[\/et_pb_text][et_pb_video admin_label=”Engaging citizens” src=”https:\/\/www.youtube.com\/watch?v=23lD9Xb5nTc” image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Video_Engaging_citizens_OK.png”] [\/et_pb_video][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
We are seeing this same trend in the corporate environment as well. As it stands, what entrepreneur or manager would not want satisfied, motivated employees for their company\u2014people who internalize the company\u2019s vision and values to make them their own and bring them into their daily work? In a general sense, this is the aim of one of largest business and reputational pillars companies have been working on in recent years: talent engagement. Companies not only compete to attract and retain the best talent, but also aim to convert employees into company fans. This has clear benefits: Companies with highly-engaged staff have been found to achieve better financial results, higher levels of client satisfaction and increased productivity.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Ladillo 2″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“This is the aim of one of largest business and reputational pillars companies have been working on in recent years: talent engagement”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
In our ongoing digital revolution<\/a> and hyper-transparent era, where a company\u2019s, institution\u2019s or association\u2019s reputation is at the mercy of a YouTube video or leaked email posted on social media, those publicly involved and represented in projects of all kinds are more relevant to reputation strategies than ever before, as they are the ones who best know their virtues and shortcomings. Perceptions held by company’s stakeholders, regardless of their hierarchy or level, depend on performance and expressions; the internet has democratized influence. Richard Branson, CEO of Virgin, claims customers do not come first\u2014employees do, with the idea that if you take care of your employees, they will take care of your clients.<\/p>\n[\/et_pb_text][et_pb_video admin_label=”V\u00eddeo” src=”https:\/\/www.youtube.com\/watch?v=GKmXmof6fBg” image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Video_Entrevista_OK.png”] [\/et_pb_video][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#f8f8f8″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”ENGAGEMENT AND COUNTRY BRAND” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
ENGAGEMENT AND COUNTRY BRAND<\/strong><\/span><\/h1>\n<\/h1>\n
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Just as with the World Bank or in the business world, countries also find themselves faced with an opportunity to integrate citizens into their branding strategy to compete internationally to attract talent, both for investment and tourism. Citizen engagement\u2014the emotional involvement of citizens and their conversations about their experiences\u2014is key to maximizing the impact of a country\u2019s brand strategy in terms of credibility and reach. A country brand should be developed from within.<\/p>\n
Sweden provides a globally known, emblematic example of this. Last year, the country launched a campaign called \u201cThe Swedish Number<\/a>,\u201d which involved the creation of a phone number anyone, in any part of the world, could call to reach a Swedish citizen who would answer questions about why it is a good country to invest in, work in or visit. This campaign used hyper-transparency as a tool to increase its own legitimacy, but this was only possible with true citizen involvement and engagement.<\/p>\n[\/et_pb_text][et_pb_video admin_label=”V\u00eddeo” src=”https:\/\/www.youtube.com\/watch?v=BkyaqWYS_MM” image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Video_Suecia_PRUEBA.png”] [\/et_pb_video][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
A country brand strategy is not a logo with a cheesy tag line and costly advertising focused on hiding problems\u2014rather, it should start with a vision, vocation and philosophy for the country to provide a way to understand the nation, then evolve from there until it achieves the desired goals. This strategy must cover both management and communication, impacting everyone\u2019s present and future benefits, bringing citizens into the center of the narrative and storytelling and making decisions aligned with current context. This will involve careful positioning and government management, as it is the citizens who will star in this change and vision. They will translate both the positive and negative aspects to a variety of audiences, so citizens should be able to empathize with tourists or foreigners visiting their country. Spanish philosopher Jose Ortega y Gasset defined a nation as a dynamic system\u2014much like a company\u2014that is either integrating or disintegrating. According to him, \u201cwhat defines a nation is a project of communal life; national groups do not live together to be together, but rather to do something together.\u201d<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” background_color=”#00847d” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”WHERE TO START?” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” text_text_color=”#ffffff” custom_padding=”15px|15px|15px|15px” saved_tabs=”all”]<\/p>\n
WHERE TO START?<\/h2>\n
The initial steps involve deciding what a country wants to be and who can help it achieve that:<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”1″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Linea_12.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Vocation” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
Vocation <\/span><\/h2>\n\n- What type of country do we want to be? What type of image do we want to build, and is it based on the attributes we currently have? What attributes are we willing to create?<\/li>\n
- What perception currently exists, inside and outside our borders? Does this complement or contrast the vision of what we want to be?<\/li>\n<\/ul>\n
Internal public figures, such as leaders of public institutions, entrepreneurs and citizens, have a special interest in their country\u2019s brand.\u00a0They are public assets and should participate in the brand\u2019s creation.<\/p>\n
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If citizens and media are involved, they become advocates and defenders of the country\u2019s brand, making it their own and communicating it themselves, allowing the brand to take on a life of its own. This helps it spread organically and coherently, ensuring it is not just an artificial product, as is often the case with tourist institutions. If there is no alignment between the brand and the public, they will not communicate or promote it, creating a disconnect between the expectations visitors have and the reality they find.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”#ffffff” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“Si se consigue la implicaci\u00f3n de los ciudadanos y de los medios de comunicaci\u00f3n, \u00e9stos se convertir\u00e1n en abogados y defensores de la Marca Pa\u00eds”<\/em><\/span><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”2″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Linea_22.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Catalysts for Change” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
Catalysts for Change<\/span><\/h2>\n\n- Analyze and establish the stakeholders, both inside and outside the country, to recruit as allies for the change. These could include citizens, academics, media, entrepreneurs, investors, government actors, NGOs, industry professionals, etc.<\/li>\n<\/ul>\n
To define the two key elements of \u201cReality\u201d and \u201cPerception,\u201d it is necessary to use analytic and diagnostic tools.\u00a0Ideally, a SWOT analysis should be carried out for the country to<\/p>\n
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analyze its differentiators, study internal and external perceptions, identify relevant benchmarks and understand its national, regional and global context. All this information helps when it comes to decision-making. Once it has been compiled, it is time to consult citizens, find allies and develop a strategy to integrate reality, perception and aspiration to define the country\u2019s vocation:<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Figure1_Catalyst_for_Change.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”RATIONAL vs. EMOTIONAL” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/h2>\nRATIONAL vs. EMOTIONAL<\/strong><\/span><\/h2>\nAs is the case of the World Bank, citizen engagement should not stop at appealing to rational sensibilities, but also welcome emotional reactions.<\/p>\n
Emotional Reputation<\/strong> is where individual perception deviates from a country\u2019s collective image. The collective image is \u201cpublic opinion,\u201d an intangible asset based on cultural, social and political stereotypes, constructed with the help of history and, to a certain extent, personal bias or experience. Public opinion gives rise to an objective vision, permeating the country\u2019s brand development process.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“To create this reputation, countries must cultivate trust, image, notoriety and notability; in other words, the level of influence, audiences familiar with its attributes have, and their qualitative sense of this knowledg”<\/span><\/em><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
To create this reputation, countries must cultivate trust, image, notoriety and notability; in other words, the level of influence, audiences familiar with its attributes have, and their qualitative sense of this knowledge. These are also critical when involving a country\u2019s citizens, as it is they who will have to live alongside the various audiences the country welcomes.<\/p>\n
Rational Reputation<\/strong> is built on governability, institutional quality, quality of life and competitiveness. These are all visible and tangible, thanks to studies and rankings.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#f8f8f8″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”MESSAGE TANGIBILITY” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
MESSAGE TANGIBILITY<\/strong><\/span><\/h1>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
A change in philosophy and thought may translate into actions and activities, which could in turn move the country\u2019s positioning toward that sought both internationally and at home. Examples include large sporting events, culture, architecture, exhibitions, rankings, prizes, studies, etc., but how can the philosophical revival of a country be demonstrated? How can we overcome past perceptions to showcase a country\u2019s new offerings and reality?<\/p>\n
It is true that building a national image is subjective and may change over time.<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
It is also true that its position and permanence depend on a highly important element: its association with tangibles. This may take place through visible milestones for key audiences, drawing from the country\u2019s offerings, perhaps having a \u201cBig Shot<\/strong>\u201d who can help increase cultural value of different attributes to improve reputation in alignment with the country’s brand strategy. This is very difficult to define; the country’s past needs to be taken into account, but so does its present and desired vocation of the future. Ideally, milestones, management and discourse should all be reading from the same page.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Foto_Banderas.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”left” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” background_image=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fondo_Edificios.png” transparent_background=”off” background_color=”#ffffff” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”THE ROLE OF CITIZENS” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
THE ROLE OF CITIZENS<\/strong><\/span><\/h2>\nCountry management and communications have changed. We are moving ever closer to realizing concepts such as smart cities, citizen support 2.0 and open government. People do not just communicate through digital means; the digital environment is increasingly a part of people\u2019s everyday environment, making the internet a key channel through which internal and external audiences can be reached. On the internet, millions of people and entities around the world interact, extending the conversations and exchanges that take place in boardrooms, shops, universities and streets daily.<\/p>\n
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“People do not just communicate through digital means; the digital environment is increasingly a part of people\u2019s everyday environment”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Here, credibility is given to internet users themselves\u2014they act as the final arbiters for what they see online every day. Therefore, it is necessary to create a strategy in which owned content, paid content and, above all, positive conversations among third parties and earned content are generated. These are what really leads to a multiplier effect on conversations, drawing greater engagement and, therefore, increasing the legitimacy of messages between various audiences. As with the political field, a grassroots strategy that sparks a social movement favorable to the country\u2019s positioning efforts is necessary. This strategy should take the feelings and values of most citizens into account, as they will be the ones who legitimize these messages.<\/p>\n
Online opinions are a very powerful tool when it comes to promoting or discrediting ideas. The internet and its channels should not be feared, but an appropriate strategy must facilitate its management and boost citizens\u2019 conversations to fully involve and integrate them into the narrative.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#f8f8f8″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”MAKING A MEASURABLE STRATEGY” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
MAKING A MEASURABLE STRATEGY<\/span><\/h1>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
As with companies, countries also have reputations, and they have an influence on many areas. On the one hand, it has an undeniable economic effect, boosting exports, investments, talent recruited, consumption levels and tourism. On the other, it influences the credibility of the country\u2019s institutions, respect toward its leaders, its role in the global community and the results of its public diplomacy efforts.<\/p>\n
In this context, exploring and measuring is necessary. Reputation is a relatively new intangible asset for countries and their governments, which have begun to explore its management on this level through basic measurement mechanisms.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“(Reputation) has an undeniable economic effect, boosting exports, investments, talent recruited, consumption levels and tourism”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
In general, management results are first measured for a single stakeholder (media) and market (the local one). It is necessary to learn to listen to alternate opinions, focusing on the most diverse possible groups. This will allow goals to be set for advances and comparisons made with competitors and benchmark entities; in terms of country\u2019s brand strategy, comparison is essential. To determine whether a strategy is good or bad, the competition must be clear in terms of reputation and position: sunny tourist paradises with perfect beaches; wonders of the world; or business tourism attractions? And who is it targeting: foreign talent; entrepreneurs; university students; foreign investments in energy, renewable energy or raw materials; the foreign exchange market?<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” background_color=”#00847d” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”THE TEAM: COMBINED ACTION” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” text_text_color=”#ffffff” custom_padding=”20px|20px|20px|20px” saved_tabs=”all”]<\/p>\n
THE TEAM: COMBINED ACTION<\/h2>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
It is increasingly common to find the \u201cconductor of the orchestra\u201d within the government organizations worldwide. This person prompts and supervises each action to forge a global vision for the country brand strategy. They must be independent from the current government management, and they tend to be responsible for the future vision of social development as well. Their role includes, to name a few responsibilities, advising the government, planning the budget for future projects<\/p>\n
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and making recommendations to boost social development. In other words, they supervise the country\u2019s functioning, but maintain the ability to \u201cstep away\u201d from the government\u2019s day-to-day activities to maintain a wider perspective, which helps them focus on a medium- and long-term development strategy. From there, it is key for the country\u2019s brand leader to respond to two questions each day: \u201cWhat do we want to be, as a country?\u201d and \u201cWhat kind of country are we today?”<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”#ffffff” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“It is increasingly common to find the \u201cconductor of the orchestra\u201d within the government organizations worldwide'”<\/em><\/span><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
A leader can seek, for example, to have their country considered as a host for the Olympic Games or World Cup, with all the elements involved in achieving that, such as showcasing its infrastructure capabilities, investments, culture, etc. Thus, it is this \u201cconductor\u201d who creates management opportunities for the country and drives this \u201cquality of life\u201d display by boosting diverse sectors, including tourism, infrastructure, health and education\u2014but to leverage these sectors for a country\u2019s brand, they must know how to manage them properly. Just as Joan Costa said in her article, Communications\u00a0<\/em><\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Management System for the Construction of a City or Country Brand (Sistema de gesti\u00f3n comunicacional para la construcci\u00f3n de una marca Ciudad o una Marca pa\u00eds)<\/em>,<\/p>\n\u201cThe social environment is a force field\u2014a field of concurrent, favorable (or adverse) tensions that, first of all, must be identified and, following that, require the development and application of creative strategies and tactics; These must be sufficiently efficient to achieve the activity\u2019s goal.<\/a>\u201d<\/p>\nThis is the essence of a country brand leader\u2019s work.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Foto_Olimpiadas.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
However, this figure is only a manager, and powerful as they may be, they are just that. They should get to know and involve their citizens, coordinating efforts between various institutions and bodies to improve government management. This improvement should be communicated via a good PR team and reliable allies who seek to go beyond protecting and boosting the government\u2019s image, but rather spread the country brand on a national and international level to generate a virtuous cycle.<\/p>\n
To achieve this, numerous factors must come together. It is often complicated to unite them, but when they do line up, they create a great strategy for the country brand.<\/p>\n
Solid Government Plan<\/strong>. It is no longer enough to appear to be a great country\u2014first and foremost, you must be one.<\/p>\nConnection between Country Objectives and Strategy<\/strong>. These must be linked to the country\u2019s existing strengths to boost those attributes. \u201cDo not try to reinvent the wheel.\u201d<\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Political Will<\/strong>. It is essential for company CEOs to forget their individual brands and political alliances, and act for the common good and seek what truly benefits citizens.<\/p>\nInclude all Key Actors<\/strong>. Alliances must be created between the country\u2019s opinion leaders, whether they live there or not.<\/p>\nWork from Within<\/strong>. Involve people and citizens so they are proud of where they live; they are the country\u2019s face, and they will be the ones who reap the benefits of a successful strategy.<\/p>\nComprehensive Strategy<\/strong>. Do not involve only those responsible for tourism; this should be a 360-degree project that brings together society, companies, institutions and the government.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”TOURISM-PHOBIA” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/h2>\nTOURISM-PHOBIA<\/span><\/h2>\nWhen there is no real link between the country\u2019s brand and its citizens, with a shared vocation and strategy; clear objectives; appointed leaders; a solid team; helpful resources; specific milestones and results; a thoughtful plan; and tangible, widespread benefits, a logo with a cheesy tag line could become a problem\u2014and even be rejected by the citizens themselves. This has been the case in various European countries, such as Italy, Greece, Holland, Spain and Portugal, and in the United States in the case of New York. Tourism-phobia is caused by a lack of citizen comprehension; if they only perceive the inconveniences of the strategy to attract tourists, but not the talent and investment it brings, the strategy will fail to foster integrated political and infrastructure development and support development, innovation and competitiveness. Citizens should be able to see the tangible benefits of tourism and, above all, feel like they are taking an active role in their country\u2019s brand.<\/p>\n
[\/et_pb_text][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Video_Turistas_OK.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/07\/ImagenCabecera_Authors.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fotos_Autores_ARTEAGA.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Juan Arteaga is General Manager of LLORENTE & CUENCA Mexico<\/strong>. Arteaga is a specialist in strategic reputational counsel, with 18 years of experience working with more than 100 clients and projects in Spain, Mexico and Latin America. He combines his professional work with his passions for innovation and teaching, collaborating on events such as the World Summit of Political Communication, the Mexican National Conference on Digital Marketing, the Mexican Government\u2019s SME Week, the Colombian National Conference of Young Entrepreneurs and the Mexican Campus Party, as well as with educational institutions such as the Universidad Panamericana, TEC de Monterrey, Universidad Iberoamericana and Universidad An\u00e1huac, among others. He holds a degree in Computer Science from the Universidad del Pa\u00eds Vasco and a postgraduate degree in Senior Management from the IPADE.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
![\"email\"](\"https:\/\/llyc.global\/wp-content\/uploads\/2023\/10\/email1-3.png\")
<\/a>\u00a0 jarteaga@llorenteycuenca.com<\/span><\/p>\n![\"linkedin\"](\"https:\/\/llyc.global\/wp-content\/uploads\/2023\/10\/linkedin11-1.png\")
\u00a0\u00a0Juan Arteaga<\/span><\/a><\/p>\n![\"Twitter_64x64\"](\"https:\/\/llyc.global\/wp-content\/uploads\/2023\/10\/Twitter_64x641-1.png\")
@juanarteaga_<\/span><\/a><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fotos_Autores_ANEL.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Anel Hernandez is Manager at LLORENTE & CUENCA Mexico<\/strong>. Hernandez is a communications adviser with 11 years of professional experience working in diverse sectors, including tourism, food & beverage, retail and technology. Her journey into the tourist industry began in 2011 at the Instituto Brasileiro de Turismo (Embratur). She has also collaborated with the Mexican Tourism Promotion Board and led the press cabinet for Tianguis Tur\u00edstico M\u00e9xico in 2014 and 2015, and presented Mexico\u2019s latest campaign at FITUR 2014 in Buenos Aires, Argentina. She has also worked with major companies such as Alsea, Starbucks, Bimbo, Kellogg\u2019s, Kleenex, Smartmatic, Xiaomi and Maxcom, among others. She holds a degree in Communications Science from the faculty of Political and Social Sciences at UNAM and completed a diploma in Digital Journalism at the Instituto Tecnol\u00f3gico y de Estudios Superiores de Monterrey (ITESM).<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
[\/et_pb_text][et_pb_video admin_label=”V\u00eddeo” src=”https:\/\/www.youtube.com\/watch?v=GKmXmof6fBg” image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Video_Entrevista_OK.png”] [\/et_pb_video][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#f8f8f8″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”ENGAGEMENT AND COUNTRY BRAND” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
ENGAGEMENT AND COUNTRY BRAND<\/strong><\/span><\/h1>\n<\/h1>\n
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Just as with the World Bank or in the business world, countries also find themselves faced with an opportunity to integrate citizens into their branding strategy to compete internationally to attract talent, both for investment and tourism. Citizen engagement\u2014the emotional involvement of citizens and their conversations about their experiences\u2014is key to maximizing the impact of a country\u2019s brand strategy in terms of credibility and reach. A country brand should be developed from within.<\/p>\n
Sweden provides a globally known, emblematic example of this. Last year, the country launched a campaign called \u201cThe Swedish Number<\/a>,\u201d which involved the creation of a phone number anyone, in any part of the world, could call to reach a Swedish citizen who would answer questions about why it is a good country to invest in, work in or visit. This campaign used hyper-transparency as a tool to increase its own legitimacy, but this was only possible with true citizen involvement and engagement.<\/p>\n[\/et_pb_text][et_pb_video admin_label=”V\u00eddeo” src=”https:\/\/www.youtube.com\/watch?v=BkyaqWYS_MM” image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Video_Suecia_PRUEBA.png”] [\/et_pb_video][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
A country brand strategy is not a logo with a cheesy tag line and costly advertising focused on hiding problems\u2014rather, it should start with a vision, vocation and philosophy for the country to provide a way to understand the nation, then evolve from there until it achieves the desired goals. This strategy must cover both management and communication, impacting everyone\u2019s present and future benefits, bringing citizens into the center of the narrative and storytelling and making decisions aligned with current context. This will involve careful positioning and government management, as it is the citizens who will star in this change and vision. They will translate both the positive and negative aspects to a variety of audiences, so citizens should be able to empathize with tourists or foreigners visiting their country. Spanish philosopher Jose Ortega y Gasset defined a nation as a dynamic system\u2014much like a company\u2014that is either integrating or disintegrating. According to him, \u201cwhat defines a nation is a project of communal life; national groups do not live together to be together, but rather to do something together.\u201d<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” background_color=”#00847d” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”WHERE TO START?” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” text_text_color=”#ffffff” custom_padding=”15px|15px|15px|15px” saved_tabs=”all”]<\/p>\n
WHERE TO START?<\/h2>\n
The initial steps involve deciding what a country wants to be and who can help it achieve that:<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”1″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Linea_12.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Vocation” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
Vocation <\/span><\/h2>\n\n- What type of country do we want to be? What type of image do we want to build, and is it based on the attributes we currently have? What attributes are we willing to create?<\/li>\n
- What perception currently exists, inside and outside our borders? Does this complement or contrast the vision of what we want to be?<\/li>\n<\/ul>\n
Internal public figures, such as leaders of public institutions, entrepreneurs and citizens, have a special interest in their country\u2019s brand.\u00a0They are public assets and should participate in the brand\u2019s creation.<\/p>\n
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If citizens and media are involved, they become advocates and defenders of the country\u2019s brand, making it their own and communicating it themselves, allowing the brand to take on a life of its own. This helps it spread organically and coherently, ensuring it is not just an artificial product, as is often the case with tourist institutions. If there is no alignment between the brand and the public, they will not communicate or promote it, creating a disconnect between the expectations visitors have and the reality they find.<\/p>\n
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“Si se consigue la implicaci\u00f3n de los ciudadanos y de los medios de comunicaci\u00f3n, \u00e9stos se convertir\u00e1n en abogados y defensores de la Marca Pa\u00eds”<\/em><\/span><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”2″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Linea_22.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Catalysts for Change” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
Catalysts for Change<\/span><\/h2>\n\n- Analyze and establish the stakeholders, both inside and outside the country, to recruit as allies for the change. These could include citizens, academics, media, entrepreneurs, investors, government actors, NGOs, industry professionals, etc.<\/li>\n<\/ul>\n
To define the two key elements of \u201cReality\u201d and \u201cPerception,\u201d it is necessary to use analytic and diagnostic tools.\u00a0Ideally, a SWOT analysis should be carried out for the country to<\/p>\n
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analyze its differentiators, study internal and external perceptions, identify relevant benchmarks and understand its national, regional and global context. All this information helps when it comes to decision-making. Once it has been compiled, it is time to consult citizens, find allies and develop a strategy to integrate reality, perception and aspiration to define the country\u2019s vocation:<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Figure1_Catalyst_for_Change.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”RATIONAL vs. EMOTIONAL” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/h2>\nRATIONAL vs. EMOTIONAL<\/strong><\/span><\/h2>\nAs is the case of the World Bank, citizen engagement should not stop at appealing to rational sensibilities, but also welcome emotional reactions.<\/p>\n
Emotional Reputation<\/strong> is where individual perception deviates from a country\u2019s collective image. The collective image is \u201cpublic opinion,\u201d an intangible asset based on cultural, social and political stereotypes, constructed with the help of history and, to a certain extent, personal bias or experience. Public opinion gives rise to an objective vision, permeating the country\u2019s brand development process.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“To create this reputation, countries must cultivate trust, image, notoriety and notability; in other words, the level of influence, audiences familiar with its attributes have, and their qualitative sense of this knowledg”<\/span><\/em><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
To create this reputation, countries must cultivate trust, image, notoriety and notability; in other words, the level of influence, audiences familiar with its attributes have, and their qualitative sense of this knowledge. These are also critical when involving a country\u2019s citizens, as it is they who will have to live alongside the various audiences the country welcomes.<\/p>\n
Rational Reputation<\/strong> is built on governability, institutional quality, quality of life and competitiveness. These are all visible and tangible, thanks to studies and rankings.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#f8f8f8″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”MESSAGE TANGIBILITY” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
MESSAGE TANGIBILITY<\/strong><\/span><\/h1>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
A change in philosophy and thought may translate into actions and activities, which could in turn move the country\u2019s positioning toward that sought both internationally and at home. Examples include large sporting events, culture, architecture, exhibitions, rankings, prizes, studies, etc., but how can the philosophical revival of a country be demonstrated? How can we overcome past perceptions to showcase a country\u2019s new offerings and reality?<\/p>\n
It is true that building a national image is subjective and may change over time.<\/p>\n
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It is also true that its position and permanence depend on a highly important element: its association with tangibles. This may take place through visible milestones for key audiences, drawing from the country\u2019s offerings, perhaps having a \u201cBig Shot<\/strong>\u201d who can help increase cultural value of different attributes to improve reputation in alignment with the country’s brand strategy. This is very difficult to define; the country’s past needs to be taken into account, but so does its present and desired vocation of the future. Ideally, milestones, management and discourse should all be reading from the same page.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Foto_Banderas.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”left” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” background_image=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fondo_Edificios.png” transparent_background=”off” background_color=”#ffffff” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”THE ROLE OF CITIZENS” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
THE ROLE OF CITIZENS<\/strong><\/span><\/h2>\nCountry management and communications have changed. We are moving ever closer to realizing concepts such as smart cities, citizen support 2.0 and open government. People do not just communicate through digital means; the digital environment is increasingly a part of people\u2019s everyday environment, making the internet a key channel through which internal and external audiences can be reached. On the internet, millions of people and entities around the world interact, extending the conversations and exchanges that take place in boardrooms, shops, universities and streets daily.<\/p>\n
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“People do not just communicate through digital means; the digital environment is increasingly a part of people\u2019s everyday environment”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Here, credibility is given to internet users themselves\u2014they act as the final arbiters for what they see online every day. Therefore, it is necessary to create a strategy in which owned content, paid content and, above all, positive conversations among third parties and earned content are generated. These are what really leads to a multiplier effect on conversations, drawing greater engagement and, therefore, increasing the legitimacy of messages between various audiences. As with the political field, a grassroots strategy that sparks a social movement favorable to the country\u2019s positioning efforts is necessary. This strategy should take the feelings and values of most citizens into account, as they will be the ones who legitimize these messages.<\/p>\n
Online opinions are a very powerful tool when it comes to promoting or discrediting ideas. The internet and its channels should not be feared, but an appropriate strategy must facilitate its management and boost citizens\u2019 conversations to fully involve and integrate them into the narrative.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#f8f8f8″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”MAKING A MEASURABLE STRATEGY” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
MAKING A MEASURABLE STRATEGY<\/span><\/h1>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
As with companies, countries also have reputations, and they have an influence on many areas. On the one hand, it has an undeniable economic effect, boosting exports, investments, talent recruited, consumption levels and tourism. On the other, it influences the credibility of the country\u2019s institutions, respect toward its leaders, its role in the global community and the results of its public diplomacy efforts.<\/p>\n
In this context, exploring and measuring is necessary. Reputation is a relatively new intangible asset for countries and their governments, which have begun to explore its management on this level through basic measurement mechanisms.<\/p>\n
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“(Reputation) has an undeniable economic effect, boosting exports, investments, talent recruited, consumption levels and tourism”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
In general, management results are first measured for a single stakeholder (media) and market (the local one). It is necessary to learn to listen to alternate opinions, focusing on the most diverse possible groups. This will allow goals to be set for advances and comparisons made with competitors and benchmark entities; in terms of country\u2019s brand strategy, comparison is essential. To determine whether a strategy is good or bad, the competition must be clear in terms of reputation and position: sunny tourist paradises with perfect beaches; wonders of the world; or business tourism attractions? And who is it targeting: foreign talent; entrepreneurs; university students; foreign investments in energy, renewable energy or raw materials; the foreign exchange market?<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” background_color=”#00847d” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”THE TEAM: COMBINED ACTION” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” text_text_color=”#ffffff” custom_padding=”20px|20px|20px|20px” saved_tabs=”all”]<\/p>\n
THE TEAM: COMBINED ACTION<\/h2>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
It is increasingly common to find the \u201cconductor of the orchestra\u201d within the government organizations worldwide. This person prompts and supervises each action to forge a global vision for the country brand strategy. They must be independent from the current government management, and they tend to be responsible for the future vision of social development as well. Their role includes, to name a few responsibilities, advising the government, planning the budget for future projects<\/p>\n
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and making recommendations to boost social development. In other words, they supervise the country\u2019s functioning, but maintain the ability to \u201cstep away\u201d from the government\u2019s day-to-day activities to maintain a wider perspective, which helps them focus on a medium- and long-term development strategy. From there, it is key for the country\u2019s brand leader to respond to two questions each day: \u201cWhat do we want to be, as a country?\u201d and \u201cWhat kind of country are we today?”<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”#ffffff” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“It is increasingly common to find the \u201cconductor of the orchestra\u201d within the government organizations worldwide'”<\/em><\/span><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
A leader can seek, for example, to have their country considered as a host for the Olympic Games or World Cup, with all the elements involved in achieving that, such as showcasing its infrastructure capabilities, investments, culture, etc. Thus, it is this \u201cconductor\u201d who creates management opportunities for the country and drives this \u201cquality of life\u201d display by boosting diverse sectors, including tourism, infrastructure, health and education\u2014but to leverage these sectors for a country\u2019s brand, they must know how to manage them properly. Just as Joan Costa said in her article, Communications\u00a0<\/em><\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Management System for the Construction of a City or Country Brand (Sistema de gesti\u00f3n comunicacional para la construcci\u00f3n de una marca Ciudad o una Marca pa\u00eds)<\/em>,<\/p>\n\u201cThe social environment is a force field\u2014a field of concurrent, favorable (or adverse) tensions that, first of all, must be identified and, following that, require the development and application of creative strategies and tactics; These must be sufficiently efficient to achieve the activity\u2019s goal.<\/a>\u201d<\/p>\nThis is the essence of a country brand leader\u2019s work.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Foto_Olimpiadas.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
However, this figure is only a manager, and powerful as they may be, they are just that. They should get to know and involve their citizens, coordinating efforts between various institutions and bodies to improve government management. This improvement should be communicated via a good PR team and reliable allies who seek to go beyond protecting and boosting the government\u2019s image, but rather spread the country brand on a national and international level to generate a virtuous cycle.<\/p>\n
To achieve this, numerous factors must come together. It is often complicated to unite them, but when they do line up, they create a great strategy for the country brand.<\/p>\n
Solid Government Plan<\/strong>. It is no longer enough to appear to be a great country\u2014first and foremost, you must be one.<\/p>\nConnection between Country Objectives and Strategy<\/strong>. These must be linked to the country\u2019s existing strengths to boost those attributes. \u201cDo not try to reinvent the wheel.\u201d<\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Political Will<\/strong>. It is essential for company CEOs to forget their individual brands and political alliances, and act for the common good and seek what truly benefits citizens.<\/p>\nInclude all Key Actors<\/strong>. Alliances must be created between the country\u2019s opinion leaders, whether they live there or not.<\/p>\nWork from Within<\/strong>. Involve people and citizens so they are proud of where they live; they are the country\u2019s face, and they will be the ones who reap the benefits of a successful strategy.<\/p>\nComprehensive Strategy<\/strong>. Do not involve only those responsible for tourism; this should be a 360-degree project that brings together society, companies, institutions and the government.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”TOURISM-PHOBIA” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/h2>\nTOURISM-PHOBIA<\/span><\/h2>\nWhen there is no real link between the country\u2019s brand and its citizens, with a shared vocation and strategy; clear objectives; appointed leaders; a solid team; helpful resources; specific milestones and results; a thoughtful plan; and tangible, widespread benefits, a logo with a cheesy tag line could become a problem\u2014and even be rejected by the citizens themselves. This has been the case in various European countries, such as Italy, Greece, Holland, Spain and Portugal, and in the United States in the case of New York. Tourism-phobia is caused by a lack of citizen comprehension; if they only perceive the inconveniences of the strategy to attract tourists, but not the talent and investment it brings, the strategy will fail to foster integrated political and infrastructure development and support development, innovation and competitiveness. Citizens should be able to see the tangible benefits of tourism and, above all, feel like they are taking an active role in their country\u2019s brand.<\/p>\n
[\/et_pb_text][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Video_Turistas_OK.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/07\/ImagenCabecera_Authors.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fotos_Autores_ARTEAGA.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Juan Arteaga is General Manager of LLORENTE & CUENCA Mexico<\/strong>. Arteaga is a specialist in strategic reputational counsel, with 18 years of experience working with more than 100 clients and projects in Spain, Mexico and Latin America. He combines his professional work with his passions for innovation and teaching, collaborating on events such as the World Summit of Political Communication, the Mexican National Conference on Digital Marketing, the Mexican Government\u2019s SME Week, the Colombian National Conference of Young Entrepreneurs and the Mexican Campus Party, as well as with educational institutions such as the Universidad Panamericana, TEC de Monterrey, Universidad Iberoamericana and Universidad An\u00e1huac, among others. He holds a degree in Computer Science from the Universidad del Pa\u00eds Vasco and a postgraduate degree in Senior Management from the IPADE.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/a>\u00a0 jarteaga@llorenteycuenca.com<\/span><\/p>\n\u00a0\u00a0Juan Arteaga<\/span><\/a><\/p>\n @juanarteaga_<\/span><\/a><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fotos_Autores_ANEL.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Anel Hernandez is Manager at LLORENTE & CUENCA Mexico<\/strong>. Hernandez is a communications adviser with 11 years of professional experience working in diverse sectors, including tourism, food & beverage, retail and technology. Her journey into the tourist industry began in 2011 at the Instituto Brasileiro de Turismo (Embratur). She has also collaborated with the Mexican Tourism Promotion Board and led the press cabinet for Tianguis Tur\u00edstico M\u00e9xico in 2014 and 2015, and presented Mexico\u2019s latest campaign at FITUR 2014 in Buenos Aires, Argentina. She has also worked with major companies such as Alsea, Starbucks, Bimbo, Kellogg\u2019s, Kleenex, Smartmatic, Xiaomi and Maxcom, among others. She holds a degree in Communications Science from the faculty of Political and Social Sciences at UNAM and completed a diploma in Digital Journalism at the Instituto Tecnol\u00f3gico y de Estudios Superiores de Monterrey (ITESM).<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
[\/et_pb_text][et_pb_video admin_label=”V\u00eddeo” src=”https:\/\/www.youtube.com\/watch?v=BkyaqWYS_MM” image_src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Video_Suecia_PRUEBA.png”] [\/et_pb_video][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
A country brand strategy is not a logo with a cheesy tag line and costly advertising focused on hiding problems\u2014rather, it should start with a vision, vocation and philosophy for the country to provide a way to understand the nation, then evolve from there until it achieves the desired goals. This strategy must cover both management and communication, impacting everyone\u2019s present and future benefits, bringing citizens into the center of the narrative and storytelling and making decisions aligned with current context. This will involve careful positioning and government management, as it is the citizens who will star in this change and vision. They will translate both the positive and negative aspects to a variety of audiences, so citizens should be able to empathize with tourists or foreigners visiting their country. Spanish philosopher Jose Ortega y Gasset defined a nation as a dynamic system\u2014much like a company\u2014that is either integrating or disintegrating. According to him, \u201cwhat defines a nation is a project of communal life; national groups do not live together to be together, but rather to do something together.\u201d<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” background_color=”#00847d” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”WHERE TO START?” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” text_text_color=”#ffffff” custom_padding=”15px|15px|15px|15px” saved_tabs=”all”]<\/p>\n
WHERE TO START?<\/h2>\n
The initial steps involve deciding what a country wants to be and who can help it achieve that:<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”1″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Linea_12.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Vocation” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
Vocation <\/span><\/h2>\n\n- What type of country do we want to be? What type of image do we want to build, and is it based on the attributes we currently have? What attributes are we willing to create?<\/li>\n
- What perception currently exists, inside and outside our borders? Does this complement or contrast the vision of what we want to be?<\/li>\n<\/ul>\n
Internal public figures, such as leaders of public institutions, entrepreneurs and citizens, have a special interest in their country\u2019s brand.\u00a0They are public assets and should participate in the brand\u2019s creation.<\/p>\n
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If citizens and media are involved, they become advocates and defenders of the country\u2019s brand, making it their own and communicating it themselves, allowing the brand to take on a life of its own. This helps it spread organically and coherently, ensuring it is not just an artificial product, as is often the case with tourist institutions. If there is no alignment between the brand and the public, they will not communicate or promote it, creating a disconnect between the expectations visitors have and the reality they find.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”#ffffff” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“Si se consigue la implicaci\u00f3n de los ciudadanos y de los medios de comunicaci\u00f3n, \u00e9stos se convertir\u00e1n en abogados y defensores de la Marca Pa\u00eds”<\/em><\/span><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”2″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Linea_22.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Catalysts for Change” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
Catalysts for Change<\/span><\/h2>\n\n- Analyze and establish the stakeholders, both inside and outside the country, to recruit as allies for the change. These could include citizens, academics, media, entrepreneurs, investors, government actors, NGOs, industry professionals, etc.<\/li>\n<\/ul>\n
To define the two key elements of \u201cReality\u201d and \u201cPerception,\u201d it is necessary to use analytic and diagnostic tools.\u00a0Ideally, a SWOT analysis should be carried out for the country to<\/p>\n
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analyze its differentiators, study internal and external perceptions, identify relevant benchmarks and understand its national, regional and global context. All this information helps when it comes to decision-making. Once it has been compiled, it is time to consult citizens, find allies and develop a strategy to integrate reality, perception and aspiration to define the country\u2019s vocation:<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Figure1_Catalyst_for_Change.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”RATIONAL vs. EMOTIONAL” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/h2>\nRATIONAL vs. EMOTIONAL<\/strong><\/span><\/h2>\nAs is the case of the World Bank, citizen engagement should not stop at appealing to rational sensibilities, but also welcome emotional reactions.<\/p>\n
Emotional Reputation<\/strong> is where individual perception deviates from a country\u2019s collective image. The collective image is \u201cpublic opinion,\u201d an intangible asset based on cultural, social and political stereotypes, constructed with the help of history and, to a certain extent, personal bias or experience. Public opinion gives rise to an objective vision, permeating the country\u2019s brand development process.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“To create this reputation, countries must cultivate trust, image, notoriety and notability; in other words, the level of influence, audiences familiar with its attributes have, and their qualitative sense of this knowledg”<\/span><\/em><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
To create this reputation, countries must cultivate trust, image, notoriety and notability; in other words, the level of influence, audiences familiar with its attributes have, and their qualitative sense of this knowledge. These are also critical when involving a country\u2019s citizens, as it is they who will have to live alongside the various audiences the country welcomes.<\/p>\n
Rational Reputation<\/strong> is built on governability, institutional quality, quality of life and competitiveness. These are all visible and tangible, thanks to studies and rankings.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#f8f8f8″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”MESSAGE TANGIBILITY” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
MESSAGE TANGIBILITY<\/strong><\/span><\/h1>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
A change in philosophy and thought may translate into actions and activities, which could in turn move the country\u2019s positioning toward that sought both internationally and at home. Examples include large sporting events, culture, architecture, exhibitions, rankings, prizes, studies, etc., but how can the philosophical revival of a country be demonstrated? How can we overcome past perceptions to showcase a country\u2019s new offerings and reality?<\/p>\n
It is true that building a national image is subjective and may change over time.<\/p>\n
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It is also true that its position and permanence depend on a highly important element: its association with tangibles. This may take place through visible milestones for key audiences, drawing from the country\u2019s offerings, perhaps having a \u201cBig Shot<\/strong>\u201d who can help increase cultural value of different attributes to improve reputation in alignment with the country’s brand strategy. This is very difficult to define; the country’s past needs to be taken into account, but so does its present and desired vocation of the future. Ideally, milestones, management and discourse should all be reading from the same page.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Foto_Banderas.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”left” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” background_image=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fondo_Edificios.png” transparent_background=”off” background_color=”#ffffff” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”THE ROLE OF CITIZENS” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
THE ROLE OF CITIZENS<\/strong><\/span><\/h2>\nCountry management and communications have changed. We are moving ever closer to realizing concepts such as smart cities, citizen support 2.0 and open government. People do not just communicate through digital means; the digital environment is increasingly a part of people\u2019s everyday environment, making the internet a key channel through which internal and external audiences can be reached. On the internet, millions of people and entities around the world interact, extending the conversations and exchanges that take place in boardrooms, shops, universities and streets daily.<\/p>\n
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“People do not just communicate through digital means; the digital environment is increasingly a part of people\u2019s everyday environment”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Here, credibility is given to internet users themselves\u2014they act as the final arbiters for what they see online every day. Therefore, it is necessary to create a strategy in which owned content, paid content and, above all, positive conversations among third parties and earned content are generated. These are what really leads to a multiplier effect on conversations, drawing greater engagement and, therefore, increasing the legitimacy of messages between various audiences. As with the political field, a grassroots strategy that sparks a social movement favorable to the country\u2019s positioning efforts is necessary. This strategy should take the feelings and values of most citizens into account, as they will be the ones who legitimize these messages.<\/p>\n
Online opinions are a very powerful tool when it comes to promoting or discrediting ideas. The internet and its channels should not be feared, but an appropriate strategy must facilitate its management and boost citizens\u2019 conversations to fully involve and integrate them into the narrative.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#f8f8f8″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”MAKING A MEASURABLE STRATEGY” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
MAKING A MEASURABLE STRATEGY<\/span><\/h1>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
As with companies, countries also have reputations, and they have an influence on many areas. On the one hand, it has an undeniable economic effect, boosting exports, investments, talent recruited, consumption levels and tourism. On the other, it influences the credibility of the country\u2019s institutions, respect toward its leaders, its role in the global community and the results of its public diplomacy efforts.<\/p>\n
In this context, exploring and measuring is necessary. Reputation is a relatively new intangible asset for countries and their governments, which have begun to explore its management on this level through basic measurement mechanisms.<\/p>\n
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“(Reputation) has an undeniable economic effect, boosting exports, investments, talent recruited, consumption levels and tourism”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
In general, management results are first measured for a single stakeholder (media) and market (the local one). It is necessary to learn to listen to alternate opinions, focusing on the most diverse possible groups. This will allow goals to be set for advances and comparisons made with competitors and benchmark entities; in terms of country\u2019s brand strategy, comparison is essential. To determine whether a strategy is good or bad, the competition must be clear in terms of reputation and position: sunny tourist paradises with perfect beaches; wonders of the world; or business tourism attractions? And who is it targeting: foreign talent; entrepreneurs; university students; foreign investments in energy, renewable energy or raw materials; the foreign exchange market?<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” background_color=”#00847d” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”THE TEAM: COMBINED ACTION” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” text_text_color=”#ffffff” custom_padding=”20px|20px|20px|20px” saved_tabs=”all”]<\/p>\n
THE TEAM: COMBINED ACTION<\/h2>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
It is increasingly common to find the \u201cconductor of the orchestra\u201d within the government organizations worldwide. This person prompts and supervises each action to forge a global vision for the country brand strategy. They must be independent from the current government management, and they tend to be responsible for the future vision of social development as well. Their role includes, to name a few responsibilities, advising the government, planning the budget for future projects<\/p>\n
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and making recommendations to boost social development. In other words, they supervise the country\u2019s functioning, but maintain the ability to \u201cstep away\u201d from the government\u2019s day-to-day activities to maintain a wider perspective, which helps them focus on a medium- and long-term development strategy. From there, it is key for the country\u2019s brand leader to respond to two questions each day: \u201cWhat do we want to be, as a country?\u201d and \u201cWhat kind of country are we today?”<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”#ffffff” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“It is increasingly common to find the \u201cconductor of the orchestra\u201d within the government organizations worldwide'”<\/em><\/span><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
A leader can seek, for example, to have their country considered as a host for the Olympic Games or World Cup, with all the elements involved in achieving that, such as showcasing its infrastructure capabilities, investments, culture, etc. Thus, it is this \u201cconductor\u201d who creates management opportunities for the country and drives this \u201cquality of life\u201d display by boosting diverse sectors, including tourism, infrastructure, health and education\u2014but to leverage these sectors for a country\u2019s brand, they must know how to manage them properly. Just as Joan Costa said in her article, Communications\u00a0<\/em><\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Management System for the Construction of a City or Country Brand (Sistema de gesti\u00f3n comunicacional para la construcci\u00f3n de una marca Ciudad o una Marca pa\u00eds)<\/em>,<\/p>\n\u201cThe social environment is a force field\u2014a field of concurrent, favorable (or adverse) tensions that, first of all, must be identified and, following that, require the development and application of creative strategies and tactics; These must be sufficiently efficient to achieve the activity\u2019s goal.<\/a>\u201d<\/p>\nThis is the essence of a country brand leader\u2019s work.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Foto_Olimpiadas.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
However, this figure is only a manager, and powerful as they may be, they are just that. They should get to know and involve their citizens, coordinating efforts between various institutions and bodies to improve government management. This improvement should be communicated via a good PR team and reliable allies who seek to go beyond protecting and boosting the government\u2019s image, but rather spread the country brand on a national and international level to generate a virtuous cycle.<\/p>\n
To achieve this, numerous factors must come together. It is often complicated to unite them, but when they do line up, they create a great strategy for the country brand.<\/p>\n
Solid Government Plan<\/strong>. It is no longer enough to appear to be a great country\u2014first and foremost, you must be one.<\/p>\nConnection between Country Objectives and Strategy<\/strong>. These must be linked to the country\u2019s existing strengths to boost those attributes. \u201cDo not try to reinvent the wheel.\u201d<\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Political Will<\/strong>. It is essential for company CEOs to forget their individual brands and political alliances, and act for the common good and seek what truly benefits citizens.<\/p>\nInclude all Key Actors<\/strong>. Alliances must be created between the country\u2019s opinion leaders, whether they live there or not.<\/p>\nWork from Within<\/strong>. Involve people and citizens so they are proud of where they live; they are the country\u2019s face, and they will be the ones who reap the benefits of a successful strategy.<\/p>\nComprehensive Strategy<\/strong>. Do not involve only those responsible for tourism; this should be a 360-degree project that brings together society, companies, institutions and the government.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”TOURISM-PHOBIA” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/h2>\nTOURISM-PHOBIA<\/span><\/h2>\nWhen there is no real link between the country\u2019s brand and its citizens, with a shared vocation and strategy; clear objectives; appointed leaders; a solid team; helpful resources; specific milestones and results; a thoughtful plan; and tangible, widespread benefits, a logo with a cheesy tag line could become a problem\u2014and even be rejected by the citizens themselves. This has been the case in various European countries, such as Italy, Greece, Holland, Spain and Portugal, and in the United States in the case of New York. Tourism-phobia is caused by a lack of citizen comprehension; if they only perceive the inconveniences of the strategy to attract tourists, but not the talent and investment it brings, the strategy will fail to foster integrated political and infrastructure development and support development, innovation and competitiveness. Citizens should be able to see the tangible benefits of tourism and, above all, feel like they are taking an active role in their country\u2019s brand.<\/p>\n
[\/et_pb_text][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Video_Turistas_OK.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/07\/ImagenCabecera_Authors.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fotos_Autores_ARTEAGA.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Juan Arteaga is General Manager of LLORENTE & CUENCA Mexico<\/strong>. Arteaga is a specialist in strategic reputational counsel, with 18 years of experience working with more than 100 clients and projects in Spain, Mexico and Latin America. He combines his professional work with his passions for innovation and teaching, collaborating on events such as the World Summit of Political Communication, the Mexican National Conference on Digital Marketing, the Mexican Government\u2019s SME Week, the Colombian National Conference of Young Entrepreneurs and the Mexican Campus Party, as well as with educational institutions such as the Universidad Panamericana, TEC de Monterrey, Universidad Iberoamericana and Universidad An\u00e1huac, among others. He holds a degree in Computer Science from the Universidad del Pa\u00eds Vasco and a postgraduate degree in Senior Management from the IPADE.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/a>\u00a0 jarteaga@llorenteycuenca.com<\/span><\/p>\n\u00a0\u00a0Juan Arteaga<\/span><\/a><\/p>\n @juanarteaga_<\/span><\/a><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fotos_Autores_ANEL.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Anel Hernandez is Manager at LLORENTE & CUENCA Mexico<\/strong>. Hernandez is a communications adviser with 11 years of professional experience working in diverse sectors, including tourism, food & beverage, retail and technology. Her journey into the tourist industry began in 2011 at the Instituto Brasileiro de Turismo (Embratur). She has also collaborated with the Mexican Tourism Promotion Board and led the press cabinet for Tianguis Tur\u00edstico M\u00e9xico in 2014 and 2015, and presented Mexico\u2019s latest campaign at FITUR 2014 in Buenos Aires, Argentina. She has also worked with major companies such as Alsea, Starbucks, Bimbo, Kellogg\u2019s, Kleenex, Smartmatic, Xiaomi and Maxcom, among others. She holds a degree in Communications Science from the faculty of Political and Social Sciences at UNAM and completed a diploma in Digital Journalism at the Instituto Tecnol\u00f3gico y de Estudios Superiores de Monterrey (ITESM).<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
Internal public figures, such as leaders of public institutions, entrepreneurs and citizens, have a special interest in their country\u2019s brand.\u00a0They are public assets and should participate in the brand\u2019s creation.<\/p>\n
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If citizens and media are involved, they become advocates and defenders of the country\u2019s brand, making it their own and communicating it themselves, allowing the brand to take on a life of its own. This helps it spread organically and coherently, ensuring it is not just an artificial product, as is often the case with tourist institutions. If there is no alignment between the brand and the public, they will not communicate or promote it, creating a disconnect between the expectations visitors have and the reality they find.<\/p>\n
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“Si se consigue la implicaci\u00f3n de los ciudadanos y de los medios de comunicaci\u00f3n, \u00e9stos se convertir\u00e1n en abogados y defensores de la Marca Pa\u00eds”<\/em><\/span><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”2″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Linea_22.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Catalysts for Change” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
Catalysts for Change<\/span><\/h2>\n\n- Analyze and establish the stakeholders, both inside and outside the country, to recruit as allies for the change. These could include citizens, academics, media, entrepreneurs, investors, government actors, NGOs, industry professionals, etc.<\/li>\n<\/ul>\n
To define the two key elements of \u201cReality\u201d and \u201cPerception,\u201d it is necessary to use analytic and diagnostic tools.\u00a0Ideally, a SWOT analysis should be carried out for the country to<\/p>\n
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analyze its differentiators, study internal and external perceptions, identify relevant benchmarks and understand its national, regional and global context. All this information helps when it comes to decision-making. Once it has been compiled, it is time to consult citizens, find allies and develop a strategy to integrate reality, perception and aspiration to define the country\u2019s vocation:<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Figure1_Catalyst_for_Change.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”RATIONAL vs. EMOTIONAL” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/h2>\nRATIONAL vs. EMOTIONAL<\/strong><\/span><\/h2>\nAs is the case of the World Bank, citizen engagement should not stop at appealing to rational sensibilities, but also welcome emotional reactions.<\/p>\n
Emotional Reputation<\/strong> is where individual perception deviates from a country\u2019s collective image. The collective image is \u201cpublic opinion,\u201d an intangible asset based on cultural, social and political stereotypes, constructed with the help of history and, to a certain extent, personal bias or experience. Public opinion gives rise to an objective vision, permeating the country\u2019s brand development process.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”#e6eef4″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“To create this reputation, countries must cultivate trust, image, notoriety and notability; in other words, the level of influence, audiences familiar with its attributes have, and their qualitative sense of this knowledg”<\/span><\/em><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
To create this reputation, countries must cultivate trust, image, notoriety and notability; in other words, the level of influence, audiences familiar with its attributes have, and their qualitative sense of this knowledge. These are also critical when involving a country\u2019s citizens, as it is they who will have to live alongside the various audiences the country welcomes.<\/p>\n
Rational Reputation<\/strong> is built on governability, institutional quality, quality of life and competitiveness. These are all visible and tangible, thanks to studies and rankings.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#f8f8f8″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”MESSAGE TANGIBILITY” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
MESSAGE TANGIBILITY<\/strong><\/span><\/h1>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
A change in philosophy and thought may translate into actions and activities, which could in turn move the country\u2019s positioning toward that sought both internationally and at home. Examples include large sporting events, culture, architecture, exhibitions, rankings, prizes, studies, etc., but how can the philosophical revival of a country be demonstrated? How can we overcome past perceptions to showcase a country\u2019s new offerings and reality?<\/p>\n
It is true that building a national image is subjective and may change over time.<\/p>\n
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It is also true that its position and permanence depend on a highly important element: its association with tangibles. This may take place through visible milestones for key audiences, drawing from the country\u2019s offerings, perhaps having a \u201cBig Shot<\/strong>\u201d who can help increase cultural value of different attributes to improve reputation in alignment with the country’s brand strategy. This is very difficult to define; the country’s past needs to be taken into account, but so does its present and desired vocation of the future. Ideally, milestones, management and discourse should all be reading from the same page.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Foto_Banderas.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”left” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” background_image=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fondo_Edificios.png” transparent_background=”off” background_color=”#ffffff” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”THE ROLE OF CITIZENS” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
THE ROLE OF CITIZENS<\/strong><\/span><\/h2>\nCountry management and communications have changed. We are moving ever closer to realizing concepts such as smart cities, citizen support 2.0 and open government. People do not just communicate through digital means; the digital environment is increasingly a part of people\u2019s everyday environment, making the internet a key channel through which internal and external audiences can be reached. On the internet, millions of people and entities around the world interact, extending the conversations and exchanges that take place in boardrooms, shops, universities and streets daily.<\/p>\n
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“People do not just communicate through digital means; the digital environment is increasingly a part of people\u2019s everyday environment”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Here, credibility is given to internet users themselves\u2014they act as the final arbiters for what they see online every day. Therefore, it is necessary to create a strategy in which owned content, paid content and, above all, positive conversations among third parties and earned content are generated. These are what really leads to a multiplier effect on conversations, drawing greater engagement and, therefore, increasing the legitimacy of messages between various audiences. As with the political field, a grassroots strategy that sparks a social movement favorable to the country\u2019s positioning efforts is necessary. This strategy should take the feelings and values of most citizens into account, as they will be the ones who legitimize these messages.<\/p>\n
Online opinions are a very powerful tool when it comes to promoting or discrediting ideas. The internet and its channels should not be feared, but an appropriate strategy must facilitate its management and boost citizens\u2019 conversations to fully involve and integrate them into the narrative.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#f8f8f8″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”MAKING A MEASURABLE STRATEGY” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
MAKING A MEASURABLE STRATEGY<\/span><\/h1>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
As with companies, countries also have reputations, and they have an influence on many areas. On the one hand, it has an undeniable economic effect, boosting exports, investments, talent recruited, consumption levels and tourism. On the other, it influences the credibility of the country\u2019s institutions, respect toward its leaders, its role in the global community and the results of its public diplomacy efforts.<\/p>\n
In this context, exploring and measuring is necessary. Reputation is a relatively new intangible asset for countries and their governments, which have begun to explore its management on this level through basic measurement mechanisms.<\/p>\n
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“(Reputation) has an undeniable economic effect, boosting exports, investments, talent recruited, consumption levels and tourism”<\/span><\/em><\/h2>\n[\/et_pb_text][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
In general, management results are first measured for a single stakeholder (media) and market (the local one). It is necessary to learn to listen to alternate opinions, focusing on the most diverse possible groups. This will allow goals to be set for advances and comparisons made with competitors and benchmark entities; in terms of country\u2019s brand strategy, comparison is essential. To determine whether a strategy is good or bad, the competition must be clear in terms of reputation and position: sunny tourist paradises with perfect beaches; wonders of the world; or business tourism attractions? And who is it targeting: foreign talent; entrepreneurs; university students; foreign investments in energy, renewable energy or raw materials; the foreign exchange market?<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” background_color=”#00847d” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”THE TEAM: COMBINED ACTION” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” text_text_color=”#ffffff” custom_padding=”20px|20px|20px|20px” saved_tabs=”all”]<\/p>\n
THE TEAM: COMBINED ACTION<\/h2>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#eaf1e0″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
It is increasingly common to find the \u201cconductor of the orchestra\u201d within the government organizations worldwide. This person prompts and supervises each action to forge a global vision for the country brand strategy. They must be independent from the current government management, and they tend to be responsible for the future vision of social development as well. Their role includes, to name a few responsibilities, advising the government, planning the budget for future projects<\/p>\n
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and making recommendations to boost social development. In other words, they supervise the country\u2019s functioning, but maintain the ability to \u201cstep away\u201d from the government\u2019s day-to-day activities to maintain a wider perspective, which helps them focus on a medium- and long-term development strategy. From there, it is key for the country\u2019s brand leader to respond to two questions each day: \u201cWhat do we want to be, as a country?\u201d and \u201cWhat kind of country are we today?”<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”Ladillo 1″ background_layout=”light” text_orientation=”left” background_color=”#ffffff” use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_padding=”30px|30px|30px|30px” saved_tabs=”all”]<\/p>\n
“It is increasingly common to find the \u201cconductor of the orchestra\u201d within the government organizations worldwide'”<\/em><\/span><\/h2>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
A leader can seek, for example, to have their country considered as a host for the Olympic Games or World Cup, with all the elements involved in achieving that, such as showcasing its infrastructure capabilities, investments, culture, etc. Thus, it is this \u201cconductor\u201d who creates management opportunities for the country and drives this \u201cquality of life\u201d display by boosting diverse sectors, including tourism, infrastructure, health and education\u2014but to leverage these sectors for a country\u2019s brand, they must know how to manage them properly. Just as Joan Costa said in her article, Communications\u00a0<\/em><\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Management System for the Construction of a City or Country Brand (Sistema de gesti\u00f3n comunicacional para la construcci\u00f3n de una marca Ciudad o una Marca pa\u00eds)<\/em>,<\/p>\n\u201cThe social environment is a force field\u2014a field of concurrent, favorable (or adverse) tensions that, first of all, must be identified and, following that, require the development and application of creative strategies and tactics; These must be sufficiently efficient to achieve the activity\u2019s goal.<\/a>\u201d<\/p>\nThis is the essence of a country brand leader\u2019s work.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Foto_Olimpiadas.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
However, this figure is only a manager, and powerful as they may be, they are just that. They should get to know and involve their citizens, coordinating efforts between various institutions and bodies to improve government management. This improvement should be communicated via a good PR team and reliable allies who seek to go beyond protecting and boosting the government\u2019s image, but rather spread the country brand on a national and international level to generate a virtuous cycle.<\/p>\n
To achieve this, numerous factors must come together. It is often complicated to unite them, but when they do line up, they create a great strategy for the country brand.<\/p>\n
Solid Government Plan<\/strong>. It is no longer enough to appear to be a great country\u2014first and foremost, you must be one.<\/p>\nConnection between Country Objectives and Strategy<\/strong>. These must be linked to the country\u2019s existing strengths to boost those attributes. \u201cDo not try to reinvent the wheel.\u201d<\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Political Will<\/strong>. It is essential for company CEOs to forget their individual brands and political alliances, and act for the common good and seek what truly benefits citizens.<\/p>\nInclude all Key Actors<\/strong>. Alliances must be created between the country\u2019s opinion leaders, whether they live there or not.<\/p>\nWork from Within<\/strong>. Involve people and citizens so they are proud of where they live; they are the country\u2019s face, and they will be the ones who reap the benefits of a successful strategy.<\/p>\nComprehensive Strategy<\/strong>. Do not involve only those responsible for tourism; this should be a 360-degree project that brings together society, companies, institutions and the government.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”TOURISM-PHOBIA” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/h2>\nTOURISM-PHOBIA<\/span><\/h2>\nWhen there is no real link between the country\u2019s brand and its citizens, with a shared vocation and strategy; clear objectives; appointed leaders; a solid team; helpful resources; specific milestones and results; a thoughtful plan; and tangible, widespread benefits, a logo with a cheesy tag line could become a problem\u2014and even be rejected by the citizens themselves. This has been the case in various European countries, such as Italy, Greece, Holland, Spain and Portugal, and in the United States in the case of New York. Tourism-phobia is caused by a lack of citizen comprehension; if they only perceive the inconveniences of the strategy to attract tourists, but not the talent and investment it brings, the strategy will fail to foster integrated political and infrastructure development and support development, innovation and competitiveness. Citizens should be able to see the tangible benefits of tourism and, above all, feel like they are taking an active role in their country\u2019s brand.<\/p>\n
[\/et_pb_text][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Video_Turistas_OK.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/07\/ImagenCabecera_Authors.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fotos_Autores_ARTEAGA.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Juan Arteaga is General Manager of LLORENTE & CUENCA Mexico<\/strong>. Arteaga is a specialist in strategic reputational counsel, with 18 years of experience working with more than 100 clients and projects in Spain, Mexico and Latin America. He combines his professional work with his passions for innovation and teaching, collaborating on events such as the World Summit of Political Communication, the Mexican National Conference on Digital Marketing, the Mexican Government\u2019s SME Week, the Colombian National Conference of Young Entrepreneurs and the Mexican Campus Party, as well as with educational institutions such as the Universidad Panamericana, TEC de Monterrey, Universidad Iberoamericana and Universidad An\u00e1huac, among others. He holds a degree in Computer Science from the Universidad del Pa\u00eds Vasco and a postgraduate degree in Senior Management from the IPADE.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/a>\u00a0 jarteaga@llorenteycuenca.com<\/span><\/p>\n\u00a0\u00a0Juan Arteaga<\/span><\/a><\/p>\n @juanarteaga_<\/span><\/a><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fotos_Autores_ANEL.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Anel Hernandez is Manager at LLORENTE & CUENCA Mexico<\/strong>. Hernandez is a communications adviser with 11 years of professional experience working in diverse sectors, including tourism, food & beverage, retail and technology. Her journey into the tourist industry began in 2011 at the Instituto Brasileiro de Turismo (Embratur). She has also collaborated with the Mexican Tourism Promotion Board and led the press cabinet for Tianguis Tur\u00edstico M\u00e9xico in 2014 and 2015, and presented Mexico\u2019s latest campaign at FITUR 2014 in Buenos Aires, Argentina. She has also worked with major companies such as Alsea, Starbucks, Bimbo, Kellogg\u2019s, Kleenex, Smartmatic, Xiaomi and Maxcom, among others. She holds a degree in Communications Science from the faculty of Political and Social Sciences at UNAM and completed a diploma in Digital Journalism at the Instituto Tecnol\u00f3gico y de Estudios Superiores de Monterrey (ITESM).<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
- \n
- Analyze and establish the stakeholders, both inside and outside the country, to recruit as allies for the change. These could include citizens, academics, media, entrepreneurs, investors, government actors, NGOs, industry professionals, etc.<\/li>\n<\/ul>\n
To define the two key elements of \u201cReality\u201d and \u201cPerception,\u201d it is necessary to use analytic and diagnostic tools.\u00a0Ideally, a SWOT analysis should be carried out for the country to<\/p>\n
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analyze its differentiators, study internal and external perceptions, identify relevant benchmarks and understand its national, regional and global context. All this information helps when it comes to decision-making. Once it has been compiled, it is time to consult citizens, find allies and develop a strategy to integrate reality, perception and aspiration to define the country\u2019s vocation:<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Figure1_Catalyst_for_Change.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”RATIONAL vs. EMOTIONAL” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
<\/h2>\n
RATIONAL vs. EMOTIONAL<\/strong><\/span><\/h2>\n
As is the case of the World Bank, citizen engagement should not stop at appealing to rational sensibilities, but also welcome emotional reactions.<\/p>\n
Emotional Reputation<\/strong> is where individual perception deviates from a country\u2019s collective image. The collective image is \u201cpublic opinion,\u201d an intangible asset based on cultural, social and political stereotypes, constructed with the help of history and, to a certain extent, personal bias or experience. Public opinion gives rise to an objective vision, permeating the country\u2019s brand development process.<\/p>\n
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“To create this reputation, countries must cultivate trust, image, notoriety and notability; in other words, the level of influence, audiences familiar with its attributes have, and their qualitative sense of this knowledg”<\/span><\/em><\/h2>\n
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To create this reputation, countries must cultivate trust, image, notoriety and notability; in other words, the level of influence, audiences familiar with its attributes have, and their qualitative sense of this knowledge. These are also critical when involving a country\u2019s citizens, as it is they who will have to live alongside the various audiences the country welcomes.<\/p>\n
Rational Reputation<\/strong> is built on governability, institutional quality, quality of life and competitiveness. These are all visible and tangible, thanks to studies and rankings.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”#f8f8f8″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”MESSAGE TANGIBILITY” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
MESSAGE TANGIBILITY<\/strong><\/span><\/h1>\n
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A change in philosophy and thought may translate into actions and activities, which could in turn move the country\u2019s positioning toward that sought both internationally and at home. Examples include large sporting events, culture, architecture, exhibitions, rankings, prizes, studies, etc., but how can the philosophical revival of a country be demonstrated? How can we overcome past perceptions to showcase a country\u2019s new offerings and reality?<\/p>\n
It is true that building a national image is subjective and may change over time.<\/p>\n
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It is also true that its position and permanence depend on a highly important element: its association with tangibles. This may take place through visible milestones for key audiences, drawing from the country\u2019s offerings, perhaps having a \u201cBig Shot<\/strong>\u201d who can help increase cultural value of different attributes to improve reputation in alignment with the country’s brand strategy. This is very difficult to define; the country’s past needs to be taken into account, but so does its present and desired vocation of the future. Ideally, milestones, management and discourse should all be reading from the same page.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Foto_Banderas.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”left” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off” background_image=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fondo_Edificios.png” transparent_background=”off” background_color=”#ffffff” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_text admin_label=”THE ROLE OF CITIZENS” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” saved_tabs=”all”]<\/p>\n
THE ROLE OF CITIZENS<\/strong><\/span><\/h2>\n
Country management and communications have changed. We are moving ever closer to realizing concepts such as smart cities, citizen support 2.0 and open government. People do not just communicate through digital means; the digital environment is increasingly a part of people\u2019s everyday environment, making the internet a key channel through which internal and external audiences can be reached. On the internet, millions of people and entities around the world interact, extending the conversations and exchanges that take place in boardrooms, shops, universities and streets daily.<\/p>\n
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“People do not just communicate through digital means; the digital environment is increasingly a part of people\u2019s everyday environment”<\/span><\/em><\/h2>\n
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Here, credibility is given to internet users themselves\u2014they act as the final arbiters for what they see online every day. Therefore, it is necessary to create a strategy in which owned content, paid content and, above all, positive conversations among third parties and earned content are generated. These are what really leads to a multiplier effect on conversations, drawing greater engagement and, therefore, increasing the legitimacy of messages between various audiences. As with the political field, a grassroots strategy that sparks a social movement favorable to the country\u2019s positioning efforts is necessary. This strategy should take the feelings and values of most citizens into account, as they will be the ones who legitimize these messages.<\/p>\n
Online opinions are a very powerful tool when it comes to promoting or discrediting ideas. The internet and its channels should not be feared, but an appropriate strategy must facilitate its management and boost citizens\u2019 conversations to fully involve and integrate them into the narrative.<\/p>\n
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MAKING A MEASURABLE STRATEGY<\/span><\/h1>\n
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As with companies, countries also have reputations, and they have an influence on many areas. On the one hand, it has an undeniable economic effect, boosting exports, investments, talent recruited, consumption levels and tourism. On the other, it influences the credibility of the country\u2019s institutions, respect toward its leaders, its role in the global community and the results of its public diplomacy efforts.<\/p>\n
In this context, exploring and measuring is necessary. Reputation is a relatively new intangible asset for countries and their governments, which have begun to explore its management on this level through basic measurement mechanisms.<\/p>\n
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“(Reputation) has an undeniable economic effect, boosting exports, investments, talent recruited, consumption levels and tourism”<\/span><\/em><\/h2>\n
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In general, management results are first measured for a single stakeholder (media) and market (the local one). It is necessary to learn to listen to alternate opinions, focusing on the most diverse possible groups. This will allow goals to be set for advances and comparisons made with competitors and benchmark entities; in terms of country\u2019s brand strategy, comparison is essential. To determine whether a strategy is good or bad, the competition must be clear in terms of reputation and position: sunny tourist paradises with perfect beaches; wonders of the world; or business tourism attractions? And who is it targeting: foreign talent; entrepreneurs; university students; foreign investments in energy, renewable energy or raw materials; the foreign exchange market?<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” background_color=”#00847d” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on”][et_pb_column type=”4_4″][et_pb_text admin_label=”THE TEAM: COMBINED ACTION” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid” text_text_color=”#ffffff” custom_padding=”20px|20px|20px|20px” saved_tabs=”all”]<\/p>\n
THE TEAM: COMBINED ACTION<\/h2>\n
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It is increasingly common to find the \u201cconductor of the orchestra\u201d within the government organizations worldwide. This person prompts and supervises each action to forge a global vision for the country brand strategy. They must be independent from the current government management, and they tend to be responsible for the future vision of social development as well. Their role includes, to name a few responsibilities, advising the government, planning the budget for future projects<\/p>\n
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and making recommendations to boost social development. In other words, they supervise the country\u2019s functioning, but maintain the ability to \u201cstep away\u201d from the government\u2019s day-to-day activities to maintain a wider perspective, which helps them focus on a medium- and long-term development strategy. From there, it is key for the country\u2019s brand leader to respond to two questions each day: \u201cWhat do we want to be, as a country?\u201d and \u201cWhat kind of country are we today?”<\/p>\n
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“It is increasingly common to find the \u201cconductor of the orchestra\u201d within the government organizations worldwide'”<\/em><\/span><\/h2>\n
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A leader can seek, for example, to have their country considered as a host for the Olympic Games or World Cup, with all the elements involved in achieving that, such as showcasing its infrastructure capabilities, investments, culture, etc. Thus, it is this \u201cconductor\u201d who creates management opportunities for the country and drives this \u201cquality of life\u201d display by boosting diverse sectors, including tourism, infrastructure, health and education\u2014but to leverage these sectors for a country\u2019s brand, they must know how to manage them properly. Just as Joan Costa said in her article, Communications\u00a0<\/em><\/p>\n
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Management System for the Construction of a City or Country Brand (Sistema de gesti\u00f3n comunicacional para la construcci\u00f3n de una marca Ciudad o una Marca pa\u00eds)<\/em>,<\/p>\n
\u201cThe social environment is a force field\u2014a field of concurrent, favorable (or adverse) tensions that, first of all, must be identified and, following that, require the development and application of creative strategies and tactics; These must be sufficiently efficient to achieve the activity\u2019s goal.<\/a>\u201d<\/p>\n
This is the essence of a country brand leader\u2019s work.<\/p>\n
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However, this figure is only a manager, and powerful as they may be, they are just that. They should get to know and involve their citizens, coordinating efforts between various institutions and bodies to improve government management. This improvement should be communicated via a good PR team and reliable allies who seek to go beyond protecting and boosting the government\u2019s image, but rather spread the country brand on a national and international level to generate a virtuous cycle.<\/p>\n
To achieve this, numerous factors must come together. It is often complicated to unite them, but when they do line up, they create a great strategy for the country brand.<\/p>\n
Solid Government Plan<\/strong>. It is no longer enough to appear to be a great country\u2014first and foremost, you must be one.<\/p>\n
Connection between Country Objectives and Strategy<\/strong>. These must be linked to the country\u2019s existing strengths to boost those attributes. \u201cDo not try to reinvent the wheel.\u201d<\/p>\n
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Political Will<\/strong>. It is essential for company CEOs to forget their individual brands and political alliances, and act for the common good and seek what truly benefits citizens.<\/p>\n
Include all Key Actors<\/strong>. Alliances must be created between the country\u2019s opinion leaders, whether they live there or not.<\/p>\n
Work from Within<\/strong>. Involve people and citizens so they are proud of where they live; they are the country\u2019s face, and they will be the ones who reap the benefits of a successful strategy.<\/p>\n
Comprehensive Strategy<\/strong>. Do not involve only those responsible for tourism; this should be a 360-degree project that brings together society, companies, institutions and the government.<\/p>\n
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<\/h2>\n
TOURISM-PHOBIA<\/span><\/h2>\n
When there is no real link between the country\u2019s brand and its citizens, with a shared vocation and strategy; clear objectives; appointed leaders; a solid team; helpful resources; specific milestones and results; a thoughtful plan; and tangible, widespread benefits, a logo with a cheesy tag line could become a problem\u2014and even be rejected by the citizens themselves. This has been the case in various European countries, such as Italy, Greece, Holland, Spain and Portugal, and in the United States in the case of New York. Tourism-phobia is caused by a lack of citizen comprehension; if they only perceive the inconveniences of the strategy to attract tourists, but not the talent and investment it brings, the strategy will fail to foster integrated political and infrastructure development and support development, innovation and competitiveness. Citizens should be able to see the tangible benefits of tourism and, above all, feel like they are taking an active role in their country\u2019s brand.<\/p>\n
[\/et_pb_text][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Video_Turistas_OK.png” show_in_lightbox=”off” url_new_window=”on” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila”][et_pb_column type=”4_4″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/07\/ImagenCabecera_Authors.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=”Secci\u00f3n” fullwidth=”off” specialty=”off”][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fotos_Autores_ARTEAGA.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Juan Arteaga is General Manager of LLORENTE & CUENCA Mexico<\/strong>. Arteaga is a specialist in strategic reputational counsel, with 18 years of experience working with more than 100 clients and projects in Spain, Mexico and Latin America. He combines his professional work with his passions for innovation and teaching, collaborating on events such as the World Summit of Political Communication, the Mexican National Conference on Digital Marketing, the Mexican Government\u2019s SME Week, the Colombian National Conference of Young Entrepreneurs and the Mexican Campus Party, as well as with educational institutions such as the Universidad Panamericana, TEC de Monterrey, Universidad Iberoamericana and Universidad An\u00e1huac, among others. He holds a degree in Computer Science from the Universidad del Pa\u00eds Vasco and a postgraduate degree in Senior Management from the IPADE.<\/p>\n
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<\/a>\u00a0 jarteaga@llorenteycuenca.com<\/span><\/p>\n\u00a0\u00a0Juan Arteaga<\/span><\/a><\/p>\n @juanarteaga_<\/span><\/a><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Fila” make_fullwidth=”on” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on”][et_pb_column type=”1_3″][et_pb_image admin_label=”Imagen” src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2017\/09\/Fotos_Autores_ANEL.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”off” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] [\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″][et_pb_text admin_label=”Texto” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
Anel Hernandez is Manager at LLORENTE & CUENCA Mexico<\/strong>. Hernandez is a communications adviser with 11 years of professional experience working in diverse sectors, including tourism, food & beverage, retail and technology. Her journey into the tourist industry began in 2011 at the Instituto Brasileiro de Turismo (Embratur). She has also collaborated with the Mexican Tourism Promotion Board and led the press cabinet for Tianguis Tur\u00edstico M\u00e9xico in 2014 and 2015, and presented Mexico\u2019s latest campaign at FITUR 2014 in Buenos Aires, Argentina. She has also worked with major companies such as Alsea, Starbucks, Bimbo, Kellogg\u2019s, Kleenex, Smartmatic, Xiaomi and Maxcom, among others. She holds a degree in Communications Science from the faculty of Political and Social Sciences at UNAM and completed a diploma in Digital Journalism at the Instituto Tecnol\u00f3gico y de Estudios Superiores de Monterrey (ITESM).<\/p>\n
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