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:
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.