Escuela Diplomatica / School of Diplomacy, Madrid
Each year at Spain's national School of Diplomacy a day is dedicated to Spain's country brand and branding awareness in general. Tim Simmons explained branding to them from a professional consultant's point of view. The objective was to sensitize the audience of departing diplomats about how brand can impact Spain's image and brand abroad. Using Spanish brands to help promote Spain and to help correct current perceptions about Spain in the rest of the world was the emphasis for year two.