Every country is a brand. If you want to buy cameras you are probably looking at Japan or Germany;  if you have an interest in silk or denim, you may look for French or Italian goods.  

But when we talk about Mexico, what does our national brand stand for?  What is our global reputation? Is our vast biocultural heritage being promoted or are we just being reduced to tequila, tourism and avocados?  

Beyond some ontological drama, is our brand strengthening the overall economy and promoting social equality or is it just making money for a few very visible entities?

I know these are extremely loaded questions but somehow we found a way to make a multitude of jokes around them. Please welcome to the podcast  José López Ganem and his infinite set of academic parables.