NaTion Branding programNaTion Branding programEthical Trade Government advisory Ethical Trade Government advisory

Nation branding and country Nation branding and country image: Opportunitiesimage: Opportunities

Richard GriffithsRichard Griffiths

Director, Ethical Trade –Panama,Bogota,New YorkDirector, Ethical Trade –Panama,Bogota,New York

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Public relations Public relations consultanciesconsultancies

• Generate positive media coverage with Generate positive media coverage with International Press and mediaInternational Press and media

• Develop ongoing relationships with journalists Develop ongoing relationships with journalists and editorsand editors

• Develop progams with celebrities and world Develop progams with celebrities and world influencersinfluencers

• Create targeted high profile events for Create targeted high profile events for country, political candidate and regionscountry, political candidate and regions

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3 key elements of 3 key elements of branding theorybranding theory

• Brand identity- What do you want to say Brand identity- What do you want to say

about your country ?about your country ?

• Brand image-What is the image you want to Brand image-What is the image you want to

project?project?

• Brand positioning- How do we position the Brand positioning- How do we position the

brand?brand?

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Identity versus imageIdentity versus image

• A simple but robust perspective:A simple but robust perspective:• IdentityIdentity refers to what something truly is, its essence refers to what something truly is, its essence• ImageImage refers to how something is perceived refers to how something is perceived

• There is frequently a gap between these two There is frequently a gap between these two statesstates

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Image-formation Image-formation factorsfactors

Nation-brandcampaigns

Behaviour ofcitizens

Exportbrands

Sportsperformances

Politics

Nationalstereotypes

Word ofmouth

Personalexperience

COUNTRYIMAGE

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Conceptual model of Conceptual model of nation-brand identity and nation-brand identity and imageimage

Nation-brand identity

Key components:History Language Territory Political

regime ArchitPERe ecture Sport Literature Art Religion Education

system Icons Landscape Music Food & drink Folklore

Communicators of nation-brand

identity

Branded exports Sporting achievements The diaspora

Marketing communications Brand ambassadors Cultural artefacts Govt

foreign policy Tourism experience Prominent personalities

Nation-brand imageAudiences:

Domestic consumrs External consumers Domestic firms External firms Inward investors Governments

Media

PANAMA- PANAMA- COSMOPOLITANCOSMOPOLITAN

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PANAMA-PANAMA-ECO FRIENDLY ECO FRIENDLY

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PANAMA-PANAMA-Culture Culture

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PANAMA-PANAMA-INDIGENIOUS INDIGENIOUS

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Ethical Trade?Ethical Trade?• Ethical Trade is an internationally recognized leader as Ethical Trade is an internationally recognized leader as

private marketing experts in the field of international private marketing experts in the field of international relations and works with innovative global and regional relations and works with innovative global and regional corporations to commercialize ethically and socially corporations to commercialize ethically and socially responsible products.responsible products.

• Ethical Trade aims to achieve this not through charitable Ethical Trade aims to achieve this not through charitable donation, but through expert marketing and product/brand donation, but through expert marketing and product/brand consultation in order to create sustainable businesses and consultation in order to create sustainable businesses and sustainable futures.sustainable futures.

• Ethical Trade builds multi-tiered relationships with ethically Ethical Trade builds multi-tiered relationships with ethically astute organizations in order to bring together the beneficial astute organizations in order to bring together the beneficial elements of many, for a joint focus.elements of many, for a joint focus.

Ethical Trade

Richard Griffiths, FounderRichard Griffiths, Founder

• As founder of Ethical Trade, Richard Griffiths has already had a As founder of Ethical Trade, Richard Griffiths has already had a distinguished career and has ties, past and present.distinguished career and has ties, past and present.

• Strategic Relations;Strategic Relations;

• NASANASA• California Highway patrolCalifornia Highway patrol• VWVW• US NAVYUS NAVY•   • Canadian Dept of TransportCanadian Dept of Transport   • Warner Bros.Warner Bros.   • Walt DisneyWalt Disney   • M.I.TM.I.T   

Ethical Trade

Ethical Trade SuccessesEthical Trade Successes• Alcaldia Bogota- Increased Mayors image by 30% May-Alcaldia Bogota- Increased Mayors image by 30% May-

September 2009September 2009

• AsocolfloresAsocolflores

Ethical Trade

Ethical Trade SuccessesEthical Trade Successes

• USAID – USAID – Ethical Trade and USAID have formed a relationship so Ethical Trade and USAID have formed a relationship so that that Ethical Trade expertise can be made available to Ethical Trade expertise can be made available to USAID USAID supported programs.supported programs.

• Tecnovo - Tecnovo - A foundation aimed at providing vulnerable people A foundation aimed at providing vulnerable people (displaced, (displaced, demobilized, disabled etc) with work and skill demobilized, disabled etc) with work and skill sets. Ethical sets. Ethical Trade re-develops current products, generates Trade re-develops current products, generates new clients and new clients and develops their social responsibility message.develops their social responsibility message.

• Asocolflores –Asocolflores – Largest Colombian flower growers organization. Ethical Largest Colombian flower growers organization. Ethical Trade Trade was awarded the contract to develop and execute the was awarded the contract to develop and execute the largest largest PR campaign to date, aimed at raising awareness of PR campaign to date, aimed at raising awareness of

Colombian flowers in the US market. Colombian flowers in the US market.

• G2B - G2B - Grower2Buyer is a Colombian grower and exporter of Grower2Buyer is a Colombian grower and exporter of fresh fresh cut flowers. Ethical Trade linked them with Tecnovo to cut flowers. Ethical Trade linked them with Tecnovo to create create a unique and highly marketable ‘miniature rose’ a unique and highly marketable ‘miniature rose’ product with product with a vase made by the vulnerable people at a vase made by the vulnerable people at Tecnovo.Tecnovo.

Ethical Trade

Our Work with USAIDOur Work with USAID• Ethical Trade represent the marketing arm for USAID Colombia.Ethical Trade represent the marketing arm for USAID Colombia.

• For the purposes of USAID, this is essentially based upon the commercialization of products For the purposes of USAID, this is essentially based upon the commercialization of products that they support.that they support.

• Ethical Trade and USAID Colombia have signed a Memorandum of Understanding together as Ethical Trade and USAID Colombia have signed a Memorandum of Understanding together as a formal commitment to long-term co-operation a formal commitment to long-term co-operation

• They have been in partnership since May 2008.They have been in partnership since May 2008.

• USAID are not involved with this projectUSAID are not involved with this project

Ethical Trade

With With USUSAID...AID...

Visiting Coffee growers in Pitalito, Huila

Ethical Trade

With AsocolfloresWith Asocolflores• Ethical Trade has just secured the complete Ethical Trade has just secured the complete

International marketing contract with Asocolflores to International marketing contract with Asocolflores to promote their products and Social message.promote their products and Social message.

• This contract is based on the new jointly-developed This contract is based on the new jointly-developed direction that aims promote flowers as an example of direction that aims promote flowers as an example of the best of Colombian quality. the best of Colombian quality.

• After years of high growth and success, Colombia’s After years of high growth and success, Colombia’s floral industry is now of help as the dollar is weak and floral industry is now of help as the dollar is weak and fuel prices are high.fuel prices are high.

Ethical Trade

With AsocolfloresWith AsocolfloresEthical Trade

Media and press for Media and press for NYC event NYC event

• CNN OVER 5,000,000 (USD) pressCNN OVER 5,000,000 (USD) press

• FOXFOX

• ABCABC

• http://www.youtube.com/watch?v=Xwr3728TH0Y

• http://www.youtube.com/watch?v=LfNLjiPdc-Mhttp://www.youtube.com/watch?v=LfNLjiPdc-M

• NEW YORK TIMESNEW YORK TIMES

• WALL STREET JOURNALWALL STREET JOURNAL

Hilary Duff: Colombia Hilary Duff: Colombia August 15August 15

CHINA DELIGATIONS-US CHINA DELIGATIONS-US GOVGOV

Asocolflores -ColombiaAsocolflores -Colombia

Ministry of Foreign Ministry of Foreign affairs –CANADA –Floral affairs –CANADA –Floral

crisis crisis

University of Medellin University of Medellin Alternative energy-Alternative energy-

projectproject

NASA- COLOMBIA NASA- COLOMBIA Green Project 2009Green Project 2009

OBAMA Campaign -OBAMA Campaign -20092009

Alternative Energy CNNAlternative Energy CNN

ARUACA COLOMBIA ARUACA COLOMBIA UNITED NATIONS- UNITED NATIONS-

FUPADFUPAD

Julia Roberts- Colombia Julia Roberts- Colombia 20102010

Colombia –Branding Colombia –Branding NYCNYC

Colombia –Branding Colombia –Branding NYCNYC

branding - Colombia branding - Colombia 2010 Maxwell school 2010 Maxwell school Diplomacy scholarDiplomacy scholar

BBC STORY COLOMBIAN BBC STORY COLOMBIAN COFFEECOFFEE

JUAN VALDEZ NEW JUAN VALDEZ NEW YORK 2010YORK 2010

Alternative energy Alternative energy branding branding

Country branding Country branding

Country branding- ECO Country branding- ECO HOTEL PROJECt HOTEL PROJECt

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Campaign goalsCampaign goals

• Raise Panama’s economic profile among 5 leading Raise Panama’s economic profile among 5 leading target investment countries:target investment countries:• USA, UK, Germany, Japan, ChinaUSA, UK, Germany, Japan, China

• Improve foreign investor opinions of PanamaImprove foreign investor opinions of Panama

• Create solid relationships with foreign investors Create solid relationships with foreign investors for long-term dialoguefor long-term dialogue

• Create stronger IMAGE for Panama as tourism Create stronger IMAGE for Panama as tourism destination focusing on culture, eco-friendly and destination focusing on culture, eco-friendly and adventure traveladventure travel

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Campaign strategyCampaign strategy

• Focus on boosting visibility & credibilityFocus on boosting visibility & credibility

• Tangible facts and testimonials from Tangible facts and testimonials from international corporations already doing international corporations already doing business in Panmabusiness in Panma

• Senior executives from 12 reputable global Senior executives from 12 reputable global companies (e.g., FedEx, Toyota, Xerox, GE, companies (e.g., FedEx, Toyota, Xerox, GE, Sony) described:Sony) described:• The ease of setting up; the access to qualified The ease of setting up; the access to qualified

talent; the convenience of a central locationtalent; the convenience of a central location

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Emphasizing Panamas Emphasizing Panamas attractivenessattractiveness

• Flexible labor laws/ lower cost labourFlexible labor laws/ lower cost labour

• Superior healthcare systemSuperior healthcare system

• Diverse business clustersDiverse business clusters

• Statistical benchmarks displaying competitiveness Statistical benchmarks displaying competitiveness in categories such as:in categories such as:• Real-estate costs, employee salaries, tax ratesReal-estate costs, employee salaries, tax rates

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Emphasizing Panamas Emphasizing Panamas attractiveness Tourismattractiveness Tourism

• Direct flights from Major US hubs- NY- MiamiDirect flights from Major US hubs- NY- Miami

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Emphasizing Panamas Emphasizing Panamas attractiveness Tourismattractiveness Tourism

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High-impact FREE High-impact FREE PRESS – PRESS –

• Over 185 direct media contacts for free press on Over 185 direct media contacts for free press on PANAMA:PANAMA:• Financial Times, Wall Street Journal, People Financial Times, Wall Street Journal, People

magazine, Vanity fair , vogue, Newsweek, NY timesmagazine, Vanity fair , vogue, Newsweek, NY times

• Small micro events for New York, Chicago, Small micro events for New York, Chicago, TorontoToronto

• Press and media toursPress and media tours

• Celebrity visits: social, tourism, environmental, Celebrity visits: social, tourism, environmental, Government Government

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Face-to-face contactsFace-to-face contacts

• IFA executives met with economic leaders and IFA executives met with economic leaders and potential investors at nearly 150 high-profile potential investors at nearly 150 high-profile events during the campaign, including:events during the campaign, including:• World Economic Forum in DavosWorld Economic Forum in Davos• Business Week Leadership ForumBusiness Week Leadership Forum• Fortune Innovation ForumFortune Innovation Forum

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Campaign results Campaign results Colombia Colombia

• 61% of respondents in USA and UK said it made 61% of respondents in USA and UK said it made them view Colombia in a new lightthem view Colombia in a new light

• 25% increase in Tanzanian visability 25% increase in Tanzanian visability

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ConclusionsConclusions

• Media strategy needs to be balanced by face-Media strategy needs to be balanced by face-to-face contactsto-face contacts

• Allocate resources to building long term Allocate resources to building long term relationships with investors and other target relationships with investors and other target audiencesaudiences

• Develop a collaborative approach between Develop a collaborative approach between different Government Ministries and different Government Ministries and DepartmentsDepartments

• Press brings tourism and investment Press brings tourism and investment

Budget for reviewBudget for review

PANAMA BRANDING PROJECT

TOTAL

10,000 Per month 3-6 months

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The FIST (fully inclusive The FIST (fully inclusive stakeholder) approachstakeholder) approach

Government

Public sector organizations

Private sector organizations

Citizens

Tourism boardInward investment

agencyEconomic development

agency

Trade associationsChambers of commercePSC brands

Not-for-profit organizations

Diaspora