The Country Brand manages the concept of “Expanding our light”, based on the privileged location of the country that has 12 hours of light every day of the year, which affects its agricultural production and the warm temperament of its residents. The phrase that accompanies and complements the identity of the Country Brand is “Shine authentically.” Find out why Minister Olsen justifies the new Country Brand.
Through the Executive Order 299, the President Daniel Noboa declared the new Country Brand which, according to the official version, “will serve to position the Ecuador on a national and international scale and will promote cultural, socio-economic, sports and biodiversity identity, as well as promote investments, attract more tourists and strengthen Ecuadorian exports«.
The Country Brand manages the concept of “Expanding our light”, based on the privileged location of the country that has 12 hours of light every day of the year, which affects its agricultural production and the warm temperament of its residents.
The phrase that accompanies and complements the identity of the Country Brand is “Shine authentically”, which according to the Ministry of Tourism, connects the idea of light and its result in the way of being of Ecuadorians.
The development of the Country Brand was carried out in nine months and the Ministry assures that it is the result of a participatory and transparent process that included a public vote in which citizens chose the proposal, among three options.
He Minister of Tourism, Niels Olsenhighlighted that “the process to achieve the Country Brand has been long, but at the same time very important since it was generated in a technical way, totally free of biases and political flags, and with the firm intention that it remain in time. benefit of all Ecuadorians.”
The Strategic Trademark Commission must issue the Regulations for the use of the Country Brand within 30 days. While within a period of 90 days the Regulations for the Granting of Licenses must be in place.
of Non-Exclusive Use of the Country Brand, aimed at public and private institutions.
For more information about the new Country Brand, you can click on this link.
Why was a new Country Brand made?
During a recent interview with the Minister of Tourism, Niels Olsen, the background was explained and he defended himself against the criticism of the process of creating a new Country Brand.
Q What happened with the process to establish a new country brand? Why did so much controversy and criticism arise?
The country brand It was a contracting process that was launched in November 2022 and was awarded at the end of December. In addition, it was financed in three stages: market research, brand strategy and conceptualization or branding of the brand.
It must be taken into account that the country brand not only represents the attraction of tourists, but also the strengthening of our exports such as shrimp, bananas, roses, cocoa. Likewise, the attraction of high quality investments to our country is involved.
The stage that was most controversial, and where there were many comments on social networks, was the third related to the creation of the brand logo. The controversy is completely legitimate and I respect that.
Establishing the brand logo is just the tip of an iceberg. The country brand is a whole universe: the message, the context and not just the drawing that is the logo.
A couple of weeks ago the vote was launched on what the country brand logo should be. There is already a logo that won and the launch will be in the coming weeks within the framework of Fitur, where Ecuadorians and the international market will be able to see the new country brand embodied.
The creation of the country brand is one of those processes that, despite receiving a lot of resistance, has been completely transparent and technical.
It is a project that I must defend until the last moments because it has been created in a technical way.
From the Ministry of Tourism, what we did was be as demanding as possible. The contract was sought to be awarded to a supplier with experience working on country branding in other destinations such as Peru, Costa Rica, Australia, among others.
It was effectively possible to award a quality supplier and I can also guarantee that in At no time will Ecuador’s new country brand be politicized or contaminated by politics.
I have been rather cautious with the comments about the country brand because I do not want this process to be contaminated by politics.
Q Why is a new country brand created if a good part of the criticism pointed out that we already had one and it was not necessary?
An exercise was done. We asked many people what Ecuador’s country brand was. Most could clearly identify what the country brand of Peru was, but not the country brand of Ecuador.
It was identified that Ecuador’s country brand had a lot of resistance because it was highly politicized by one of the previous governments.
It was used even at political and campaign events. That is the main mistake to avoid when launching a country brand. (J.S.)
By: LA HORA newspaper
Interview with Niels Olsen, the Minister of Tourism of Ecuador
Time.news Editor: Good day, Minister Olsen. Thank you for joining us to discuss the newly launched Country Brand for Ecuador. The concept of “Expanding our light” is intriguing. Can you explain how this idea came to life and why it’s so significant for Ecuador?
Minister Niels Olsen: Thank you for having me. The concept of “Expanding our light” stems from our unique geographical advantage of having 12 hours of daylight year-round. This constant light not only enhances our agricultural production but also influences the warmth and hospitality of our people. The phrase “Shine authentically” encapsulates this essence—it’s about being true to ourselves while showcasing the vibrant culture and natural beauty of Ecuador to the world.
Time.news Editor: It sounds like a very inclusive approach. I understand that the development of the Country Brand involved a participatory process, including public voting. Can you elaborate on that?
Minister Olsen: Absolutely. The creation of the Country Brand took nine months, during which we prioritized transparency and public participation. We presented three different proposals, and the citizens of Ecuador had the opportunity to vote on the one that resonated the most with them. This was not just a top-down decision; it was about creating a brand that reflects the collective identity and aspirations of our people.
Time.news Editor: There has been some controversy surrounding the process, particularly regarding the stage of logo creation. What are your thoughts on the criticism, and how do you address concerns about transparency and bias?
Minister Olsen: I believe that criticism is a natural part of any process involving national identity. It shows that people care about what the brand represents. The logo itself is just a symbol—it represents a much larger strategy about how we position Ecuador on both national and international stages. I assure you that our approach has been technical and free from political agendas. We’re aiming to create a brand that stands the test of time for all Ecuadorians.
Time.news Editor: With the emphasis on promoting tourism, exports, and investments, what specific benefits do you anticipate from the rollout of the new Country Brand?
Minister Olsen: The potential benefits are immense. A strong Country Brand can attract more tourists, promote our rich biodiversity, and bolster our export markets—think shrimp, bananas, cocoa, and roses, for example. Additionally, it signals to international investors that Ecuador is open for quality investments. In a nutshell, we’re hoping this brand will act as a gateway to showcase our country’s strengths and attract a global audience.
Time.news Editor: That’s a compelling vision. As we look forward to the official launch of the brand at Fitur, what message do you hope to convey to both Ecuadorians and the international community?
Minister Olsen: I want to convey that Ecuador is a land of opportunities, rich not only in natural beauty but also in culture and warmth. Through this brand, we want to invite the world to experience Ecuador authentically and to discover the beauty of our people and our heritage. Together, we can shine authentically on the global stage.
Time.news Editor: Thank you, Minister Olsen. Your insights into the new Country Brand offer a brighter perspective on Ecuador’s potential. We look forward to seeing how this initiative unfolds!
Minister Olsen: Thank you for your interest and support. Together, let’s work to expand our light.