Ethnography We proposed ethnographic research through interviews with potential investors and key people in related industries such as investment consultants, officials in charge of international and government relations, executives and entrepreneurs in environmental industries. We learned that Ecuador benefits from the perception that Latin America holds as the new place for sustainable investment – the green continent with sustainable products, talent and eco-system. However, we needed to address key barriers:

- Lack of information and low awareness of the country of Ecuador, its geographic, economic and intellectual characteristics
- Even lower awareness of their sustainable platform for foreign investment
- Uncertainty associated with the political and economic situation

Country branding for foreign investment
THE VISION:
To get Ecuador back "on the radar" in the foreign investors' agenda, we leveraged Ecuador's equities and took the brand from a niche positioning to a global movement: ethical economics.

ETHONOMICS:
This movement is being lead by entrepreneurs--and innovators within the world's biggest companies -- who are founding businesses that are good for the world as well as the bottom line. They are practicing social change through urban revitalization, sustainable agriculture, green IT, alternative energy and online community-powered investing. Any business that claims to be truly sustainable and innovative should be increasingly efficient with energy and natural resources, transparent and accountable, and good on balance for people and other living things. Ethonomics is a hybrid of technology, design, and social responsibility. (Fast Company 02, 2010)

Ecuador has the all the tools to lead this movement: the facts, the infrastructure, the laws, the incentives, the climate and geographic characteristics. Ecuador is the perfect ecosystem to lead the world to a more sustainable economy. To incite the movement we developed the following brand north and manifesto:

MANIFESTO:
Ecuador: El Eco-Centro del Mundo - The Eco-center of the world
This is not just a declaration of another natural reserve.
Or of a new eco-touristic destiny.

This is not about a revolution against the global system.
It's the next step in the evolution of human thinking.

It's about a whole country committed to persuading the world that it needs to
adopt ethonomics as the forefront of its global agenda.

This not another political manifesto from the past.
This is a road map for the society of the future.

This is not an inspiring campaign for a dream world
It's a down-to-earth idealistic initiative to make it a reality.

Ecuador
Eco-center of the world
It's the hub, the matrix, the headquarters, where biodiversity and science are
at hand to set paths for the evolution of a new worldwide ethonomic system.