What does it take to create a compelling country brand?

In a recent interview with El País Uruguay, our Managing Director for FutureBrand Hispanic America, Gustavo Koniszczer, shares his perspective on the evolution of place brands and the strategic role they play in shaping perceptions around the world.

Drawing on experience shaping some of Latin America's most recognised country brands, including 𝗣𝗲𝗿𝘂, 𝗖𝗼𝘀𝘁𝗮 𝗥𝗶𝗰𝗮 and 𝗘𝗰𝘂𝗮𝗱𝗼𝗿 and, most recently, 𝗣𝗮𝗻𝗮𝗺𝗮́, Gustavo explores what it takes to capture a nation's complexity and bring together its tourism, investment, trade and cultural ambitions within a coherent and enduring brand.

Read the full interview here.