A BRAND LIKE NO OTHER:
PRESENTED BY ALEX JASPERSE | May 2010
“Each nation has a distinct experience and character, something special to offer
the world to express for itself. Nations are individualities with particular talents
and the possibilities of exploiting those talents.”
Nationalism (1998) by Craig Calhoun. Page 45.
So why brand a nation?
In a globalized world in which we now live, every place has to compete with every other
place for share of mind, share of income, share of talent and share of voice.
The reduction of a nation’s complexities into single, bite-sized stereotypes.
“...nation branding allows national governments to
better manage and control the image they
project to the world, and to attract the “right” kinds
of investment, tourism, trade, and talent, successfully
competing with a growing pool of national
contenders for a shrinking set of available resources.”
Living the Brand by Melissa Aronczyk. Page 2.
A branding roadmap: the nation branding hexagon
SOURCE: Anholt-GfK Roper
Cool idea... but what is its actual value?
Let’s take a quick look at this dimension
S TM TION
$504.9 billion Total Stock of FDI in Canada (2008)
A country’s brand is a clear and simple measure of its ‘license to trade’ in the global
marketplace, and the acceptability of its people, products and services to the rest of the world.
Well, they have..
“...citizens carry “the microbes of the
brand” and “infect” those with whom they
come into contact. This role is described
variously as a “brand ambassador,”
“brand champion,” “brand exemplar,” or
Living the Brand by Melissa Aronczyk. Page 14.
It’s perfectly okay to invent a brand in the
private sector, but not in the case of a nation.
The nation brand ultimately has to reﬂect the will and genius of the people.
Nation Branding in South
Arguably, all of these are invented
...so are these ones, too.
South Africa – Alive with possibility
Spain – San Siro
India – Incredible India
Thailand – Amazing Thailand
Malaysia – Truly Asia
Costa Rica – Peaceful Destination
Iceland – Iceland naturally
Egypt – Where It All Begins
Bolivia – The authentic still exists
Estonia – Positively Transforming
Is this global identiﬁer instantly recognizable as the GoC?
“Have you seen this symbol before?” Percentage of general public saying “YES” in 1999.
Small Business 74%
18-34 yrs 86%
35-54 yrs 78%
55+ yrs 66%
“This symbol is used by all Canadian organizations or the Government of Canada?”
Government of Canada 81%
Don’t Know 2%
+/- 12 MILLION
CONTACT WITH THIS 30 YEARS IN USE
THE BIG PICTURE
Canada has a nation brand. Strong, online nation communication is the next step.