Luiz Carlos Trabuco Cappi, the CEO of Bradesco, has been making headlines in news outlets and blogs in recent years. He is very iconic in the Brazilian business world as he had been able to work through many hurdles in the market. Here are some of the highlights of why Luiz Carlos Trabuco Cappi had won our hearts:
- He is the people’s CEO
Luiz Carlos is not the type of CEO to oppress the working class while living like a king on the backs of others. He is more of an innovator, a job saver and a philosopher in the world of business. He started from a humble beginning as a lowly bank taller that had miraculously worked his way up to executive positions. In no way does he take his current position for granted and he savors every moment of his job. During his time off, he would rather spend time with his wife rather than living the typical sinful life of a rich executive.
- He Aims For Stability
Previous executives of Bradesco had gone crazy with acquisitions to the point that the company was burdened with new liabilities. Luiz, on the other hand, had aimed for maintaining the internal structure of the company and making improvements to every little detail. He is aware that the company cannot skyrocket forward with the current economic climate, so it is best to maintain what the company has and improve services for the customers.
- He had reformed the marketing department of Bradesco.
Bradesco had been a very old-fashioned company when it comes to marketing. The founders of the company tended to shy away from the media to avoid any type of negative coverage. Luiz had taken the logic of any publicity is good publicity and he had become rather persistent with PR stunts and marketing campaigns. His methods had really worked since the company climbed its way to being the largest company in the country.
- His Company Loyalty
Luiz is a unique case in the sense that he has only worked for a single company in his lifetime, Bradesco. He had done work with relabeled subsidiaries, but overall he has served the brand, even when he had studied in university. Starting at the age of 18 in a low-level position, he had received recognition years later and was moved to executive positions in the 1980s.https://www.jusbrasil.com.br/topicos/105363091/luiz-carlos-trabuco-cappi
- He preferred To Study Liberal Arts
All of his peers in the banking industry had studied economics but Luiz had gone against the grain and studied sociology. It may be his odd degree that gives him a different perspective on life and business that made him rather successful.
More About Bradesco
Bradesco has been a powerhouse of a financial services organization and they have been operational since 1943. Since the original founder had died in the 1990’s, the company had gone through a handful of chairmen until Luiz had taken over.
The company had once been considered to be the largest in Brazil until much of the competition had merged into larger companies. They are still a force to be reckoned with as they have offices and cash machines in just about every part of Brazil. There are now nearly 40,000 cash machines available for Bradesco customers, making them one of the most convenient banks to have. They have also displayed dominance in the lending and private pension industries. Luiz himself had put a lot of effort into expanding private pensions, which is considered to be an extension of the government’s public system rather than a replacement.