Branding the Philippines
Branding the Philippines begins inside the heart of every Filipino and Filipina, whether he or she lives at home or abroad. They, more than any expensive advertising campaign, have the power to become the country brand’s ambassadors if we can just ignite in them a deep sense of pride in their country and the confidence to carry this out successfully. All they need is a rallying point, and this is precisely what a country brand is about.
Country branding, however, is a game of patience and consistency. Country branding requires persistence because it seeps ever so slowly into the minds and hearts of the target audiences. It requires a very solid foundation because, like the cathedrals of the past, it is a work that will continue and even outlive several generations.
What is a country brand, and why does it matter so much in the flat world described by Thomas Friedman? How do we go about it?
... More than expounding on the above, this article is a call to action.
