Gustavo Koniszczer in this interview discusses the development and measurement of country brands in South America and shares his experience gained as Managing Director of FutureBrand Spanish Latin America.
- Why not all countries qualify as brands;
- The FutureBrand Country Brand Index;
- Which are the top five ingredients for a strong, successful country brand;
- To what extent the actions of political and business leaders influence a place brander's work;
- Which aspects of developing the country brand strategy for Peru (2009-2011) he found the most challenging;
- His favorite place branding book this year.
Gustavo, when did you first come across the concept of country branding (or place branding in general)? Do you remember your initial thoughts?
When I was twelve or thirteen, living in Buenos Aires, I loved to send letters to foreign tourism offices, and waiting for weeks to receive colourful brochures and maps –something that internet nowadays provides instantly. I particularly remember those from Canada Tourism.
As I knew I wanted to study graphic design, I was fascinated by well designed communications, and in the specific case of Canada, the system created around the logo with the tiny flag on it was probably my first contact with a well developed country brand. By the way, that logo is still in use.
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