‘Mining’ for lessons from Chile

Saturday, 16 October 2010 00:15 - - {{hitsCtrl.values.hits}}

In an era when thousands die without much of a media fuss, it is intriguing how the fate of 33 poor Chilean miners (alive though!) has turned into a global media story.While certainly sympathising with the humanitarian aspects of the incident, it has definitely attracted disproportionate media attention (compared to the challenges the world faces today).

Nevertheless, ‘Brand Chile’ has made the most of this tragedy to show the world its true brand values, such as leadership, unity and value for human life. For a brand that was once associated with a brutal dictator, it is amazing how the world now admires Chile, not with sympathy, but with admiration for the way in which it has managed the tragedy. Like with any brand, the key is sustainability of living the brand values!