{"id":594,"date":"2013-06-11T23:44:56","date_gmt":"2013-06-11T23:44:56","guid":{"rendered":"http:\/\/www.ativaesporte.com\/?p=663"},"modified":"2024-06-26T08:27:39","modified_gmt":"2024-06-26T08:27:39","slug":"neymarketing-brands-brazil-and-white-space","status":"publish","type":"post","link":"https:\/\/robertoveiga.com.br\/aaaaa\/en\/neymarketing-brands-brazil-and-white-space\/","title":{"rendered":"Neymarketing \u2013 Brands, Brazil and White Space"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;]<strong>This content was originally posted as our contribution to\u00a0Synergy Sponsorship\u00b4s blog. You can find the original link\u00a0<a href=\"http:\/\/www.synergy-sponsorship.com\/blog\/20130611\/neymarketing-brands-brazil-and-white-space\/\">here<\/a>. Find out more about our partnership with Synergy\u00a0<a href=\"http:\/\/www.ativaesporte.com\/synergy-sponsorship\/\">here<\/a>.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><em>by Bruno Scartozzoni and\u00a0<\/em><em>Guilherme Guimar\u00e3es<\/em><\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/media2.fcbarcelona.com\/media\/asset_publics\/resources\/000\/055\/421\/size_640x360\/2013-06-03_NEYMAR_36.v1370262273.JPG\" alt=\"\" \/><\/p>\n<p>Alongside the\u00a0<a href=\"http:\/\/www.fifa.com\/worldcup\/index.html\" target=\"_blank\" rel=\"noopener\">2014 FIFA World Cup<\/a>,\u00a0<a href=\"http:\/\/www.neymaroficial.com\/nav\/\" target=\"_blank\" rel=\"noopener\">Neymar<\/a>\u00a0has been the biggest news in Brazilian football in the last few years, and one of the hottest topics in Brazilian advertising and marketing too. And now, with his\u00a0<a href=\"http:\/\/www.bbc.co.uk\/sport\/0\/football\/22760770\" target=\"_blank\" rel=\"noopener\">move from Santos to to Barcelona<\/a>, his stage has moved from Brazil to Europe and, maybe, the world.<\/p>\n<p>Neymar is part of a generation of Brazilian players that, despite some very talented names, lacks the quality of Rom\u00e1rio, Ronaldo, Rivaldo and Ronaldinho. He is still too young to already be considered part of this pantheon, but Brazilians hope he will get there soon.<\/p>\n<p>On the other hand, Neymar is already a phenomenon in Brazilian brand marketing. It\u2019s almost impossible to turn the TV on in Brazil and not encounter him. He is everywhere, in every category:\u00a0<a href=\"http:\/\/nikeinc.com\/neymar\" target=\"_blank\" rel=\"noopener\">Nike<\/a>,\u00a0<a href=\"http:\/\/youtu.be\/APj1pjtmTzs\" target=\"_blank\" rel=\"noopener\">Panasonic<\/a>,<a href=\"http:\/\/youtu.be\/66__reJUbMs\" target=\"_blank\" rel=\"noopener\">Unilever<\/a>,\u00a0<a href=\"http:\/\/youtu.be\/yCmVx3bH9XA\" target=\"_blank\" rel=\"noopener\">Volkswagen<\/a>,\u00a0<a href=\"http:\/\/youtu.be\/QwGhfh7rXvE\" target=\"_blank\" rel=\"noopener\">Santander<\/a>\u00a0and six other brands currently count on Neymar\u00b4s image to drive their brand and business in Brazil. And now,\u00a0<a href=\"http:\/\/www.bloomberg.com\/news\/2013-05-31\/beckham-s-publicist-signs-image-rights-pact-with-brazil-s-neymar.html\" target=\"_blank\" rel=\"noopener\">according to his new management, his next target is international budgets<\/a>.<\/p>\n<p><a href=\"http:\/\/www.mentos.com.br\/\" target=\"_blank\" rel=\"noopener\">Mentos<\/a>, the confectionary brand, was the most recent to announce Neymar as its face in Brazil. They did it last week, at the same time he was signing the contract with Barcelona. Asked about the fact that the player was leaving Brazil, Henrique Veloso Romero, the company\u2019s president, said that it didn\u2019t matter where he\u2019s living or playing, because Mentos is associating its brand with Neymar\u2019s story.<\/p>\n<p><a href=\"http:\/\/www.synergy-sponsorship.com\/blog\/wp-content\/uploads\/Neymar-Mentos.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/www.synergy-sponsorship.com\/blog\/wp-content\/uploads\/Neymar-Mentos.jpg\" alt=\"Neymar Mentos\" width=\"471\" height=\"313\" \/><\/a><\/p>\n<p>Actually, Neymar\u2019s story is part of a traditional Brazilian fairytale of the poor boy who becomes a global football star. The same thing happened to Pel\u00e9, Ronaldo and Ronaldinho, and all of them got the attention of Brazilian consumers. That\u2019s the reason\u00a0<a href=\"http:\/\/youtu.be\/Sa7hiX7lmcE\" target=\"_blank\" rel=\"noopener\">why the Brazilian media is doing 24\/7 coverage of Neymar\u00b4s new life in Barcelona<\/a>: the arrival at the airport, the clothes he is wearing, the Spanish fans, his girlfriend\u2019s reactions, and so on. In this context his football skills appear to be secondary.<\/p>\n<p>No one can question Neymar\u2019s appeal to brands and consumers. He has a good story to tell, bags of charisma, and the skills to score goals and deal with the media at the same time. The problem is that so far no brand has found some white space within the Neymar brand to communicate something unique and different. He is everywhere, but he is always doing the same kinds of testimonial and campaign.<\/p>\n<p><a href=\"http:\/\/www.synergy-sponsorship.com\/blog\/wp-content\/uploads\/Neymar.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/www.synergy-sponsorship.com\/blog\/wp-content\/uploads\/Neymar.png\" alt=\"Neymar\" width=\"538\" height=\"343\" \/><\/a><\/p>\n<p>Brand managers must consider that Neymar is an asset that carries some very characteristic values \u2013 goals, youth, irreverence, parties, beautiful women, trendy hairstyle, fairytale story etc. \u2013 but that these values can\u2019t apply to every possible brand, category and strategy, especially when so many other brands are using him in the same way.<\/p>\n<p>And there are alternatives!\u00a0<a href=\"http:\/\/www.incommetrics.com\/wp-content\/uploads\/2012\/06\/Organicom.pdf\" target=\"_blank\" rel=\"noopener\">A recent survey asked Brazilians which values footballer and non-footballer athletes convey<\/a>, and the results were very interesting. Football players are usually associated with popular values and a Brazilian spirit. On the other side, athletes excluding football are more associated with trust, intelligence, beauty, modernity, and dressing well. Of course Neymar is an exception and can bring many of these values with him, but this research proves that football and football players \u2013 in particular Neymar \u2013 are not always the answer to brands looking to work with sports in Brazil.<\/p>\n<p>Note:\u00a0<em>Neymarketing<\/em>\u00a0is a term coined by our friend and partner Tim Crow.<\/p>\n<p><em>Bruno and Guilherme are partners at\u00a0<a href=\"http:\/\/www.ativaesporte.com\/\" target=\"_blank\" rel=\"noopener\">Ativa Esporte<\/a>,\u00a0the Brazilian sports marketing consultancy which is Synergy\u2019s partner in Brazil.<\/em><br \/>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This content was originally posted as our contribution to\u00a0Synergy Sponsorship\u00b4s blog. You can find the original link\u00a0here. Find out more about our partnership with Synergy\u00a0here. &nbsp; by Bruno Scartozzoni and\u00a0Guilherme Guimar\u00e3es Alongside the\u00a02014 FIFA World Cup,\u00a0Neymar\u00a0has been the biggest news in Brazilian football in the last few years, and one of the hottest topics in [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":169786,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<p>Some time ago <a href=\"http:\/\/www.wordpress-1154322-4582053.cloudwaysapps.com\/brasil\/mascotes-uma-propriedade-riquissima-e-pouco-explorada\/\">wrote a post about mascots<\/a>, an interesting property that clubs and sponsors often overlook. and we think this is wasted potential.<\/p><p>Recently we found out a very interesting piece of news from the Brooklyn Nets (the NBA team) who invited Marvel Comics to develop its new mascot.<\/p><p>The result is Brooklyn Knight, the first super hero NBA mascot. You can see him in the arena...<\/p><p><a href=\"http:\/\/www.ativaesporte.com\/?attachment_id=804\" rel=\"attachment wp-att-804\"><img class=\"size-medium wp-image-804 aligncenter\" title=\"eeee\" src=\"http:\/\/www.wordpress-1154322-4582053.cloudwaysapps.com\/wp-content\/uploads\/2012\/12\/eeee-629x944.jpg\" alt=\"\" width=\"629\" height=\"944\" \/><\/a><\/p><p>...and also as a 32 page comic book distributed to fans.<\/p><p><a href=\"http:\/\/www.ativaesporte.com\/?attachment_id=803\" rel=\"attachment wp-att-803\"><img class=\"aligncenter\" title=\"brooklyn-nets-marvel-brooklyknight-1-e1352075341946\" src=\"http:\/\/www.wordpress-1154322-4582053.cloudwaysapps.com\/wp-content\/uploads\/2012\/12\/brooklyn-nets-marvel-brooklyknight-1-e1352075341946.jpg\" alt=\"\" width=\"620\" height=\"738\" \/><\/a><\/p><p>The opportunities around this are huge:<\/p><p>- Marvel Comics could create a new business in the future: mascots design.<\/p><p>- Mascots usually come from traditions. Brooklyn Nets is a new club, therefore, without much tradition. Professional help is interesting in these cases.<\/p><p>- Mascots usually are static icons. Brooklyn Knight is the opposite, as we can consider him a moving character. It\u00b4s the difference between a picture and a movie.<\/p><p>- Brooklyn Knight can became a new Marvel Comics regular title, sold at comic shops.<\/p><p>- What if\u00a0Spiderman or the Avengers\u00a0meets with\u00a0Brooklyn Knight?<\/p><p>- What if Brooklyn Knight get a sponsor inside the story? It could be the company that offer him technology, helping crime combat.<\/p><p>via <a href=\"http:\/\/www.mktesportivo.com\/2012\/11\/marvel-comics-desenvolve-mascote-do-brooklyn-nets\/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+mktesportivo+%28MKT+Esportivo%29\">Mkt Esportivo<\/a><\/p>","_et_gb_content_width":"","footnotes":""},"categories":[3343],"tags":[],"class_list":["post-594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ingles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Neymarketing \u2013 Brands, Brazil and White Space - Ativa Esporte<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/robertoveiga.com.br\/aaaaa\/en\/neymarketing-brands-brazil-and-white-space\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neymarketing \u2013 Brands, Brazil and White Space - Ativa Esporte\" \/>\n<meta property=\"og:description\" content=\"This content was originally posted as our contribution to\u00a0Synergy Sponsorship\u00b4s blog. 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