A panel on the country branding process in the Dominican Republic gave insights into the next steps taken for the national development strategy tool.
The country brand — Dominican Republic, Republic of Republics, the Republic of the World – was launched on 20 October 2020. The logo and the slogan were announced during a mega event televised nationwide. President Luis Abinader himself presented the country brand and motivated everyone to join the country branding process.
But, shortly after, evidence of possible plagiarizing of the logo went public. The government was prompt to respond, stressing the importance of the country brand strategy, what the country has to gain, and calling students and recent graduates to come forward and create a new logo. The competition details will be announced on Thursday, 5 November 2020. The contest is open to students and recent graduates.
It is unclear whether the logo needs to accompany the slogan and the ownership of the word “republic” and whether the new creators can start from scratch.
During the panel, Ligia Bonetti, the country brand’s private sector leader (Comite Multisectorial Marca Pais), introduced Gisele Sangiovanni, one of the best Dominican professionals in branding. Sangiovanni was chosen to be the leader of the new country branding contest. The panel of experts will act as jurors and mentors in the contest. During the event on Monday morning, the experts shared key insights into what the country branding process means for the country. The experts are Stella Leon Fernandez (Engafge), Lil Esteva (Induveca), Keith Thomas (Grupo República), Nonora Elmudesi (Ogilvy), Silvia Molina (Factoria de Ideas) and Mario Dávalos (Capital DGB) and Lara Guerrero (MG Public Relations).
Sangiovanni said that the Dominican Republic is a land full of talented people. She said the contest wants the branding to reflect who Dominicans are, who we want to be and project our image in the country and abroad.
“We seek fresh ideas to distance ourselves from stereotypes and to redefine teamwork,” she said explaining why the country brand leadership team chose to reach out to young people and not hire a team of known professionals. “Our young people are our present and future,” she said.
Like herself, a team of Dominican professionals with many years of experience and branding successes behind them, will serve as mentors to the young creators. “We are taking this new path towards the country brand with care, with a commitment to quality that this initiative deserves,” said Sangiovanni.
Pro Dominicana (CEI-RD) is the government agency that has lead the process so far. Its new director, Biviana Riveiro posed questions to the panelists so these could share insights into what the country branding is all about with the general public.
Stella Leon of Engage highlighted the importance of country branding as a development strategy and a way to build trust.
Keith Thomas of Grupo Republica spoke of the “cultural-commercial relationship” that is bred through branding.
Lil Esteva, vice president of Induveca, spoke about how a country brand gives structure and is the country’s voice both for Dominicans in the country and people abroad. “It is a structure for future growth,” she said.
Nonora Elmudesi of Ogilvy Dominicana stressed the country brand is not about promoting the country. “It is a development strategy.” She said it is a way to build trust in the country. “So that Dominicans do not want to leave, and foreigners want to come live and work here,” she said. “It is not a luxury; it is a need,” she stressed.
Lara Guerrero of MG Public Relations highlighted the importance of the country branding as a competitive tool in today’s world.
Mario Davalos of Capital DGB stressed the country brand defines who we are, who we are not, and who we want to become. He said country branding is different from tourism promotion because it has to transcend the stereotypes. He said it has to build on the natural beauty and cultural attributes the country is already known for. “We need to redefine our culture, focus on the behaviors that make us Dominicans,” he said.
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2 November 2020