OUR STORY
It all began late 2019 with three professors from two universities and a single objective. Diana, Loni, and Silvia felt the need to write a book showcasing the positive side of Mexican brands. They shared a loved for Mexico and concern about the country’s image and reputation. Bombarded daily by depressing news about the political situation, crime, and economy, they felt that Mexico could use more sources of national pride. Diana and Loni, marketing professors that the Anahuac University, both had significant corporate experience working with brands. Silvia, a full professor with the IPADE, recently had published case studies and academic papers about Mexican brands. Between the three of them, they could think of dozens of admirable examples.
As busy professionals with dramatically different schedules, they found it was nearly impossible for the three of them to meet for any significant length of time, so they cleared their agendas, packed their bags an escaped to Tequisquiapan for a few days to map out a plan and begin their research. As they began the research for their book, they soon realized that some of these brands were so noteworthy that they had achieved significant international recognition. They believed that this sub-set of successful Mexican brands contributed positively to Mexico’s reputation abroad. All three were familiar with the concepts of country brands, brand value, brand influence and purpose-led brands. They knew that strong country brands can inject value into products and services from that country, but the more they researched, the more they came to believe that the opposite is also true. Brands can use their strength to positively influence a country´s image. They coined a phrase for these brands, Ambassador Brands, and decided that these unique brands had to be the subject of their book.
​
In a question of days, what started out as an idea for a book blossomed into an entire project with a mission to inspire Mexican brands to use their influence to improve the country’s reputation.
When the Covid-19 crisis hit, it served only to intensify the importance of their reason-to-be. The first stage of the project was to form a distinguished panel to identify and rank Ambassador Brands for Mexico. The second stage of the project is to publish and circulate an annual report to recognize these brands for their positive contribution to Mexico’s reputation. The third and final stage of the project will be their annual book providing full reports on a selection of the winning brands.
OUR MISSION
Our mission is to encourage brands to use their strength to help strengthen the image of their country of origin.