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.

Monocle 24

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