The Value of “Authenticity” in “Glocal” Strategic Communication: The New Juan Valdez Campaign

Abstract

This case study describes the use of a glocal communication strategy to unveil a new Colombian coffee ambassador, Juan Valdez. The strategy is based on nation building and global branding, utilizing the influence of authenticity as a novel communication model. The purpose of the study is to underscore the dual-prong strategic communication campaign used to boost morale among Colombian coffee growers and solidify the coffee culture domestically, while simultaneously revitalizing Colombia's leading national brand externally in the global market. This study uses a case study methodology, including in-depth interview and text analysis. The examination of this unique phenomenon requires a multidisciplinary perspective: brand authenticity, nation building, country of origin effect, and global brand building. Authenticity is at the core, which appears to make the character as well as the glocal strategies effective. This case and its theoretical framework provide evidence of the interdependence of the domestic and global marketspace.

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