Brazil's 'Tropical Spring' will live on long after the storm subsides

This article discusses the impact of protests in Brazil on brands, drawing key lessons about the role of brands in building identity.

Brazil's 'Tropical Spring' will live on long after the storm subsides

Rafael MunhozTNS

When protesters took to the streets of Brazil last summer, businesses could have been forgiven for thinking it didn't concern them. With the political climate at boiling point, companies were anxious to retreat from the action and wait for the tropical storm to subside.

However, it soon became clear that brands were involved – whether they liked it or not. Fiat's 'Take to the Streets' slogan was taken up along with the placards and banners, and paraded through the streets as the perfect tagline for a...

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