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Sunday, October 21, 2012

What should we learn from Peru's country brand?

New Peru's brand in New York

Peruvian fast growing economy is a reality that is impossible to deny for international markets, after 20 hard years of terrorism and political problems, that almost destroyed the ssouth american country. The sense of being Peruvian needed new reasons to grow and express itself, after decades of some sort of lack self confidence.

Along with the economics growing, due to the fact of the metal high prices and free trade agreements signed with different countries, another phenomena was about to come out: Peruvian gastronomy. Average Peruvian started to have another thing that made him feel proud and confident.

The amazing citadel of Machu Picchu was chosen as one of the new seven wonders, and Peruvian people rediscovered its glorious past to share it with all people around the World.

In this context, Peruvian government took the decision of set-up the strategies to promote tourism, taking advance of our history, culture, biodiversity, traditions, gastronomy and many other aspects, but there was one thing left: country branding.

Although there were some previous identity logos that were used as some kind of country brands, a new branding architecture was incharged to FutureBrand, in order to apply the new marketing plan.

The project started in 2009 and the country brand itself was launched in 2011. Its first target was Peruvian people, who had to know and love its country brand as a mix of richness, opportunities, landscapes, and beautiful scenarios.

The logo itself is a clear reference to the Nazca lines, but according to FutureBrand it represents change and transformation, along with the concept that Peruvians are in search of their own path and interests.

What should we learn from Peru's country brand?

1.   A brand should based on reality
You can't build a brand without a base on reality. Peru's brand represents attributes that already exist, nothing is invented. So the brand should have credibility and coherence to be accepted by our main targets.

2.   Clear message
Peru's logo has a clear message for people around the world, easy to be understood. In the same way our corporate communications should apply the same principles:
Simplicity of language and concepts
No abstract concepts
Concrete action points for our main targets

3.   Working with opinion leaders
The Peruvian marketing campaign was based on local celebrities in order to motivate Peruvians to “buy” the brand. Since they behave as a opinion leaders, it was easy to “sell” the brand: they were called Peru's brand ambassadors.

4.  Internal communications is the first task
The internal audiences has to be the first to be identified by the brand. That's why Peru's brand was “sold”among Peruvians in 2011, and it was internationally launched in 2012. Without an internal work in terms of communications, you wont be able to build a brand and an effective reputation. Now, there is a emotional and inspirational connection between Peru's brand and Peruvians.

5.   After building identity, develop image and reputation
Identity among workers is based on a brand which is sold as a lovemark among them; in order to build image and reputation. In the same way, Peru's brand, with ist own identity is launched outside to improve its own reputation among its main targets: “There is a Peru for each one”.

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