Branding guru Wally Olins, Chairman and Co-founder of Saffron Brand Consultants, talks about Spain’s nation brand and nation branding in a globalized world at IE School of Communication.
Olins discusses Spain’s international brand identity as the nation is currently known for its economic difficulty. Overall, he is very optimistic about the prospects of Spain’s nation brand. According to Olins, considering Spain’s significant achievements in the past, personality, and a clear sense of direction as a nation, Spain’s situation is not as disastrous as many people think.
I second his optimistic view. When a person goes through an economic difficulty mostly due to any uncontrollable factor, it is not the trouble that affects people’s perceptions of that person in a profound way, but how the person responds to the crisis. Same goes with nations. It is the government’s, citizens’, and corporations’ actions during the struggle that are presented to the world. Take South Korea for example. When the nation faced IMF financial crisis back in 1998, there was a public campaign where numerous Koreans sacrificed their gold, including housewives who gave up wedding rings, and athletes, gold medals. In the first two days of the campaign, ten tons of gold were collected. Now, Koreans are known for their spirit of self-sacrifice and strong willingness to work together to face difficulties. South Korea has become a model nation for many countries during the global recession.
As demonstrated by many of Spain’s achievements that made the nation an admired, influential figure in many different fields over the past couple of decades, Spain is a passionate nation. It will take some time, but there is no reason why Spain will not be able to recover from the crisis. I would even say that Spain will eventually be able to add persistence and trustworthiness to their identity in the near future.