Robert Govers

Robert Govers is a renowned expert in place branding and reputation strategy. As Senior Partner at Anholt & Co., he has advised governments and institutions worldwide on building meaningful, values-driven national brands. Robert is the author of several influential books, including Imaginative Communities, and has contributed to global discussions on how places can shape their identities to foster sustainable development and international engagement.
 

Rossana Dresdner
Rossana Dresdner is a former Executive Director of Marca Chile, the organization responsible for promoting Chile’s image abroad. Under her leadership, the foundation has implemented innovative strategies to showcase Chile’s commitment to sustainability, innovation, and cultural richness. Rossana's work focuses on aligning the country's international narrative with its core values, aiming to strengthen Chile's global presence and attract diverse opportunities.​

Their talk will be using Chile as a case study, where they explores how strategic, long-term place branding can reshape a nation's international image. Chile’s “Marca Chile” initiative has evolved beyond logos and slogans to become a unifying narrative built on collaboration across public and private sectors. With rising visibility in the Nation Brands Index, Chile shows how storytelling, shared values, and regional identity can attract investment, tourism, and talent—while fostering national pride. The talk highlights lessons in building trust, coordinating diverse actors, and strengthening a country’s presence on the global stage.