Colombian equity fund getting to Europe. A lesson to Brazilians

Citywire today brings the news that Colombian asset manager Bolsa y Renta (ByR), has brought its “flagship domestic equity offering” to Europe in response to growing demand among institutional investors for local country specialists. The group says it is the first to offer singular access to Latin America’s fourth largest economy in Ucits form.

Now, I wonder: Colombians did a better job than us in marketing coffee and selling to new markets.

Colombian coffee adverting

Traditionally, Brazil has been the number one coffee producer in the world. Sitting in this grand pole position seemed enough. No marketing, no strategy was necessary. Look where it got us. Today, everywhere in the world you hear about the great Colombian coffee.

Like the ad for café Tainá suggests: Let's stay awake

Let’s hope that we have learned the lesson. It is not enough to be good, you need to look good. Marketing abroad demands plan, investment and work.

 

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About Hildete Vodopives

Hildete de Moraes Vodopives is founder of Brazil Global and of the Harvard Strategists Bureau. She is a member of the Brazilian Investment Analysts Association (APIMEC-Rio) where she served as Corporate Relations Director and later, on the board. Hildete advises companies doing business in Brazil. She lives between Paris and Rio and is a member of the Harvard Club of Paris and of the Mercosur Women’s Forum.
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