THE CHALLENGE – Can a country be “branded”, and if so, how do you brand it to stand apart in the Latin American region, a region heavily associated with stereotypes? Costa Rica needed our help to achieve this.
THE METHODOLOGY – We felt it was vital to find a country brand positioning which not only appealed to tourists, international commerce and investors but also to the people of Costa Rica themselves. We collaborated with members of the Costa Rican tourist board and the Costa Rican Government in order to produce a Country Brand Positioning (represented by a Positioning Statement, a Brand World Collage, a Brand Spirit Concept and 2 Alternative Logos) which we felt stood Costa Rica apart from its neighbours and gave it a rich and unique identity. Individual Depth Interviews and ECGs® (Extended Creativity Groups) were then conducted across the globe with a very broad ranging sample.
THE OUTCOME – A distinct Country Brand Positioning that made Costa Ricans feel great pride in their country, that made foreign Investors want to do business with Costa Rica and that made tourists want to visit. Costa Rica became an “Essential” Country Brand.
Read the paper here!