Controversy aside, the event is certainly not doomed to fail, says Gustavo Koniszczer, managing director at branding firm FutureBrand, which compiles a Country Brand Index. “Yes, the Brazilian government should do a better job explaining the benefits, and yes, under these circumstances that is not going to be easy. But at least people are talking, which is a good starting point for correcting misconceptions and changing the narrative. It’s much harder to address the problem if nobody pays attention.”
撇开争议不谈,这届世界杯肯定不是已经注定了要失败的命运,以编撰国家品牌指数(Country Brand Index)著称的未来品牌战略咨询公司(FutureBrand)执行董事古斯塔沃o康尼斯奇泽尔这样说道。“是的,巴西政府应该更好地解释举办世界杯的好处。没错,在目前这种情况下,这并不是一件容易做到的事情。但至少人们正在谈论讨论这件事,就纠正错误观念,、改变叙事方式而言,这是一个很好的起点。要是没有人关注,解决问题的难度就会大得多。”
From an international point of view, Brazil is already enjoying some of the positive effects of organizing the World Cup, says Koniszczer. In the 2013 Latin American version of the Country Brand Index, Brazil ranks first, after Argentina and Costa Rica. The impact will only increase as the country prepares for the Olympics. “It pretty much guarantees that Brazil will be on everybody’s mind until the end of 2016.”
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