Chile
We undertook a branding challenge with the program we created for the government of Chile and all Chilean products. This project involved taking and choosing the best products from Chile and re-branding them in the US market to gain acceptance and exclusivity in order to be seen as a premium entity and to be priced accordingly. We had to analyze hundreds of potential products to understand which were the correct products to penetrate the US market. Through this effort, Chilean products have become exclusive, gained a higher price point, and have become extremely profitable. These products had to compete with existing US companies that had entrenched product lines and loyal customers. To gain the niche for these Chilean products and expand upon it took great creativity and understanding of how to manipulate those sectors of our economy. Here, we had to reeducate the US consumer to understand and see these products in a different light and with a different regard. We used the media to educate people on the qualities and foundation of these Chilean products. Through this reeducation, marketing, and branding, we shifted the perception of Chilean products and created many profitable product lines in the US. Before our efforts, these Chilean companies had tried to infiltrate the US market, but were unsuccessful.