Guatemala Is A Country, Not A Throw Away Brand Name
Just because the United States of America has a few perception problems in other parts of the world, doesn't mean the country should go and change it's name to something that exudes a friendlier perception. Just because everyone refers to Australia and "down under" doesn't mean the country should adopt that name. Just because Iraq caught some crap from the rest of the world, the country isn't running out to change it's name so we all think differently about it.
A county's name is steeped in history and isn't something to be toyed with like a brand name but that's what Al Ries would have us believe. Because Guatemala seems to be suffering some perception problems among the rest of the world's populace who don't realize it's the center of Mayan culture as opposed to Belize, El Salvador and Mexico's Yucatan Peninsula who've co-opted the culture, Ries, aside from disliking the country's new slogan, "Soul of the Earth," thinks the country should change its name to Guatamaya. Yea, you heard that right, Guatemaya. That's like calling Australia Kangaroo. Or Brazil Bootyville.
Perhaps viewing Guatemala as some sort of helpless third world country that has no pride and doesn't care what it's called by pompous marketing blowhards in America, Ries would have us believe the name of a country is on the same level of importance as a product name and subject to the whim of fickle marketers who think a product name is the solution to all ills. While we're sure Guatelama and its citizens would love to increase its tourism business, Ries' suggestion does nothing but reinforce the world's view of American as a country with a serious superiority complex.