Rebranding Colombia

10/27/2008 | Wall Street Journal (free content), The

Colombia's national marketing logo and slogan, "Colombia is Passion," has been licensed by nearly 250 marketers, and appears on everything from airplanes to cycling jerseys. The campaign is an effort to stoke interest in Colombian products and change the perception that the country is still in the throes of civil war.

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Wall Street Journal (free content), The

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