By Rossana Dresdner, executive director of Imagen de Chile:
"We need not only to work together to build our country brand, but also to align the messages we want to transmit abroad". With these words, the Undersecretary of Foreign Affairs, Gloria de La Fuente, opened the Annual Meeting of the Fundación Imagen de Chile on March 30. An event that this year had special relevance, because it not only highlighted the work of the more than 1,300 companies that work with the Chile Brand, but also opened, in a formal and public way, a new way to build our image to the world: in a transversal and collective way.
We are living in a moment of global and national inflection, with enormous economic and social challenges, in a context of questioning of the democratic system as a form of coexistence in societies and among countries.
In this context, Chile is committed to a sustainable model, in economic, human and environmental terms. This is not a minor challenge, but the country has assumed it as it has assumed all the challenges in its history: with resilience and creativity, making use of the variety and magnitude of our resources and talents.
In this complex global scenario, Chile perseveres in being a reliable partner that can offer certainties and has the capacity to look to the future with audacity and hope, building innovative solutions that go beyond our own borders.
At Imagen de Chile, we believe it is time to make this our main brand attribute. And not only show it to the world but also contribute with that capacity to the construction of a better world.
Our identity, historically marked by the territory - seismic and erupting - is based on an adaptive understanding of the good and the bad, on being quick to solutions, resilient, resistant and persevering, and on learning from mistakes. We are serious but flexible, unruffled but bold.
It is said that country brands must be elastic in order to be able to respond to new challenges. And that is precisely one of the characteristics of Chileans: the ability to adapt and invent new solutions to new challenges. A comparative advantage in a world that needs new answers, creativity, innovation, confidence and commitment to the future.
Our story must also be honest and credible, and be reflected in collective views, concrete actions and work commitments. A narrative born of joint work and with the capacity to represent our diversity. A narrative consistent with our foreign policy of multilateral cooperation, protection of the environment and human rights, and promotion of Chile's economic interests.
At Fundación Imagen de Chile we are working around three main axes for this country story, which we believe reflect our history, our present challenges and what we dream of building in the future.
The first is sustainability, which encompasses investment with a green outlook, policies for the conservation and protection of natural resources, capacity for innovation and the creation of solutions with national contributions in the scientific and technological areas.
The second is linked to democracy, which allows us to situate the moment we are living as a country, with a constituent process, the commemoration of the 50th anniversary of the coup d'état, and the commitment to deepen the rights of citizens. It also allows us to defend the democratic system as the only one possible for the societies of today and the future, at a time when this is being questioned in some latitudes.
The third axis has to do with cultural diversity . We are children of migration processes, from our origins to the present, of miscegenation that constitute our identity and mold our way of being from diverse styles and influences.
Chile is looking for answers to today's big questions: the challenge of sustainability, a better democracy and more diverse and integrated societies. From this corner of the planet, we have to speak to the world with one voice and build our future together, in order to contribute to building the future of the planet.
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