Africa

Africa
Agencia:Network BBDO
Director Creativo:Julian Watt
Director de arte:Marion Bryan

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Guatemala o Guatemaya?

WHY GUATEMALA'S NEW TOURISM SLOGAN DOESN'T WORK

And Why the Country Should Think Bigger and Change Its Name

..."Most clients don’t have the money or the patience to make a category campaign successful. Having visited Guatemala, one of the poorest countries in Central America, many times, I can assure you that the country doesn’t have the resources to take a category idea and make it successful.

Soul of the Earth? Reverse the idea and what do you get? Soul of the Sky? Most reversals of category ideas don’t make any sense and it’s certainly so for Guatemala’s new brand essence...

...How do you solve the country confusion problem? You change the name of the country from Guatemala to Guatemaya.

Guatemaya would solve both problems. Guatemaya pre-empts the Maya position and it serves as a memory device to link the Mayas to the county which contains the most spectacular Maya artifacts. (It also solves a third problem. “Mala” is Spanish slang for “bad woman.”)...

...Soul of the Earth or Center of Maya Civilization? The two approaches to developing an advertising strategy...

You pays your money and you takes your choice"...

En este artículo Al Ries propone cambiar el nombre de Guatemala a Guatemaya, dandole el nombre del país el mismo nivel de importancia que el de un producto sujeto a los caprichos del marketing que piensa que el cambio de nombre es el cambio a todo lo que representa. Imagine el nombre que le pondría a Australia, Cangurolandia?

Lea el artículo completo aqui:

http://www.adage.com/news.cms?newsId=47959
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Y el Gran XXI es para....

Leo Burnett, con Caja
All Bran de Kelloggs

Best Rejected Advertising

Rumbo a los Premios XXI

Algunas piezas de Leo Burnett Guatemala

Companhia Athletica

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