During my recent trip to Guatemala, we did a lot of driving through both cities and the vast countryside to get to various locations for our daily medical and dental clinics. Through all the time I spent gazing out the window during these drives, I could not help but notice the vast marketing campaigns for two Guatemalan phone companies. These companies are Tigo and Claro. I can guarantee that no matter what Spanish language capabilities one has, they would remember seeing these signs after a trip to Guatemala. They are extremely noticeable and line the streets and the store fronts of both urban and rural communities alike! Some ads are painted on expansive walls while others are posted outside multiple store fronts. Nearly every store or food shop has one of these signs. Some of these ads are simple and just say the brand name. This capitalizes on the fact that these brands are so well known in Guatemala that no explanation of their benefits is needed. Other ads use witty phrases such as "Todo quiere hablar CONTIGO," meaning everyone wants to talk with you. All of the ads, whether they just included the brand name or a witty phrase, looked very similar and used the same colors. After I started to pay attention to the vast numbers of these signs, counting them as we drove by was almost comical. This two companies and their marketing campaigns resonated with me because I have never seen such a visible and expansive marketing campaign that is so apparent and dominant in a region.
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