It’s hard to believe it’s been 12 years since the acronym BRIC was coined to recognize the fast-developing economies of Brazil, Russia, India, and China. While it’s still used, it’s also hotly debated—even by its creator, Jim O’Neill, the former chairman of Goldman Sachs.
In the past dozen years, we’ve seen a host of other terms vying for favor: BICS to include South Africa, BIICS to note Indonesia, CARBS to celebrate the resource-rich nations of Canada, Australia, Russia, Brazil and South Africa. O’Neill recently wrote a column for Bloomberg on another acronym making the rounds: MINT, denoting Mexico, Indonesia, Nigeria and Turkey, or MINTS if you prefer to add Saudi Arabia.
While economists debate the alphabet soup of the world’s hot markets, many global brands are still wrapping their arms around the opportunities presented by the original BRIC nations. Our latest country reports and league tables take the pulse of the brands to watch in these four markets, with one in particular getting a special spotlight in this edition of IQ—Brazil.
The world will be watching Brazil very closely in the months ahead, thanks to the FIFA World Cup kicking off in June and the Summer Olympic Games in Rio de Janeiro in 2016. Our colleagues in São Paulo have done an outstanding job capturing what’s going on in their market, and we are thrilled to share their insights.
Also in this issue, we hope you will enjoy a look at what’s happening in the nearly 40 offices that make up the Interbrand global network—from how we drive internal brand engagement to how we elevate creativity.
Global Chief Executive