July 10, 2014
Brazil as a marketing brand
Before the World Cup, if you googled the phrase “Brazil as a brand” you’d find all sorts of upbeat stuff. Clever marketing folk were positioning Brazil as “the marketer’s dream”, citing a culture buzzing with the sound of the Samba, and the roar of a crowd enjoying the jogo bonito. As one commentator from Think With Google writes: “When the rest of the world’s perception of your country is one of outgoing and sun-soaked people who love life, you’re starting in a good place”.
You certainly were. And that sun-soaked image managed to swamp other aspects of the Brazilian Brand that would place it alongside some far less desirable National Brands from around the world. Brazil is not an entirely happy place. Inequality is festering. Unrest is always just below the surface. Crime is a worry for tourists. But, most of all, as we now all know: they are not really that good at football any more.
That last sentence was not easy for me to write, even as a European, so potent is the myth that it debunks. So just imagine how it chips away at the DNA of being Brazilian – in Brazil.
It will be interesting to see how all this impacts on the future marketing image of Brazil. How long will it be before there are ads that play with that 7-1 humiliation as a comic gag? How long will it be before self-delusion and fantasy are seen as part of being Brazilian? And how – yes really, just how will they market the 2016 Olympics? To the world? But, more importantly – at home? Watch this space.
5 Comments
Last time something this glum was called Brazil it was directed by Terry Gilliam
(OK, it’s not original, but you wanted contributions…)
Original to me – thanks Calum !!
There is something called the “brazil nut” effect that means the brazils always come to the top in a bowl of mixed nuts. Suspect nationally and brand-ily as well as nuttily they will prevail! Have a good summer! R
I am working for a global life insurance company. Quite apart from estimating how other countries will leap on Brazil’s humiliation to further their own brand aspirations, we are trying to work out how it will impact Brazil’s local economy. So far signs are not good. A catastrophic loss of national confidence may well have significant effects on deep seated behaviours we have previously modelled with confidence, even complacency. At the corporate centre of my business we have seen a 90% drop in unsolicited communication from our Brazilian BU colleagues. (OK, I made up the statistic, but it’s lots) Normally we have to wade through daily rafts of effusive Latin-style self congratulation, but since ‘the match’, zip! But more significant and real is an instant drop in sales of both life insurance and investment flows. Either the sales force is too depressed to function normally or something else is going on. Should we seriously be working on factoring national sporting success, or otherwise, into our risk modelling. Crazy world.
Hi Simon and Roger
The joys of SPAM: I have just found your comments to this blog, lurking amongst 189 spam messages about knock-off hand bags and Viagra. Simon, your insight is fascinating. I wonder how long it lasted.
Looking forward to more comments from you both !!
Mark
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Brand refreshment is probably overdue:
1 year ago
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