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Lourenço Bustani

As Brazil has grown to become the world's sixth-largest economy and is set to host the 2014 World Cup and 2016 Olympics, companies such as GM, HSBC, and PepsiCo want in--but they've been wise to go through consultant Lourenço Bustani, who explains how to touch this tricky market. The secret, he says: "Find the sweet spot between purpose and profit." A case study:

What Nike wanted:

To reach Brazilians during and after the World Cup.

What Nike didn't appreciate:

Brazilians are worried about being abandoned after the World Cup and Olympics.

Bustani's plan for Nike:

Display a commitment to local neighborhoods and integrate "urban tribes"--the rich and the poor--who are drifting apart as the economy improves. That will leave a lasting impression.
1. Sponsor a soccer tournament for kids from low-income families.
2. Build and fix skateboard ramps, and provide a free instructor at one.
3. Sponsor a surf school.
4. Sponsor hundreds of local marathon runners.
5. Operate eight neighborhood soccer fields, and train kids to play.

Outcome:

Most of these projects began in 2011. Says Bustani: "With energy directed toward Rio for a year and a half, already you see how the perception with regard to Nike and the brand has impacted people."