According to this article in Ad Age, branding guru, Al Ries, wants Guatemala to change its name to Guatemaya.
Guatemala is a country rich in heritage. It was the cultural center of the Mayas, the most advanced civilization in all of North and South America. Even today, 43 percent of Guatemala’s population of 14 million people are of Maya descent. Many still speak dialects of the Maya language.
With mountain ranges as high as 10,000 feet and a culture seemingly unchanged for 500 years, Guatemala is a tourist paradise. Scattered throughout Guatemala are hundreds of spectacular Maya ruins. Cities, temples, houses, playing fields. The relics of a glorious past. More spectacular than the Pyramids of Egypt or the Taj Mahal of India, and built for the living rather than the dead.
It makes sense, on paper. But we’re talking about a nation here, not a brand.
I think Al should change his name to: Al Rieson. Cause he can give you a reason for just about anything from the 1950’s school of branding.
if Al has his way I’m buying stock in map and globe makers
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The name of a country, an actor or a product from a marketing viewpoint is the same thing. The purpose of a marketer is to SELL more stuff, whether it’s money or people’s willing to support something. I don’t know Al’s reasoning to get to Guatemaya but it’s perfectly valid to propose a change of name, even a country’s.
Yeah I think changing the name is a little over the top. Though I’m really interested in the heritage and the history, you should check out this video I just found. It’s incredible: http://travelistic.com/video/show/327