”Mission of Finland” –         ”Lärdomar för Norden?”                  Institutionsseminarium 31. March 2011Demos Helsinki...
MISSION                FOR FINLAND                        !How Finland will solve the world’s most wicked problems        ...
COUNTRYBRANDINGCOULD BE...
COUNTRYBRANDINGCOULD BE...
MISSION                FOR FINLAND                        !How Finland will solve the world’s most wicked problems        ...
Globalized  culture,open markets                       MISSION– where arewe standing?                               FOR FI...
Globalized    culture,  open markets                         MISSION  – where are  we standing?                           ...
Globalized    culture,                                                                 In what are  open markets          ...
Globalized    culture,                                                                 In what are  open markets          ...
MISSION                                                          Strengths                FOR FINLAND                     ...
h    STRENGTHS
h    STRENGTHS        FINLAND GIVES YOU A LESSON
h    DRINK FINLAND    STRENGTHS       FINLAND GIVES YOU A LESSON
h    DRINK FINLAND    STRENGTHS              FINLAND GIVES YOU A LESSON      FINLAND – IT WORKS
h    TRENDS
h       Global population growth                    Depleation of natural resources    Climate change                     ...
h    TASKS
h
A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...
A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS
A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY WITH
A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY WITH...
A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY WITH...
A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY WITH...
A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY WITH...
WHAT IS THE SOURCE OF    THESTRENGTHS ?
”The commons is terminology      referring to resources that arecollectively owned or shared between or            among p...
Education
Educationis not only about high quality public schools; it    is also about pro-education attitudes at      homes, appreci...
Educationis not only about high quality public schools; it    is also about pro-education attitudes at      homes, appreci...
Educationis not only about high quality public schools; it    is also about pro-education attitudes at      homes, appreci...
“HOWFINLAND WILL  SOLVE THEWORLD’S MOST   WICKED PROBLEMS?”
Wicked problems              definition by Jeff Conklin1.The problem is not understood until after the  formulation of a so...
Wicked problems = endless opportunitiesWicked problems = ethical basis for motivation
WHAT ARETHE TASKS  FOR?
Scarcity of natural    resources     Ageing   population     Open  information Global culture  Problems in   engageing
Scarcity of natural      State    resources                      Municipality     Ageing   population     Open  informatio...
Scarcity of natural        State    resources                        Municipality     Ageing   population     Open  inform...
BRANDING
DEBRANDING
DE   MOCRATIC     EPBRANDING
WHAT NEXT?
MISSION FOR  FINLAND-TASK FORCE?
MISSION FOR  FINLAND-TASK FORCE?    ...and other interested partners
FURTHER STUDY:   A COUNTRYBRAND AS A TOOL FOR PLANNING/   FORESIGHT/   ENGAGEING
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
Mission for finland 310311
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 ministers

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Mission for finland 310311

  1. 1. ”Mission of Finland” – ”Lärdomar för Norden?” Institutionsseminarium 31. March 2011Demos HelsinkiAleksi Neuvonen
  2. 2. MISSION FOR FINLAND !How Finland will solve the world’s most wicked problems CONSIDER IT SOLVED! Country Brand Report 25.11.10.
  3. 3. COUNTRYBRANDINGCOULD BE...
  4. 4. COUNTRYBRANDINGCOULD BE...
  5. 5. MISSION FOR FINLAND !How Finland will solve the world’s most wicked problems CONSIDER IT SOLVED! Country Brand Report 25.11.10.
  6. 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. 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. 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. 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. 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. 11. h STRENGTHS
  12. 12. h STRENGTHS FINLAND GIVES YOU A LESSON
  13. 13. h DRINK FINLAND STRENGTHS FINLAND GIVES YOU A LESSON
  14. 14. h DRINK FINLAND STRENGTHS FINLAND GIVES YOU A LESSON FINLAND – IT WORKS
  15. 15. h TRENDS
  16. 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. 17. h TASKS
  18. 18. h
  19. 19. A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...
  20. 20. A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS
  21. 21. A COUNTRY BRAND COULDHELP THE SOCIETY THROUGH...‣CREATING INSPIRING SLOGANS‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY WITH
  22. 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. 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. 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. 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. 26. WHAT IS THE SOURCE OF THESTRENGTHS ?
  27. 27. ”The commons is terminology referring to resources that arecollectively owned or shared between or among populations.”
  28. 28. Education
  29. 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. 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. 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. 32. “HOWFINLAND WILL SOLVE THEWORLD’S MOST WICKED PROBLEMS?”
  33. 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. 34. Wicked problems = endless opportunitiesWicked problems = ethical basis for motivation
  35. 35. WHAT ARETHE TASKS FOR?
  36. 36. Scarcity of natural resources Ageing population Open information Global culture Problems in engageing
  37. 37. Scarcity of natural State resources Municipality Ageing population Open information Global culture Problems in NGOs engageing Corporations
  38. 38. Scarcity of natural State resources Municipality Ageing population Open information COUNTRY BRAND Global culture Problems in NGOs engageing Corporations
  39. 39. BRANDING
  40. 40. DEBRANDING
  41. 41. DE MOCRATIC EPBRANDING
  42. 42. WHAT NEXT?
  43. 43. MISSION FOR FINLAND-TASK FORCE?
  44. 44. MISSION FOR FINLAND-TASK FORCE? ...and other interested partners
  45. 45. FURTHER STUDY: A COUNTRYBRAND AS A TOOL FOR PLANNING/ FORESIGHT/ ENGAGEING

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