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Mission for finland 310311

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A presentation on deep branding, the Finland's country brand and on how Finland's brand is based on the commons of the Finnish society. Presentation given in a conference by the Nordic council of …

A presentation on deep branding, the Finland's country brand and on how Finland's brand is based on the commons of the Finnish society. Presentation given in a conference by the Nordic council of ministers

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  • 1. ”Mission of Finland” – ”Lärdomar för Norden?” Institutionsseminarium 31. March 2011Demos HelsinkiAleksi Neuvonen
  • 2. MISSION FOR FINLAND !How Finland will solve the world’s most wicked problems CONSIDER IT SOLVED! Country Brand Report 25.11.10.
  • 3. COUNTRYBRANDINGCOULD BE...
  • 4. COUNTRYBRANDINGCOULD BE...
  • 5. MISSION FOR FINLAND !How Finland will solve the world’s most wicked problems CONSIDER IT SOLVED! Country Brand Report 25.11.10.
  • 6. Globalized culture,open markets MISSION– where arewe standing? FOR FINLAND ! How Finland will solve the world’s most wicked problems CONSIDER IT SOLVED! Country Brand Report 25.11.10.
  • 7. Globalized culture, open markets MISSION – where are we standing? FOR FINLAND What are thethings that give us hard times in the future? ! How Finland will solve the world’s most wicked problems CONSIDER IT SOLVED! Country Brand Report 25.11.10.
  • 8. Globalized culture, In what are open markets MISSION we good at, – where are are our we standing? assets resilient? FOR FINLAND What are thethings that give us hard times in the future? ! How Finland will solve the world’s most wicked problems CONSIDER IT SOLVED! Country Brand Report 25.11.10.
  • 9. Globalized culture, In what are open markets MISSION we good at, – where are are our we standing? assets resilient? FOR FINLAND What are thethings that give us hard times What the others in the future? think of us? ! Do they grasp How Finland will solve the world’s most wicked problems CONSIDER IT SOLVED! our greatness? Country Brand Report 25.11.10.
  • 10. MISSION Strengths FOR FINLAND Megatrends Tasks !How Finland will solve the world’s most wicked problems CONSIDER IT SOLVED! Country Brand Report 25.11.10.
  • 11. h STRENGTHS
  • 12. h STRENGTHS FINLAND GIVES YOU A LESSON
  • 13. h DRINK FINLAND STRENGTHS FINLAND GIVES YOU A LESSON
  • 14. h DRINK FINLAND STRENGTHS FINLAND GIVES YOU A LESSON FINLAND – IT WORKS
  • 15. h TRENDS
  • 16. h Global population growth Depleation of natural resources Climate change Urbanisation Cleantech From force to information and expertise Science-based decisions Inflation of manufacturing Water crisis Ever-changing markets Demand for everyday green Open labour markets Experiencing nature Continuous learning TRENDS Technology driven by wicked problems Services Loosening of family ties Emancipation through education Open information = open education Proficiency in teaching Armies of the idle Equal rights to education Increasing equality Collaboration skills Rights of the individual Consumption driven leisure time Capability to re-learn Amateur enthusiasts Quality of life attracts talent Experience economy Dismantling hierarchical systems Science and Technology driven change Flexible and adaptable competencies Governance of technology Search for meanings User-focused design
  • 17. h TASKS
  • 18. h
  • 19. A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...
  • 20. A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS
  • 21. A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY WITH
  • 22. A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY WITH‣CASTING AN UTOPIA OF BETTER FUTURE
  • 23. A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY WITH‣CASTING AN UTOPIA OF BETTER FUTURE‣BUILDING A PROGRAMME TO MEET THE GRAND CHALLENGES
  • 24. A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY WITH‣CASTING AN UTOPIA OF BETTER FUTURE‣BUILDING A PROGRAMME TO MEET THE GRAND CHALLENGES‣FOSTERING THE EXISTING, RESILIENT STRENGTHS
  • 25. A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY WITH‣CASTING AN UTOPIA OF BETTER FUTURE‣BUILDING A PROGRAMME TO MEET THE GRAND CHALLENGES‣FOSTERING THE EXISTING, RESILIENT STRENGTHS
  • 26. WHAT IS THE SOURCE OF THESTRENGTHS ?
  • 27. ”The commons is terminology referring to resources that arecollectively owned or shared between or among populations.”
  • 28. Education
  • 29. Educationis not only about high quality public schools; it is also about pro-education attitudes at homes, appreciation of teachers and popularity of teaching career.
  • 30. Educationis not only about high quality public schools; it is also about pro-education attitudes at homes, appreciation of teachers and popularity of teaching career. =
  • 31. Educationis not only about high quality public schools; it is also about pro-education attitudes at homes, appreciation of teachers and popularity of teaching career. = is more of a commons than public property.
  • 32. “HOWFINLAND WILL SOLVE THEWORLD’S MOST WICKED PROBLEMS?”
  • 33. Wicked problems definition by Jeff Conklin1.The problem is not understood until after the formulation of a solution.2.Wicked problems have no stopping rule.3.Solutions to wicked problems are not right or wrong.4.Every wicked problem is essentially novel and unique.5.Every solution to a wicked problem is a one shot operation6.Wicked problems have no given alternative solutions.
  • 34. Wicked problems = endless opportunitiesWicked problems = ethical basis for motivation
  • 35. WHAT ARETHE TASKS FOR?
  • 36. Scarcity of natural resources Ageing population Open information Global culture Problems in engageing
  • 37. Scarcity of natural State resources Municipality Ageing population Open information Global culture Problems in NGOs engageing Corporations
  • 38. Scarcity of natural State resources Municipality Ageing population Open information COUNTRY BRAND Global culture Problems in NGOs engageing Corporations
  • 39. BRANDING
  • 40. DEBRANDING
  • 41. DE MOCRATIC EPBRANDING
  • 42. WHAT NEXT?
  • 43. MISSION FOR FINLAND-TASK FORCE?
  • 44. MISSION FOR FINLAND-TASK FORCE? ...and other interested partners
  • 45. FURTHER STUDY: A COUNTRYBRAND AS A TOOL FOR PLANNING/ FORESIGHT/ ENGAGEING

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