A creative conversation between Des and Tina, Brandopia's mythical brand developers
DES: Evo Morales, the Bolivian leader, ate a coca leaf in front of delegates at a UN summit this week to underline his demand that the raw ingredient of the cocaine drug should be allowed for medicinal purposes.
TINA: A former coca farmer, President Morales brandished the leaf stating that the coca leaf was not cocaine and part and parcel of a culture.
DES: You may recall that a few months back in 2008, Red Bull, the energy drink company, launched its new cola drink touting its natural flavours were derived from the Coca leaf and the Kola nut.
TINA: A perfect opportunity to co-brand product with place - Red Bull Cola with Bolivia.
DES: Some of our place pioneering readers are probably wondering what all this has to do with Bolivia's country brand strategy?
TINA: Well, they simply need to re-visit our creative conversation: Bolivia - Coca Country or Cocaine Country?.
'Brand' the Marketect says:
"Co-branding a product with a place, is one of the most powerful brand building strategies available."
