100 Degrees of Brazil

100 days project

Day 07. Marco Piquini

foto (105)

Communication consultant.



Journalist, has worked with publications like O Estado de S.Paulo. He was for seven years a London-based free-lance correspondent, writing for that newspaper and many other Brazilian publications. While there, was also a guest-author with The Economist Intelligence Unit. In 1998, four years after his returning to Brazil and after 20 years of newsroom experience, became an executive at the auto-industry within Fiat Group. From 2007 to 2012 was Latin American Communication Director with truck maker Iveco, where was responsible for the brand re-launch and where he has introduced the “integrated communication” concept of work. At the end of 2012 has left the industry and founded TRÊS MEIA ZERO, a consulting house specialized in change management through brand strategy and integrated communication.


What is your impression about a brand called Brazil?


What is Brazil? Brazil is sympathetic, colorful and fun. Brazil is sensuous, musical and it has the Carnival. Brazil is sea, sun and football. Brazil has got Indians, wild animals, forests. Brazil has got joy, spontaneity and courtesy. It has a huge domestic market but can feed the world. It is vast, rich and unexploited. It has some of the most interesting cities on the world, but it has got poverty, insecurity and violence. Brazil has beauty and ugliness. Creativity and bad taste. Good and bad, Brazil has everything.

But Brazil hasn’t got a brand strategy to lead a country master plan. An idea that finds some unity in that diversity – and projects collective and individual missions. That spurs and aggregate citizenship. That inspires planning before improvisation. That promotes growth and eliminate inequality. That allows for a rethinking and reutilization of public spaces. That foster a concept of minimum quality for its people, but also for those who visit it from abroad – or that look at it and analyses it from the distance.

Successive efforts from different government administrations have succeed only in generating circumstantial political slogans. It is a fact that a country’s brand strategy is not easy to devise, especially in a country under permanent chance and evolution. We would all profit if we could synthetize, communicate and embrace one Brazil’s brand. It would be an excellent starting point to plan and draw a better future.

While it does not happen, we keep going along as a walking metamorphosis –  what for good or bad, is our only brand.


– português

Sobre Marco Piquini:

Jornalista, trabalhou em publicações como O Estado de S.Paulo. Foi por sete anos, em Londres, correspondente free-lancer para aquele jornal e para várias outras publicações brasileiras, onde também trabalhou como autor-convidado junto ao The Economist Intelligence Unit. Em 1998, quatro anos depois de retornar ao Brasil, e depois de 20 anos de redação de jornal, assumiu como executivo de comunicação no Grupo Fiat. Entre 2007 e 2012 foi diretor de comunicação América Latina da Iveco, onde relançou a marca e implantou a comunicação integrada. No final de 2012 saiu da indústria para fundar a TRÊS MEIA ZERO, consultoria especializada em gestão da mudança a partir estratégia da marca e da comunicação integrada.


Qual é a sua impressão de uma marca chamada Brasil?


O Brasil é o quê? O Brasil é simpático, colorido, divertido. O Brasil é sensual, musical e tem o carnaval. O Brasil é mar, sol e futebol. O Brasil tem índio, bicho e floresta. O Brasil tem alegria, espontaneidade e cortesia. Tem um mercado interno gigante e pode alimentar o mundo. É vasto, rico e inexplorado. Tem algumas das mais interessantes cidades do mundo. Mas tem pobreza, insegurança e violência. O Brasil tem beleza e feiura. Criatividade e mau gosto. Do bom e do ruim, o Brasil tem tudo.

Mas não tem uma estratégia de marca que direcione um plano de país. Uma ideia que encontre uma unidade nessa diversidade e que projete um propósito coletivo e individual. Que gere e compartilhe cidadania. Que inspire planejamento antes do “jeitinho”. Que promova crescimento equalizador da desigualdade. Que permita a reconsideração e a reforma do espaço público. Que leve à busca de um conceito de qualidade mínima não só para sua população, mas também para quem o visita – ou o vê e analisa, de longe.

Esforços de sucessivos governos neste sentido resultaram apenas em slogans políticos circunstanciais. E de fato, uma estratégia de marca de país não é algo fácil de fazer – especialmente em um país em permanente mudança e evolução. Todos ganharíamos se conseguíssemos resumir, comunicar e abraçar uma marca Brasil. Seria um excelente ponto de partida para desenhar com maior segurança nosso futuro.

Enquanto isso não acontece, continuamos a ser uma metamorfose ambulante – que, bem ou mal, é nossa única marca.


5 comments on “Day 07. Marco Piquini

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    April 25, 2013

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      April 25, 2013

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This entry was posted on April 19, 2013 by in Brazilians and tagged , , , , , , , .

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