00e3o tiver o interesse ou compet\u00eancia para continuar esse case mundial e que tanto ajuda a n\u00f3s, que trabalhamos para ajudar \u00e0s organiza\u00e7\u00f5es para fazerem escolhas mais humanas e sustent\u00e1veis. <\/span><\/h3>\n

<\/span><\/div>\n
Vamos esperar.<\/span><\/div>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

http:\/\/epocanegocios.globo.com\/Revista\/Common\/0,,EMI198860-16642,00.html O Real foi um banco que marcou a hist\u00f3ria de branding no Brasil. 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