November 18, 2011

My country is not ambitious

A boy soldier billboard campaign on our ciTy streets in anticipation of our nation's Independence Day. The big message that came across from my point of view: my country is not ambitious. Anything can be branded. If we agree on that premise, and on the basic definition of branding being the process of creating a defined image at mind level, then our national Independence Day campaign is the illustration of a country running out of intangible attributes. Try giving into the exercise of making the sum of the parts that define what my country stands for and you will face the question: is it about time our institutions started hiring brand managers. I ask.