{"id":5975,"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":"2011-01-07T19:16:00","modified_gmt":"2011-01-07T19:16:00","slug":"a-opcao-do-santander","status":"publish","type":"post","link":"https:\/\/nanybilate.com\/en\/sem-categoria\/a-opcao-do-santander\/","title":{"rendered":"<!--:pt-->A op\u00e7\u00e3o do Santander<!--:--><!--:en-->A op\u00e7\u00e3o do Santander<!--:--><!--:es-->A op\u00e7\u00e3o do Santander<!--:-->"},"content":{"rendered":"<p><!--:pt--><\/p>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #8e7cc3; font-family: Arial, Helvetica, sans-serif; font-size: small;\"><span><a href=\"http:\/\/epocanegocios.globo.com\/Revista\/Common\/0,,EMI198860-16642,00.html\">http:\/\/epocanegocios.globo.com\/Revista\/Common\/0,,EMI198860-16642,00.html<\/a><\/span><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #8e7cc3; font-family: Arial, Helvetica, sans-serif; font-size: small;\"><span><br \/><\/span><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #8e7cc3; font-family: Arial, Helvetica, sans-serif; font-size: small;\"><span><br \/><\/span><\/span><\/h3>\n<div style=\"clear: both; text-align: center;\"><a href=\"http:\/\/behavior.web1313.kinghost.net\/blog\/wp-content\/uploads\/2011\/01\/0-252C-252C44283079-252C00.jpg\" style=\"clear: left; float: left; margin-bottom: 1em; margin-right: 1em;\"><img decoding=\"async\" border=\"0\" height=\"200\" src=\"http:\/\/behavior.web1313.kinghost.net\/blog\/wp-content\/uploads\/2011\/01\/0-252C-252C44283079-252C00-276x300.jpg\" width=\"183\" \/><\/a><\/div>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">Sem d\u00favida quem tornou isso poss\u00edvel foi o Fabio Barbosa,&nbsp;at\u00e9 dezembro de 2010 presidente do Banco,&nbsp;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 &#8211; no sentido mais amplo e humano &#8211; se tornasse cada vez mais verdadeiro. Quem sabe a dificuldade em tornar real objetivos que contribuam &#8220;para um mundo melhor&#8221; dentro das corpora\u00e7\u00f5es reconhece o m\u00e9rito deste homem e sua equipe.<\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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.&nbsp;<\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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 &#8216;abra\u00e7am arvores&#8217; com os que &#8216;matam tou<span style=\"display: inline;\">ros&#8217;, talvez n\u00e3o haja tido tanto sucesso.<\/span><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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.&nbsp;<\/span><\/h3>\n<div><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/div>\n<div><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">Vamos esperar.<\/span><\/div>\n<p><!--:--><!--:en--><\/p>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #8e7cc3; font-family: Arial, Helvetica, sans-serif; font-size: small;\"><span><a href=\"http:\/\/epocanegocios.globo.com\/Revista\/Common\/0,,EMI198860-16642,00.html\">http:\/\/epocanegocios.globo.com\/Revista\/Common\/0,,EMI198860-16642,00.html<\/a><\/span><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #8e7cc3; font-family: Arial, Helvetica, sans-serif; font-size: small;\"><span><br \/><\/span><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #8e7cc3; font-family: Arial, Helvetica, sans-serif; font-size: small;\"><span><br \/><\/span><\/span><\/h3>\n<div style=\"clear: both; text-align: center;\"><a href=\"http:\/\/behavior.web1313.kinghost.net\/blog\/wp-content\/uploads\/2011\/01\/0-252C-252C44283079-252C00.jpg\" style=\"clear: left; float: left; margin-bottom: 1em; margin-right: 1em;\"><img decoding=\"async\" border=\"0\" height=\"200\" src=\"http:\/\/behavior.web1313.kinghost.net\/blog\/wp-content\/uploads\/2011\/01\/0-252C-252C44283079-252C00-276x300.jpg\" width=\"183\" \/><\/a><\/div>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">Sem d\u00favida quem tornou isso poss\u00edvel foi o Fabio Barbosa,&nbsp;at\u00e9 dezembro de 2010 presidente do Banco,&nbsp;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 &#8211; no sentido mais amplo e humano &#8211; se tornasse cada vez mais verdadeiro. Quem sabe a dificuldade em tornar real objetivos que contribuam &#8220;para um mundo melhor&#8221; dentro das corpora\u00e7\u00f5es reconhece o m\u00e9rito deste homem e sua equipe.<\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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.&nbsp;<\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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 &#8216;abra\u00e7am arvores&#8217; com os que &#8216;matam tou<span style=\"display: inline;\">ros&#8217;, talvez n\u00e3o haja tido tanto sucesso.<\/span><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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.&nbsp;<\/span><\/h3>\n<div><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/div>\n<div><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">Vamos esperar.<\/span><\/div>\n<p><!--:--><!--:es--><\/p>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #8e7cc3; font-family: Arial, Helvetica, sans-serif; font-size: small;\"><span><a href=\"http:\/\/epocanegocios.globo.com\/Revista\/Common\/0,,EMI198860-16642,00.html\">http:\/\/epocanegocios.globo.com\/Revista\/Common\/0,,EMI198860-16642,00.html<\/a><\/span><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #8e7cc3; font-family: Arial, Helvetica, sans-serif; font-size: small;\"><span><br \/><\/span><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #8e7cc3; font-family: Arial, Helvetica, sans-serif; font-size: small;\"><span><br \/><\/span><\/span><\/h3>\n<div style=\"clear: both; text-align: center;\"><a href=\"http:\/\/behavior.web1313.kinghost.net\/blog\/wp-content\/uploads\/2011\/01\/0-252C-252C44283079-252C00.jpg\" style=\"clear: left; float: left; margin-bottom: 1em; margin-right: 1em;\"><img decoding=\"async\" border=\"0\" height=\"200\" src=\"http:\/\/behavior.web1313.kinghost.net\/blog\/wp-content\/uploads\/2011\/01\/0-252C-252C44283079-252C00-276x300.jpg\" width=\"183\" \/><\/a><\/div>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">Sem d\u00favida quem tornou isso poss\u00edvel foi o Fabio Barbosa,&nbsp;at\u00e9 dezembro de 2010 presidente do Banco,&nbsp;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 &#8211; no sentido mais amplo e humano &#8211; se tornasse cada vez mais verdadeiro. Quem sabe a dificuldade em tornar real objetivos que contribuam &#8220;para um mundo melhor&#8221; dentro das corpora\u00e7\u00f5es reconhece o m\u00e9rito deste homem e sua equipe.<\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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.&nbsp;<\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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 &#8216;abra\u00e7am arvores&#8217; com os que &#8216;matam tou<span style=\"display: inline;\">ros&#8217;, talvez n\u00e3o haja tido tanto sucesso.<\/span><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/h3>\n<h3 data-ft=\"{&quot;type&quot;:&quot;msg&quot;}\" style=\"font-weight: normal; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: justify;\"><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">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.&nbsp;<\/span><\/h3>\n<div><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\"><br \/><\/span><\/div>\n<div><span style=\"color: #674ea7; display: inline; font-family: Georgia, 'Times New Roman', serif; font-size: large;\">Vamos esperar.<\/span><\/div>\n<p><!--:--><\/p>","protected":false},"excerpt":{"rendered":"<p>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. 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. Sem d\u00favida quem tornou isso poss\u00edvel foi o Fabio Barbosa,&nbsp;at\u00e9 dezembro de 2010 presidente [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1185,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-5975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sem-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A op\u00e7\u00e3o do SantanderA op\u00e7\u00e3o do SantanderA op\u00e7\u00e3o do Santander - Nany Bilate, Pesquisadora, Feminilidades e Masculinidades.<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nanybilate.com\/en\/sem-categoria\/a-opcao-do-santander\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A op\u00e7\u00e3o do SantanderA op\u00e7\u00e3o do SantanderA op\u00e7\u00e3o do Santander - Nany Bilate, Pesquisadora, Feminilidades e Masculinidades.\" \/>\n<meta property=\"og:description\" content=\"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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