How long does it take to summarize two hundred years of a nation’s history? Ans: Exactly 181 seconds! This is the way Argentina is celebrating its bicentennial. The story of the nation is being told through a 181-second story of the county’s most loved and strongest brands. With the help of each brand, a tale is woven around the growth and development of the nation and the brand – for these brands are no ordinary brands; their makers didn’t just believe in earning profits but in earning pride for their nation. One 181-second story is on Quilmes beer. It traces the history of how the brewery was set up, which slowly changed the fortunes and lifestyles of the people of that area. As the nation prospered, so did Quilmes. When T.V. came to the country, Quilmes became the first advertiser. Then one day, Quilmes picked up its local soccer team, backed it with sponsorship, enthusiastically supported it through the years, while the team went ahead and started playing for the nation and one day got Argentinaits fi rst World Cup.
30 such local brands are being showcased to celebrate Argentina’s 200 years. This goes on to show that brands are today symbols of our society and brand builders are even society builders. Brands have a symbolic power and some of them have so deeply ingrained themselves into our culture, that they even give consumers a way to identify themselves – I am who I am partly because of the brands I use.