This fascinating article talks about how Colombia wants the world to recognize its passion. And it is not indicative of just Columbia (check out the Embassy of Colombia). A growing number of countries are using branding strategies to set themselves apart in the global marketplace.
No matter what you are passionate about -- whether it's a country, a service or a product -- don't forget to highlight its advantages.
And by the way, Columbia's new branding strategy is: Columbia is Passion.