Emerging Markets

Rubber soled tiger— Brazil


Perhaps unfairly lumped in with Russia, India and China, Brazil has natural assets – sunny disposition, carnival attitude – that are peculiarly unquantifiable. And as Monocle’s trip to the country discovered, the next 10 years might be its best.

Brazil, Bricks, rising

On a recent tour of Brazil that saw ­Monocle’s editors spend time with diplomats and policymakers in Brasília, entrepreneurs in São Paulo and politicians and pretty people in Rio de Janeiro, the subject of the nation’s natural assets were a constant topic of conversation. While it’s hard to ignore the hulking Petrobras building in the centre of Rio and the role the company will play in extracting oil from fields not far offshore, it’s even harder to ignore the enormous goodwill the country enjoys on the world stage.

Brazil may not have as many…

A few ways diplomats in Brasília might turn up the volume on Brand Brazil:

01 Create a global, public service news organisation broadcasting in Portuguese, Spanish, Mandarin, Japanese, Arabic and English.
02 Staff the network with the smartest and best-looking people the nation has to offer.
03 Create a new architectural language for foreign missions and put architect Isay Weinfeld in charge.
04 Turn an existing airline into a global mega-carrier or create a new one.
05 Make Brazil synonymous with the best in service across all sectors.


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