Brazilian movie “Estomago” is the cover of Pariscope

The Brazilian movie "Estomago" on the cover of Pariscope

What Brazilian would miss this opportunity? On the day when the Cannes Festival opens, the Parisian weekly “Le Pariscope” has a Brazilian movie in evidence. And let’s not forget that today is the premiere of “Robin Hood” as well. What role culture plays as an intangible asset for nations? How is Brazil doing in using culture as a marketing weapon in business?

In the very tangible department of finance, the idea of investing in culture is not common. It takes visionaries and strategists ti acknowledge the value of using culture and art as a weapon of marketing.

An historic example. In the late 1930ths, Getulio Vargas sent the young composer Villa-Lobos for a “sejour” in  Paris.  The hidden agenda was to make Brazil perceived not only as the country of samba and soccer, but a country capable of producing elaborated music.

Brazil in Cannes. The Ancine (The Brazilian agency for cinema) is funding the trip to Cannes of five Brazilian movie. They are: “Cinco vezes favela” (Veronica Machado, producer), “Alegria” (directors Felipe Bragança and Marina Meliande), “Estacao” (director Maria Faria) and “A distracao de Ivan” (director Gustavo Melo).

Brazilian culture is vast and powerful. It will make a positive impact abroad. We should use it more often as a marketing tool.

Published by Hildete Vodopives

Hildete de Moraes Vodopives is founder of Brazil Global and of the Harvard Strategists Group. She has a PhD in Economic History and advises companies and investment agencies in international business development.She served as Corporate Relations Director and later, on the board of the Brazilian Investment Analysts Association (APIMEC).

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