By Víctor Palma Palomera, Director of Strategic Alliances at Marca Chile
In a world where countries compete to attract investment, talent, and attention, country brands have evolved from mere promotional tools into strategic assets. It is no longer just about how a country presents itself, but about how it builds trust, articulates a shared vision, and consistently projects its identity on the global stage.
In that context, participating in the Pre-Forum of the Ibero-American Council of Country Brands in Costa Rica 2026 was, for Marca Chile, much more than just a technical exchange. It was an opportunity to share lessons learned, strengthen regional cooperation, and continue to highlight the value of the country brand as a tool for international outreach. But above all, it was an invitation to something deeper: to reconnect with one another.
First, we must come together around the common challenges facing our countries in an increasingly demanding global landscape. And we must also be united by the conviction that country brands are not built on individualism, but rather on collaboration, exchange, and the ability to see ourselves in one another.
During the event, Marca Chile presented our new international campaign,“You Will See,” which was recently launched in Madrid. More than just a marketing piece, this campaign aims to make a promise: that of a country revealed through experience, discovered through its diversity, and showcasing to the world its capacity for innovation, its talent, and its commitment to sustainable development.
However, campaigns alone do not build a country brand. It is the people, institutions, and regions that bring it to life. That is why one of the key focuses of our participation was to share the experience of the Made by Chileans program, a licensing model that has opened the brand to thousands of companies and institutions, transforming it into a collective project.
This type of initiative reflects a paradigm shift in place branding. The most successful country brands are no longer simply those that communicate most effectively, but rather those that manage to mobilize their stakeholders, foster a sense of belonging, and build a shared vision of the future.
In that sense, the value of the CIMAP Pre-Forum lay not only in its content, but also in the space it created for dialogue and regional collaboration. Because in an interdependent global landscape, country brands do not grow stronger in isolation: they thrive when they share lessons learned, align their perspectives, and are able to see themselves reflected in one another.
Because promoting a country isn't just about showcasing it to the world. It's about crafting a narrative that brings people together, fosters pride, and transforms identity into a vision for the future.
And in times when everything seems to be moving faster and faster, perhaps what truly matters remains the same: coming together to build, not only the image of the country we want to project… but also the country we want to be.
