The design of an enduring brand: Mexico as a country brand

POR:

LEXIA Insights & Solutions

At LEXIA, we have over twenty years of experience helping our clients position themselves in their respective markets. But what happens when the client is a whole country and it is in our hands to be able to make our land and its people known? This was the case in 2005, when we participated in the design, creation and launch of the Mexico Brand.

Let's keep talking

The development of a country brand is linked to the need to generate a symbol that represents and makes distinguishable the intangible values of a nation, so as to create an identity that adds value to all products and services that are hosted under it, and at the same time, have the versatility to adapt to different competitive contexts within international markets: sales promotion, investment attraction, cultural and political influence. The result should synthesize the main values of a country and influence the perception not only of direct and real consumers but also of indirect and potential consumers.  

One of our main prides at LEXIA was to lead, orchestrate and land the Country Brand project. In the beginning, the idea was as ambitious as it was necessary: to articulate and give strategic sense to all the actions that sought to attract the benefits of globalization to Mexico and its people. Exports, establishment of companies, tourism, foreign direct investment, cultural and educational exchanges, international influence. 

The solidity of the work and its foundation in the pillars that distinguish the Mexican allowed this graphic identity to overcome three sexennial changes and the alternation PAN-PRI-MORENA. Which is no easy thing in the land of "clean slate."  

This project led by Guido Lara was fortunate to work shoulder to shoulder with Eduardo Calderon and his team of designers specializing in creating graphic identities of the firm MBLM, who throughout the process generated more than two hundred proposals until it was possible to decant the final version. The entire project was made possible thanks to the support and vision of Francisco Ortíz Ortíz who initiated the project in the Presidency of the Republic and culminated it in the Tourism Promotion Council of Mexico.

Brand Mexico

To condense the essence of the Mexican, we conducted a series of Expert Vision interviews with leading Mexican intellectuals, artists, scientists, entrepreneurs, publicists, financial analysts and other thought leaders to identify the strength of what makes us unique in the world.  

At the same time we held open and non-directive (Open Group ® ) group sessions with prominent members of the US, Chinese, Japanese, German, French, Brazilian and Spanish communities with the only requirement that they had lived more than two years in Mexico. Imagine how valuable it was to scrutinize our essential traits through the lenses of foreign personalities who had first-hand experienced "the national product" perceived in light of the filter of their own native culture.  

The result of these inquiries landed in a scheme of Brand Essence in which the traditional and modern elements of the Mexican coexisted. It is important to point out that it was easier to identify and characterize the elements of the Traditional than the Modern, the first clue that showed us the great challenge of balancing our pride in the past with our future aspirations.  

Brand essence scheme for Mexico Country Brand

BRAND ESSENCE 

  • The wide range of colors used expresses the diversity, richness, warmth and joy of Mexico. 
  • It offers an image that clearly narrates our millennial history, which begins in the pre-Hispanic past, runs through the viceroyalty stage and reaches contemporary Mexico. 
  • Illustrate our immense natural and cultural wealth 
  • Thanks to the typography used, it also creates a strong entity, proud of its taste for life and self-confident, with a gesture of modernity and personality by using the minuscule and accented e. 
  • The wide range of colors used expresses the diversity, richness, warmth and joy of Mexico. 
  • It offers an image that clearly narrates our millennial history, which begins in the pre-Hispanic past, runs through the viceroyalty stage and reaches contemporary Mexico. 
  • Illustrate our immense natural and cultural wealth 
  • Thanks to the typography used, it also creates a strong entity, proud of its taste for life and self-confident, with a gesture of modernity and personality by using the minuscule and accented e.

Description of the elements that compose the Country Brand Mexico

The new country brand was presented on September 6, 2005 at the Ex Convento de San Hipólito in Mexico City.  

Ex Convent of San Hipólito
Roberto Hernández, Mariana Diez, Emilio Azcárraga or Alejandro Soberón

During the event a recognition was made to the Brand Ambassadors, outstanding figures who with their work and trajectory have raised the name of Mexico: 

  • Popular arts: Guillermina Aguilar 
  • Architecture: Enrique Norten 
  • Science and Innovation: Mario Molina  
  • Gastronomy: Patricia Quintana 
  • Cinema: Alejandro G. Iñarritú 
  • Business Internationalization: Roberto González Barrera (Maseca Group) 
  • Media: Emilio Azcárraga Jean ((Televisa) 
  • Sport: Ana Gabriela Guevara and Lorena Ochoa 

All of them were interviewed by Dr. Guido Lara, to see the testimonies of the ambassadors click here.  

The rest, as they say, is history.  

A story that has not yet been written, Marca México continues to be the business card of our country before the whole world and has achieved an important penetration and positioning in the collective imaginary, both in Mexico and abroad. 

Today, almost fifteen years away, it is a case of success and study in schools and organizations in the field of advertising and marketing. And the insights that resulted from this process are an important reference in the observation and analysis that Mexicans make systematically in LEXIA Insights & Solutions, as is the case of the El Mexicano study. Portrait of a Wild Liberal, of which we published a second analysis in 2018. If you want to know more about this research, click here.  

MEXICO BRAND, A SUCCESS THAT LASTS. 

Lexia Insights & Solutions

OTHER CONTENT YOU MAY BE INTERESTED IN

MEXICO CITY

Félix Cuevas #6-602
Col. Tlacoquemécatl del Valle,
Del. Benito Juárez
Mexico
City MEXICO C.P.: 03200
Tel: 52 (55) 9150 5400
lexia@lexia.com.mx

WASHINGTON D.C.

7315 Wisconsin Avenue
Suite 400 West
Bethesda, MD 20814
contact@lexia.com.mx