Entered by Bloom Consulting

In the evolving world of nation branding, countries are being increasingly challenged to navigate very complex landscapes. The problem is no longer “just” understanding current perceptions and trends but harnessing and interpreting very large amounts of data to anticipate the future and build brands that are resilient and future-proof. We should now be able to foresee the future, the new trends, predict change and swiftly adapt our nation brands to it.

In Costa Rica, despite the country being well known for its leadership in sustainability, it became clear that merely continuing along this path would not be enough. Sustainability, once a competitive advantage, had become a commodity concept.