Wall Street Journal
Colombia Wants the World to Recognize Its Passion
Oct 27 -- Latin American nation trots out a new slogan, seeking to rehabilitate its brand after years of violence and corruption.
27 de octubre de 2008
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In 1996, when a Colombian government official first approached marketing consultant David Lightle about a campaign to improve the nation's image, Mr. Lightle looked around Bogota and told him the truth: "Don't waste your money," he recalls saying.
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