The challenge of getting insights for a country brand: The power of the innermost and predictable asset of Colombia

Pedro Fernández and Laura Catalina Gómez

ProColombia, the Colombian International Promotion Organisation, wanted to surpass the negative perception and misconceptions over the country's safety.

Introduction

A country impacted by armed conflict for more than 50 years needs constant fuel for its international brand campaign to surpass the negative perception of those who have not visited the country and build strong reasons to vanish misconceptions.

Those who work on the construction of an image/brand truly understand the effort and work that lie behind getting it right with your audience, and equally important it's the fact that any small error or negative comment will be enough to destroy what was built. Colombia has inherited 52 years of violence and merciless war derived from an internal conflict...

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