“Branding” a new Empire: China “One Belt, One Road”


The vast economic growing of the last 2 decades was driving China maybe to nowhere. There was no plan, at least not a clear one that aligned a global vision with targets and actions.

Africa is a good example of the invasion of the Chinese industry in key infrastructures. An invasion in the full sense of the word, as it arrived almost in a sudden and with no other permission but that of the local establishment and without any transparency, surrounded by the shadow of corruption.

Hordes of Chinese workers have been the visible face of it for local populations in countries like Angola, some years before the “One Belt, One Road” (OBOR) plan was born.

The plan has reunited the Chinese intentions to become an empire again, its ambition to colonize economically. President Xi Ping knew how to create the escape valve to a overproduction that did not find its partner in internal consumption. The crisis or underdevelopment were cannon fodder for this Chinese aspiration. After years of investing billions of dollars to improve its image (i.e.Beijing Olympics), Chinese President Xi Jinping aligned aspirations and actions and created a Master Plan for a new type of colonialism that we cannot call branding, as it lacks the core of it.

Anyway, China is doing it its own way: there where a country needs infrastructures and has no money for them, they go and build, “leveraging their own capital to get involved in helping other countries to get wealthier so they can become customers of Chinese products”, as stated by Nick Marro, an analyst with the Economist Intelligence Unit (EIU).

The OBOR has had the ability and power to get 68 countries involved through one reason or another.  A new Silk Road, both terrestrial and maritime, configure this ambitious Chinese plan that has landed in many countries and that seeks to integrate China in far markets, from central Europe to Africa and Asia. A giant network of ports, infrastructures, companies, road, and key investments aiming to shape a new map under a Chinese crown.

The lack of transparency of the Chinese way of doing brings serious doubts to the consistency of this huge global action.

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Eterno


Recorro las imágenes de décadas de la historia común de los españoles, imágenes de la carrera de Ángel Nieto, y siento cómo yo, como cualquier compatriota que lo haga, se sumerge sin querer, pero queriendo no salir, en un Cuéntame. Un Cuéntame por lo común de lo vivido, por los años que atraviesa esa historia tan entrañable y reconocible.

De Zamora a una chabola en Vallecas. Reconozco que, aún siendo admiradora de siempre de Ángel Nieto, desconocía esa vida de pobreza material que le tocó, pero también reconozco que no esperaba una muy diferente de su relato de determinación, de esfuerzo y de constancia que ahora nos cuentan.

El motociclismo es, desde hace años, parte del ADN español. Lo es como es el fútbol; con menos impacto global, pero con una raigambre popular tan profunda como las propias raíces de nuestro deporte, de todo nuestro deporte, el que nos ha catapultado como marca.

Ángel Nieto fue el mejor en lo suyo, cuando lo suyo ni siquiera existía. No existía como lo entendemos ahora, con el eco de los medios y de las redes sociales. El motociclismo como deporte y como un día a día común a todos.

Las motos, como deporte y como habitualidad, son parte de nuestro sistema nervioso, de ese que compone pieza a pieza lo que finalmente llamamos Marca, Marca España.

“Yo no sé cómo aprendí a ir en moto”, escucho estos días a un Ángel Nieto grabado, en blanco y negro. Pero de Vallecas a Barcelona surgió como si fueran sólo uno, él y una moto, cualquiera, ya Derbi, ya Ducati… A los jóvenes de las redes sociales, a los que ni siquiera vieron ese mono de Ducados, esas motos imposibles de comprender hoy de 50 cc, de 125 cc… las victorias de Ángel Nieto como orgullosos podios de la marmota… tal vez Nieto les suene a la nada, a historias del siglo pasado que nada tienen que ver con ellos.

Somos, si embargo, millones los que nos sentimos parte de aquello, que no es otra cosa que parte de nuestra conciencia, nuestra marca común.

Into a Bonfire of the Vanities


For many, and strong reasons, communication is now more necessary than ever. The absolute lack of essential messages in the global society is driving us to a mortal emptiness. Mortal because it kills the nature of human being. Emptiness because we can surf the world and find nothing that leads us to any worthy place (understanding worthy as real and human).

I am sure I am not the only one that feels that we, the world, are wandering and wasting a precious time. Communication is life, as it is what links one to another. We should be aware of the huge potential we have now to boost those links. The World has suffered deep moments of crisis of all types, and it has overcome them without the tools we now have at our disposal.

Look at the World now. We are in the Global Village and we use it to destroy, disagree, disgust… The new means of Communication are misunderstood, managed by pseudo-leaders, driven by their own vanity. All this has thrown society into a devastating Bonfire of Vanities.

I used to write in a newspaper and I learned that the more you listen to your vanity, the less you serve the truth. Many, too many, people are convinced that Twitter, Instagram… is not a way, but The Place.

I am not entering the topic of the lack of real, personal, communication through the social networks. They are really incredible if they fulfill their role in our society, but vanity has infected them. And, remember, as vanity increases, truth decreases…

Truth understood as a real message: communication, debate, progress, and never a permanent battle for the power, be it the power 2.0 or any other.

World is struggling against vanities, and not taking the responsibility of this momentum. I feel we are immerse in a strong global revolution, comparable in consequences to the Industrial Revolution. This moment will change the World definitely, and we should say it is in our hands to take the right way. But it is not so clear that it is up to us, as we are no more us but a Babel Tower of vanities -at all means and levels- without a converging point.

We feel wars are far from us. We do not feel others´suffer as we should feel with all these instant and global communications means we now have. Social media make us to position ourselves in one side or its opposite. USA-Iraq-Siria-Daesh-Russia-Alepo-Refugees-Europe-Terrorism-Trump-Mexico-Venezuela-Riots… How many -and so different- phrases will us be able to compose with this chain?

Millions of compositions that showcase how messages, communication, are invaded by the vanities of anyone who takes part (fighting, telling, communicating…).

República Dominicana: cómo ser una marca diferente


Hemos trabajado durante meses en el análisis del potencial de República Dominicana en el ámbito de la Marca País. De entidades privadas en la península de Samaná a la promoción de una National Brand, todo busca el mismo objetivo: diferenciarse del resto del Caribe, mostrar su identidad singular, hacer de RD un lugar que atraiga por lo que realmente es. Cuna de la Historia en América, inicio de su cultura, memoria de unos lazos que perduran. Un país singular.

> Ir la artículo publicado por Marta Vallejo Arenaz en Diariolibre.com (principal medio del Caribe)

“It is independentism that hurts Spain´s Brand”

Aside


“The perception of Spain does not hurt that of Cataluña. It is the other way”. This is the conclusion of the last report of the Spain´s Brand Observatory, that monitors the Brand of Spain. This Observatory is a part of the Instituto Elcano, an official organism of the Spanish Government that takes care of anything around and into the Nation Brand.

Its Director, Javier Noya, stresses the fact: “It is independentism that hurts the Brand of the country“.

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Spain´s Brand is getting better and better in the foreign media. And, for the first time in 4 years, we can see positive articles about the country.

Full article in Diario ABC