Asunción, Agencia IP.- Colombian international country brand expert León Trujillo praised the energy and kindness of the Paraguayan people, highlighting their potential to be leveraged through marketing techniques to strengthen the country’s brand.
During an interview, the expert emphasized that the country brand is a State policy in Paraguay, which he considers ideal for its continued development. Trujillo participated in the program Tribuna broadcast by Paraguay TV.
«The brand is also embodied when we become carriers of a message. I take the brand with me if I pack Paraguayan cheese, rum, or cane liquor in my suitcase — that creates a narrative; I’m taking a piece of the country with me. Even energy can carry a message, considering Paraguay’s very low carbon footprint,» the expert stated.
He also highlighted that the country brand has a dual audience: exports and the domestic public. In Paraguay’s case, he celebrates that the country brand is becoming a state rather than a government policy, ensuring continuity and strengthening the work already begun.
The expert also mentioned the four key pillars encompassed by the country brand at its most holistic level: attracting direct investments, promoting exports, attracting international tourism, and promoting Paraguayan culture. He underscored the importance of public-private partnerships to drive these pillars forward.
«The country brand, in its most holistic and broad sense, includes four fronts that must be developed: attracting direct investment, promoting exports, attracting international tourism, and highlighting Paraguayan culture — including gastronomy, dance, and tangible elements that people can take home. But this must be a joint effort between the public and private sectors,» the Colombian expert concluded.
«What has surprised me most is the energy and kindness of the Paraguayan people — extraordinary, and that can be packaged with marketing techniques to sell abroad,» he added.
Trujillo, who is in Paraguay through Canadian cooperation, took part in the event week «Paraguay to the World: Positioning, Strategy, and Promotion,» organized by Rediex with support from the Canadian cooperation project «Expert Deployment Mechanism for Trade and Development (EDM).» During the event, the strategic pillars of the Paraguay Country Brand were presented to diplomatic representatives, international organizations, and business leaders, showcasing the country’s global potential.
The event was a success, marking an important step in positioning Paraguay as a country full of opportunities and ready to connect with the world.