The concept of soft power has been gaining prominence and reflects a country's ability to shape global opinion through attraction and persuasion, rather than coercion or force. Such geopolitical power manifests itself through culture, diplomacy, business and international influence. According to Brandirectory, which has been publishing the Global Soft Power Index annually for 7 years, soft power is measured by familiarity, reputation and influence. This year, Brazil ranks in 29th place (out of 193 brand nations), two points above the position it has occupied in the last 3 years.
‘Potência Brasil’ is our proprietary study that will be launched at Brasil Futures Forum. Our aim is to showcase Brazilian soft power through people, movements, and cultural artifacts that have positioned Brazil as a cultural powerhouse, using our interactive platform and an experimental version of our methodology. It is clear that this prominence is not an isolated movement, much less just hype: our map shows more than 180 entries, covering centuries and territories and the multitude of cultures that exist on our tupiniquim soil.
We will share some learnings from our open-access deep dive and run a workshop to find possible blind spots and imagine possible futures for Brazilian culture. Join us!
