6 brand attributes of ForwardFast applied to “Pura Vida”

Today’s blog was submitted by Melanie Stinson, our director of Brand Engagement.

I recently traveled to Costa Rica for a week-long adventure and wedding celebration.

Whether I was ziplining through the treetops, horseback riding on the cobblestone paths to the volcanic mud hotsprings, snorkeling with pufferfish, or drinking an Imperial at the swim-up bar, ticos always exclaimed, “Pura Vida!!!”

Pura vida literally means "pure life," but the meaning is closer to "full of life," "purified life," "this is living!" "going great," or "cool!" It’s used as a greeting, as a word of farewell, to express satisfaction, or to politely express indifference when describing something.

Some foreigners view the phrase as an expression of a leisurely lifestyle, of disregard for time, and of wanton friendliness. Let me show you how flexible it is by applying the 6 attributes of the Stinson ForwardFast branding model:

• Likeability – All residents have embraced this philosophy and are a very friendly people. The phrase is also easy and fun to say no matter what your first language is.
• Logo – Pura Vida is stylized and printed on most every surface and product in Costa Rica. There are no graphic standards.
• Quality Offering – Whatever you want to do, Pura Vida; make it happen.
• Attitude – Pura Vida is a lifestyle and attitude that everyone, while in Costa Rica, adopts. It’s like a secret club, or a legend.
• Associations – Pura Vida is a Costa Rican phrase; Jamaica has “Irie.”
• Quality Experience – Pura Vida draws you so close that many tourists don’t go home after visiting for a week.

However, Costa Ricans use the phrase to express a philosophy of strong community, perseverance, resilience in overcoming difficulties with good spirits, enjoying life slowly, and celebrating good fortune of magnitudes small and large alike.

Thinking about your own surroundings, what one phrase describes the philosophy and experience of your village, city, or country?