Posts in the Development and Innovation category

Professor Antonio Roberto de Oliveira has returned to Finland for his second visit this year. This time though, he is not alone. Antonio and six of his students embarked on an innovative journey of discovering new methodologies, learning techniques and entrepreneurship with the aim of changing the traditional system back in their home country, Brazil. On the last leg of their trip, they stopped at TAMK’s Proakatemia to learn more about teamwork and young leadership.

Antonio, where did your second trip to Finland start and when did you arrive to Tampere?

My journey started a week ago, in Helsinki, where we had a workshop on service design and visited a few innovative consultancies.  After that, we went to Tallinn for one day and since Monday, we’ve been in Tampere.

What have you been doing in Tampere?

We visited Mediapolis, New Factory, Futurice , Suomen Luonnonkosmetiikan Osuustukku and Suomen Lasinjalostus during our first two days here. We were impressed by the last company and their great idea of transforming used glass in reusable products. I think that’s an inspiring project. On our last day in Finland, we decided to visit Proakatemia.

What are your impressions so far?

In the morning, there was a one-hour workshop on friend leadership and now we’re taking part in an innovative challenge coming from Suomen Luonnonkosmetiikan Osuustukku, a Finnish company specialized in organic cosmetics. The theme is how to sell organic cosmetic products via Internet. Two of my students, Marcos and his wife, Sheila own a cosmetics company called Medicatriz so they know a lot about the market, customer behavior and touchpoints. Altogether with the rest of the group and Proaketemia students, they have been divided into three teams working together on new ideas. I was amazed to see that Proakatemia students, even though they are younger than my students, are already thinking ahead. They are really nice and engaged people, know what they want and are prepared for the market. The level of discussions in here is high and that’s one the most important things about this place.

Last time we talked, you told me how you wanted to change the traditional system back in your home institution, Rio Branco. Is that still one of your goals?

Yes, it is. In Brazil, the competition is high and we’re not used to work together. When people start learning and going to schools, they’re used with following a traditional system. Nowadays, we’re trying to change their mindsets by working in teams and adding entrepreneurship to all study fields. I know that anyone has the power to be innovative. They just have to push themselves and work as entrepreneurs if they want to create a social impact.

How is this change affecting the way the teacher is perceived?

The teacher is going to be facilitating the process of learning by stepping off of the stage. As a result, students will show more enthusiasm and have more power. To think by themselves and to work in teams. As a teacher, my purpose is to change mindsets with the use of different methodologies. I believe I have the power to do that and show my students the best way to redesign their lives.

Have you got a motto in life?

My motto is “Different to make a difference!”.





In the first three photos: Antonio’s students working in teams with Proakatemia students





In the last two photos: Professor Antonio Roberto de Oliveira, Coordinator of the Master in Branding Innovation at Rio Branco College in Brazil and Virpi Heinonen, Customer Relationship Manager (Global Education at Tampere University of Applied Sciences)

Text & photos: Andruta Ilie

Read about Antonio’s first visit to Finland:

Collaboration is the new key word in education



Professor Antonio Roberto De Oliveira is visiting Finland and Tampere for the first time. He wanted to learn more about Tampere University of Applied Sciences which has been a model and partner for the Rio Branco Faculties in Brazil for seven years now.


This is your first time in Tampere. How has it been so far?

The city is amazing. I like it a lot. It was one of the most important experiences in my life. So many things to learn, impressions and suggestions to take back home with me and introduce to my country and to the institution I work for. Unfortunately, I didn’t have much time to explore places, but I plan to do that when I return in September.

So you intend to come back. Will it be related to the existing connection between TAMK’s Proacademy and the Rio Branco Faculties?

Definitely. The relationship between Rio Branco and TAMK started seven years ago. The aim was to bring back to Brazil different teaching and learning experiences. During my research period as a Brand Consultant for Rio Branco, I understood that we need to change a lot and to be perceived as an innovative institution. We need to differentiate because the competition in Brazil is enormous. And we have to do that immediately. The best time is now.

How will the students benefit from these changes?

Two years ago, I added my entrepreneurship skills to the courses introducing a collaboration system where the teacher is the facilitator and the student is the protagonist. Sometimes I think that the student wants a step by step recipe. And there is no recipe, really. You have to do your own methodology and decide the best way to learn. As a result, students are more creative and engaged.

I know you take groups of students to the Brunel University of London every year for an exchange experience. Would you consider Finland at any point?

We have been going to London for ten years now for the International Branding week. I’m also considering coming to Finland for an exchange experience as an addition to that. And TAMK students can come to Brazil to visit some companies, do some networking and enjoy the Brazilian lifestyle. Sao Paolo, the city I live in, is very beautiful. There are many things to do and explore like art galleries, theaters, a variety of cuisines and a great nightlife. There is even a small town called Penedo in the southern side of Rio founded by Finnish settlers.

You are known to be one of the first pioneers in branding in Brazil. What made you choose branding and neuromarketing in particular?

In 1998, I went to Montreal, Canada to attend the 10th International Corporate Identity Conference on branding and the main topic was brand identity. After three hours, I realized this was something completely new to me. Nobody talked about branding in Brazil. I went back home and decided to change everything. But there was a problem. I couldn’t find a bibliography on the subject. So I contacted the people I met at the conference and they sent me books and materials to study.

What was the biggest challenge in your professional activity until now?

I’ve done a lot of work and research in the education branding field, but the most challenging project is with the Rio Branco Faculties. Our goal is to develop the viewpoints through research, design thinking and new strategies. This is very challenging to me. I love this project.


me and antonioYou lead a very busy life. You teach at different institutes, you are a speaker and you also write prefaces on several books on Branding and Design Thinking. How do you manage to find the balance between work and personal life?

Ask my wife (he laughs). I like traveling a lot so I do that a lot, especially for work. When I’m at home though, I spend my time with my wife and our children. We like going to the countryside a lot. And to eat chocolate fondue.


Interview has been condensed and edited.

Text: Andruta Ilie

Photos: Essi Kannelkoski


On his first visit this year to Finland, Professor Antonio Roberto de Oliveira found some time to come to Tampere University of Applied Sciences and share his knowledge on neuromarketing and branding.

Professor de Oliveira is the Coordinator of the Master in Branding Innovation at Rio Branco College in Brazil, the Regional Director for South America of Managic Institute, Professor at Mackenzie University of Sao Paulo and also the Coordinator of the International Branding Week, an annual event held in partnership with the Brunel University of London. Needless to say he is also a speaker, reviewer and author of prefaces on several books in the areas of Design Thinking and Branding.

During the workshop, the process of brand building was explained and exemplified. ‘A brand is a promise’, once stated Walter Landor, well-known as the founder of Landor Associates (a famous German brand consulting firm started in 1941). However, Professor de Oliveira believes a brand can be best defined as the delivery of a promise. It starts from a design concept and becomes successful when the brand’s vision is aligned between the CEO, the employees and the consumers.

DeOliveira_AI_webNowadays, anyone can become a brand. The way you manage and build your own brand is as important as the way it’s perceived by others. It should stay true to your values and differentiate you from your competitors. Getting a person to know your product or service and actually recommend it to other people requires time, innovation and an outstanding management level. The key to success is customer satisfaction which naturally leads to loyalty. And that can be reached through branding. So if you’re planning a business meant to last, build a brand.

More information:
‘The Brand Gap’ by Marty Neumeier
‘The Designful Company: How to Build a Culture of Nonstop Innovation’ by Marty Neumeier
‘The Essential Brand Book: Over 100 Techniques to Increase Brand Value’ by Iain Ellwood

Text & photo: Andruta Ilie


The fourth International Week for Research, Development and Innovation is going on at TAMK Kuntokatu Campus on 9.-12.2.2015.

In total 20 staff members of higher education institutions from Belgium, Estonia, Germany, Hungary, Netherlands, Portugal, Slovenia, Spain, Switzerland and UK are participating the week.

The workshops of the week concentrate on three different themes:

  • Design of future Services
  • Low carbon economy and energy efficiency
  • Digitalisation and Industrial Internet




The aims of the workshops are to find common topics of interest and turn the new ideas into international project proposals for obtaining project funding. Workshop teams are led by TAMK´s inspiring leaders: Aki Korpela, Kari Kallioharju, Tarja Tittonen, Seija Pajari-Stylman, Petri Pohjola and Juho Jaakkola. The working in the teams is very intensive with people who you haven´t met before, therefore lots of motivation and a strong team spirit is needed to get good results. After the workshops all active participants are rewarded with relaxing sauna evening!


kuva 1

kuva 6


It was also our pleasure to serve hospitality and service by our students in the get-together party on Tuesday evening. The guests of International Week for Research, Development and Innovation and a parallel International Week for Engineering got the chance to know each other. The menu was delicious and inspired by Finnish nature and ingredients. Thank you Senior Lecturer Sami Salonen and the third year student team!

Here you can find more information of the IWRDI:


Text: Ella Kallio and Ursula Helsky-Lehtola
Pictures: Josefiina Kemppinen and Ursula Helsky-Lehtola