Co-founder and CEO of TOTEM Branding, Andy Stalman is considered one of the world's leading branding experts. Born in Argentina and based in Spain, he has more than three decades of experience advising brands on five continents. He arrives at the Encuentro Imagen de Chile to inspire about the power of emotional connection in the international projection of a country.
What does it mean to you to participate in the Meeting Image of Chile 2025? What motivated you to join this conversation on country branding?
Participating in the Image of Chile 2025 Meeting is, above all, an honor and an enormous responsibility. Chile is not only a country with an impressive geography and vibrant culture, it is also a living brand under permanent construction. I am excited because I firmly believe that country brands have the power to unite, project shared values and build bridges with the world.
What do you know about Chile, and is there anything about its cultural identity, geography or history that particularly strikes you?
Chile is a country I deeply admire: its natural diversity - with deserts, fjords, glaciers and mountain ranges - and its human richness, with a complex and vibrant identity. I am impressed by how, despite a demanding geography, it has managed to project itself to the world with character, ingenuity and creativity.
In your opinion, what place does emotionality have in the construction of a country brand like Chile?
Emotionality is not a complement in building a country brand: it is the heart. In a world where all countries compete for investment, tourism, talent and reputation, decisions are not only made with the head, but also with the heart. A country brand that manages to move us is a brand that we remember, that we share, that we defend. Chile not only has everything to be a great country brand. It already is. The challenge is to enhance its narrative from what makes it authentic, coherent, attractive and extraordinary.
Andy Stalman will be part of the VII Encuentro Imagen de Chile, to be held at the Gabriela Mistral Cultural Center on August 26.
Registrations open at encuentroimagendechile.cl
