An introduction to robust national branding (including a case study of Poland) Jeremy Hildreth Budapest, 28 November 2006
Today <ul><li>national branding: a primer </li></ul><ul><li>our work in Poland: the Polska national reputation and brandin...
Today <ul><li>national branding: a primer </li></ul><ul><li>our work in Poland: the Polska national reputation and brandin...
At its best, a national brand: <ul><ul><li>helps people understand the nation. </li></ul></ul><ul><ul><li>provides a ‘head...
many national brands today are not really brands, just the trappings of brands.
brand  >  logo
 
brand  >  tourism slogan
<ul><li>‘ Discover ________’ </li></ul>
Quebec Jamaica Turkey Iceland Brazil Chile Papua New Guinea Mexico Indonesia Japan Australia Dubai Portugal Nicaragua Latv...
<ul><li>‘ The essence of Europe’ </li></ul><ul><li>‘ In the heart of Europe’ </li></ul><ul><li>‘ A cool country with a war...
brand  >  free kurtoskalacs
 
strong nation brands stand for something
brand export public diplomacy tourism investment nation
brand export public diplomacy tourism investment idea
For maximum effectiveness… <ul><li>How a nation talks and behaves in terms of: </li></ul><ul><ul><li>tourism </li></ul></u...
<ul><li>getting it right: </li></ul><ul><li>Norway </li></ul>
<ul><li>core idea: </li></ul><ul><li>nature and harmony </li></ul>
 
 
‘ Any decent doctor would prescribe Norway ’
 
 
 
a strong national brand stands for something <ul><li>and does it with: </li></ul><ul><ul><li>authenticity </li></ul></ul><...
Today <ul><li>national branding: a primer </li></ul><ul><li>our work in Poland: the Polska national reputation and brandin...
<ul><ul><li>create a national  brand for Poland. </li></ul></ul>
research how Poland is presented and perceived internally and externally journey what's remarkable, what's new, what's unk...
our mission: <ul><ul><li>gather material to create a brand for Poland embracing the nation’s unique qualities— </li></ul><...
the view from outside 2004
<ul><li>What is the population of Poland? Name four Polish cities?  Name a Polish writer?  A film-maker?  A composer?  A p...
where are you from? from Poland wow, Holland, I was there! no, I’m not from Holland  I’m from Poland ...oh
<ul><li>They  don’t  know about Poland. </li></ul>
 
 
3. The nation brand
 
 
 
 
 
 
 
specific national perceptions
<ul><ul><li>older Germans are disdainful of Poles </li></ul></ul><ul><ul><li>Polnische Wirtschaft </li></ul></ul><ul><ul><...
<ul><ul><li>Polish/French historical ties </li></ul></ul><ul><ul><li>Polish intelligentsia and romantic perceptions of 19t...
the view from inside 2004
the older generation pessimism  a historic nation  messianic people  defensive, protective inferiority complex traditional...
the younger generation Europeans, like the rest  permeate the EU a contemporary nation  market economy generation  patriot...
<ul><li>lack of self-esteem </li></ul><ul><li>undervalued </li></ul><ul><li>misunderstood </li></ul><ul><li>short-termism ...
 
our view 2004
Poland is unique for its dualities <ul><li>East  and  West </li></ul><ul><li>regional strengths  and  national pride </li>...
what we did next: feedback and idea development reviewed our findings with opinion leaders identified key concepts examine...
<ul><ul><li>work on both an emotional and a rational level </li></ul></ul><ul><ul><li>be big enough to accommodate Poland'...
be unique to Poland – and true
core idea for Poland: creative tension
<ul><li>Poland draws its personality, power and perpetual motion from a wealth of apparently opposing characteristics.  </...
<ul><li>tourism </li></ul><ul><li>foreign direct investment </li></ul><ul><li>public diplomacy </li></ul><ul><li>export </...
<ul><li>broad support. </li></ul>
<ul><li>epitomizes Polish “ paradoxicality ” </li></ul><ul><li>encompasses “ contrasting nature ” of Poland </li></ul><ul>...
“ Poland is X” “ but Poland is  also Y”
EXPLANATORY ASPIRATIONAL
<ul><li>it explains. </li></ul><ul><li>it teaches. </li></ul><ul><li>it helps people understand Poland. </li></ul><ul><li>...
brand export public diplomacy tourism investment idea
what comes next (2007) expressing the brand visually, verbally, experientially coordinating what others are doing Tourism,...
Today <ul><li>national branding: a primer </li></ul><ul><li>our work in Poland: the Polska national reputation and brandin...
a strong national brand can elevate Hungary from being ‘just ano ther former Eastern Bloc  country’ to being some  particu...
a strong national brand will give Hungary credit for its achievements and recognition for what it can contribute to the wo...
a strong national brand will allow people to see ‘Hungarian-ness’, to know what that means, and to value it.
<ul><li>the task is: </li></ul><ul><li>to work out what is special and interesting about Hungary. </li></ul>and then: conv...
and it must be more than   a  destination brand – it  must be  a national brand why?
there is only one  Hungary .
whether you say: <ul><li>have a holiday  here </li></ul><ul><li>invest  here </li></ul><ul><li>base your business  here </...
So…stand for something <ul><li>and convey that with: </li></ul><ul><ul><li>authenticity </li></ul></ul><ul><ul><li>distinc...
<ul><li>how do you do it? </li></ul>
<ul><li>set up the administration </li></ul><ul><li>explore and research </li></ul><ul><li>define the brand idea  (and the...
<ul><li>robust, more-than-cosmetic expression </li></ul><ul><li>visually – a symbol, colours, image style </li></ul><ul><l...
<ul><li>figure out what the main authorities will do to launch the brand (including attending to hygiene factors and devis...
<ul><li>support independent initiatives  </li></ul><ul><li>coordinate and influence ‘every’ activity that bears on Hungary...
<ul><li>launch it </li></ul><ul><li>nurture it </li></ul><ul><li>monitor it (track the results) </li></ul><ul><li>benchmar...
<ul><li>important : the brand can only be made to work by convincing people that it’s to their advantage to use it. </li><...
<ul><li>co-ordination. </li></ul><ul><li>support. </li></ul><ul><li>involvement. </li></ul><ul><li>not arm twisting. </li>...
<ul><li>a national brand must belong to the citizens. </li></ul><ul><li>if it works for them </li></ul><ul><li>then it wil...
<ul><li>time scale </li></ul><ul><li>20 years plus </li></ul>
Thank you. K öszönöm .
 
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Jeremy Hildreth: Presentation at "Image and Identity" Conference (2006, Hungary)

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In the October of 2006 the hungarian think-tank "Demos" organized a conference titled "Image and Identity". The conference was about the find out the methods end aims of branding a country. Jeremy Hildreth, advisor for spanish-english based firm Saffron gave this presentation there.

ps: "kurtoskalacs" is a hungarian speciality, its a pipe-formed cookie.

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  • Useful work, highlights the constituents of a nation, the manifestations of certain members of the nation. It shows /with pictures/ how nation regard themselves and they want to be regarded by others. Prove: idealistic, fake image. Who could have thought that a nation can be identified with a brand? I mean if the nation happens to have a well-known brand? The message is expressed with vivid pictures, maps. Since this is a long work short summarizes are put after the end of each topics.<br /><br/>
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  • Jeremy Hildreth: Presentation at "Image and Identity" Conference (2006, Hungary)

    1. 1. An introduction to robust national branding (including a case study of Poland) Jeremy Hildreth Budapest, 28 November 2006
    2. 2. Today <ul><li>national branding: a primer </li></ul><ul><li>our work in Poland: the Polska national reputation and branding programme </li></ul><ul><li>some advice for Hungary </li></ul>
    3. 3. Today <ul><li>national branding: a primer </li></ul><ul><li>our work in Poland: the Polska national reputation and branding programme </li></ul><ul><li>some advice for Hungary </li></ul>
    4. 4. At its best, a national brand: <ul><ul><li>helps people understand the nation. </li></ul></ul><ul><ul><li>provides a ‘headline’ (or headlines) for a number of attractive stories. </li></ul></ul><ul><ul><li>works for multiple audiences and economic sectors (not just tourism). </li></ul></ul><ul><ul><li>has emotion—and truth—behind it. </li></ul></ul>
    5. 5. many national brands today are not really brands, just the trappings of brands.
    6. 6. brand > logo
    7. 8. brand > tourism slogan
    8. 9. <ul><li>‘ Discover ________’ </li></ul>
    9. 10. Quebec Jamaica Turkey Iceland Brazil Chile Papua New Guinea Mexico Indonesia Japan Australia Dubai Portugal Nicaragua Latvia Ecuador Southeast Crete Zimbabwe Eastern Sierra Kenya The United States Guatemala Bihar (India) Ethiopia Bahrain Nepal Namibia Morocco Tibet Rajasthan South Korea Britain Brittany Normandy Venezuela Pakistan San Bernadino County (Calif.) Murcia (Spain) Finland Kosovo Bhutan Italy Norway Spain The Pyrenees Tashkent (Uzbekistan) 69+ Texas (US) Mozambique Kansas (US) Idaho (US) The Middle East Urumqi (China) Iran Malta South Africa Thailand India Cornwall (England) Scotland Russia Costa Rica Tunisia Israel Egypt Alaska Mali Northern Sweden Vietnam Canada Or would you like to be a ‘land of contrasts’?
    10. 11. <ul><li>‘ The essence of Europe’ </li></ul><ul><li>‘ In the heart of Europe’ </li></ul><ul><li>‘ A cool country with a warm heart’ </li></ul><ul><li>‘ A small country with a big heart’ </li></ul><ul><li>‘ The green piece of Europe’ </li></ul><ul><li>‘ Centre of Europe’ </li></ul>Czech Republic Estonia Slovenia Hungary Lithuania Slovakia
    11. 12. brand > free kurtoskalacs
    12. 14. strong nation brands stand for something
    13. 15. brand export public diplomacy tourism investment nation
    14. 16. brand export public diplomacy tourism investment idea
    15. 17. For maximum effectiveness… <ul><li>How a nation talks and behaves in terms of: </li></ul><ul><ul><li>tourism </li></ul></ul><ul><ul><li>investment </li></ul></ul><ul><ul><li>brand export </li></ul></ul><ul><ul><li>public diplomacy </li></ul></ul><ul><li>should be interrelated </li></ul>
    16. 18. <ul><li>getting it right: </li></ul><ul><li>Norway </li></ul>
    17. 19. <ul><li>core idea: </li></ul><ul><li>nature and harmony </li></ul>
    18. 22. ‘ Any decent doctor would prescribe Norway ’
    19. 26. a strong national brand stands for something <ul><li>and does it with: </li></ul><ul><ul><li>authenticity </li></ul></ul><ul><ul><li>distinctiveness </li></ul></ul><ul><ul><li>style </li></ul></ul><ul><ul><li>emotion </li></ul></ul><ul><ul><li>and coordination </li></ul></ul>
    20. 27. Today <ul><li>national branding: a primer </li></ul><ul><li>our work in Poland: the Polska national reputation and branding programme </li></ul><ul><li>some advice for Hungary </li></ul>
    21. 28. <ul><ul><li>create a national brand for Poland. </li></ul></ul>
    22. 29. research how Poland is presented and perceived internally and externally journey what's remarkable, what's new, what's unknown interviews inside and outside Poland upwards of 110 in about 10 countries what we did: investigation (2004)
    23. 30. our mission: <ul><ul><li>gather material to create a brand for Poland embracing the nation’s unique qualities— </li></ul></ul><ul><ul><li>a core idea </li></ul></ul>
    24. 31. the view from outside 2004
    25. 32. <ul><li>What is the population of Poland? Name four Polish cities? Name a Polish writer? A film-maker? A composer? A poet? What religious beliefs? What political system? Name a Polish politician? What sort of industries? Name a Polish product? Would you consider a holiday in Poland? What is the climate like? Is Poland big or small? Is it a member of the European Union? Who is currently the world’s most famous Pole? </li></ul>
    26. 33. where are you from? from Poland wow, Holland, I was there! no, I’m not from Holland I’m from Poland ...oh
    27. 34. <ul><li>They don’t know about Poland. </li></ul>
    28. 37. 3. The nation brand
    29. 45. specific national perceptions
    30. 46. <ul><ul><li>older Germans are disdainful of Poles </li></ul></ul><ul><ul><li>Polnische Wirtschaft </li></ul></ul><ul><ul><li>“ vacation in Poland, your car’s already there” </li></ul></ul><ul><ul><li>a threat to jobs </li></ul></ul>in Germany
    31. 47. <ul><ul><li>Polish/French historical ties </li></ul></ul><ul><ul><li>Polish intelligentsia and romantic perceptions of 19th century </li></ul></ul><ul><ul><li>emotional ties, lots of people of Polish descent </li></ul></ul>in France
    32. 48. the view from inside 2004
    33. 49. the older generation pessimism a historic nation messianic people defensive, protective inferiority complex traditional culture and values dichotomy romanticism/positivism conflicted national consciousness
    34. 50. the younger generation Europeans, like the rest permeate the EU a contemporary nation market economy generation patriotism is not a big issue anti-establishment optimistic uncertainty
    35. 51. <ul><li>lack of self-esteem </li></ul><ul><li>undervalued </li></ul><ul><li>misunderstood </li></ul><ul><li>short-termism </li></ul><ul><li>westernism </li></ul><ul><li>gloominess </li></ul>individualism resourcefulness imaginativeness resilience nonconformism openness common traits + —
    36. 53. our view 2004
    37. 54. Poland is unique for its dualities <ul><li>East and West </li></ul><ul><li>regional strengths and national pride </li></ul><ul><li>passion and practicality </li></ul><ul><li>ambition and acceptance </li></ul><ul><li>patience and restlessness </li></ul><ul><li>tumult and achievement </li></ul><ul><li>folk art and high culture </li></ul><ul><li>religious fervour and scepticism </li></ul><ul><li>being of today and respecting yesterday </li></ul><ul><li>charm and toughness </li></ul><ul><li>right brain flair and left brain pragmatism </li></ul>
    38. 55. what we did next: feedback and idea development reviewed our findings with opinion leaders identified key concepts examined potential problem areas developed and articulated a single core idea
    39. 56. <ul><ul><li>work on both an emotional and a rational level </li></ul></ul><ul><ul><li>be big enough to accommodate Poland's long-term ambitions </li></ul></ul><ul><ul><li>have something for each audience </li></ul></ul><ul><ul><li>be easy to explain and understand </li></ul></ul><ul><ul><li>gain commitment from all parties </li></ul></ul><ul><ul><li>and above all… </li></ul></ul>the core idea should
    40. 57. be unique to Poland – and true
    41. 58. core idea for Poland: creative tension
    42. 59. <ul><li>Poland draws its personality, power and perpetual motion from a wealth of apparently opposing characteristics. </li></ul><ul><li>These tensions create a restlessness unsatisfied with the status quo, and a boisterousness that’s always stimulating and often astonishing. </li></ul><ul><li>This creative tension is why Poland produces so many entrepreneurs, artists and sportspeople; it’s why Poland is constantly evolving, sometimes tumultuously; and it’s why Poles have always tried to achieve the seemingly impossible—and often succeeded. </li></ul>creative tension
    43. 60. <ul><li>tourism </li></ul><ul><li>foreign direct investment </li></ul><ul><li>public diplomacy </li></ul><ul><li>export </li></ul><ul><li>communications/media </li></ul><ul><li>and many others </li></ul>we discussed the core idea exhaustively with
    44. 61. <ul><li>broad support. </li></ul>
    45. 62. <ul><li>epitomizes Polish “ paradoxicality ” </li></ul><ul><li>encompasses “ contrasting nature ” of Poland </li></ul><ul><li>allows “ wide scope of themes ” </li></ul><ul><li>offers “ something for everyone ” </li></ul>they liked it because it
    46. 63. “ Poland is X” “ but Poland is also Y”
    47. 64. EXPLANATORY ASPIRATIONAL
    48. 65. <ul><li>it explains. </li></ul><ul><li>it teaches. </li></ul><ul><li>it helps people understand Poland. </li></ul><ul><li>it sets expectations and manages them. </li></ul><ul><li>and it works for all four vectors… </li></ul>
    49. 66. brand export public diplomacy tourism investment idea
    50. 67. what comes next (2007) expressing the brand visually, verbally, experientially coordinating what others are doing Tourism, investment, foreign affairs, regional development, the cities, Expo bids creating a ‘Brand Polska’ network Task forces, brand champions and other interested parties— to swap ideas and take the programme inward, outward, onward and upward
    51. 68. Today <ul><li>national branding: a primer </li></ul><ul><li>our work in Poland: the Polska national reputation and branding programme </li></ul><ul><li>some advice for Hungary </li></ul>
    52. 69. a strong national brand can elevate Hungary from being ‘just ano ther former Eastern Bloc country’ to being some particular kind of special, intriguing, desirable place to be .
    53. 70. a strong national brand will give Hungary credit for its achievements and recognition for what it can contribute to the world.
    54. 71. a strong national brand will allow people to see ‘Hungarian-ness’, to know what that means, and to value it.
    55. 72. <ul><li>the task is: </li></ul><ul><li>to work out what is special and interesting about Hungary. </li></ul>and then: convey that – visually, verbally, experientially – so that people understand Hungary and are attracted to it.
    56. 73. and it must be more than a destination brand – it must be a national brand why?
    57. 74. there is only one Hungary .
    58. 75. whether you say: <ul><li>have a holiday here </li></ul><ul><li>invest here </li></ul><ul><li>base your business here </li></ul><ul><li>buy things made here </li></ul><ul><li>it is always the same here . </li></ul><ul><li>it is always Hungary. </li></ul>
    59. 76. So…stand for something <ul><li>and convey that with: </li></ul><ul><ul><li>authenticity </li></ul></ul><ul><ul><li>distinctiveness </li></ul></ul><ul><ul><li>style </li></ul></ul><ul><ul><li>emotion </li></ul></ul><ul><ul><li>and coordination </li></ul></ul>
    60. 77. <ul><li>how do you do it? </li></ul>
    61. 78. <ul><li>set up the administration </li></ul><ul><li>explore and research </li></ul><ul><li>define the brand idea (and the ways it may be modulated to serve different interests) </li></ul><ul><li>gather ideas for articulation and expression </li></ul><ul><li>build domestic support for the programme </li></ul>stage 1 – development of the brand: Timescale: about three months
    62. 79. <ul><li>robust, more-than-cosmetic expression </li></ul><ul><li>visually – a symbol, colours, image style </li></ul><ul><li>verbally – straplines, stories, talking points </li></ul><ul><li>experientially – ‘touchpoints’ including environments (e.g., arrival halls, embassies, tourism bureaus abroad) </li></ul>stage 2 – articulation of the brand: Timescale: another three months
    63. 80. <ul><li>figure out what the main authorities will do to launch the brand (including attending to hygiene factors and devising brand-centric projects) </li></ul><ul><li>establish task forces and brand champions </li></ul><ul><li>‘ seed’ the brand through training and collaboration </li></ul><ul><li>involve as many constituencies as possible </li></ul>stage 3 – pre-launch of the brand: Timescale: about two months
    64. 81. <ul><li>support independent initiatives </li></ul><ul><li>coordinate and influence ‘every’ activity that bears on Hungary’s image </li></ul><ul><li>search for potential flagship brands </li></ul>stage 3 – pre-launch (con’t): Timescale: about two months
    65. 82. <ul><li>launch it </li></ul><ul><li>nurture it </li></ul><ul><li>monitor it (track the results) </li></ul><ul><li>benchmark it </li></ul><ul><li>be patient </li></ul>stage 4 – launching and sustaining the brand: Timescale: ad infinitum
    66. 83. <ul><li>important : the brand can only be made to work by convincing people that it’s to their advantage to use it. </li></ul>
    67. 84. <ul><li>co-ordination. </li></ul><ul><li>support. </li></ul><ul><li>involvement. </li></ul><ul><li>not arm twisting. </li></ul>
    68. 85. <ul><li>a national brand must belong to the citizens. </li></ul><ul><li>if it works for them </li></ul><ul><li>then it will work. </li></ul>
    69. 86. <ul><li>time scale </li></ul><ul><li>20 years plus </li></ul>
    70. 87. Thank you. K öszönöm .

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