http://www.koreabrand.net/en/util/util_about_pcnb.doYou are here : Home>About PCNBThe Presidential Council on Nation Branding (PCNB) was established on January 22, 2009 to enhance Korea's national status and prestige in the international community by implementing systematic and comprehensive strategies.Just as a corporate brand influences a product's value, so a national brand has a great impact on the evaluation of its citizens, companies and products. The PCNB was launched to raise awareness of the Korean brand among people all over the world. Korea successfully hosting the G20 summit in 2010, has actively participated in a wide range of global activities, nevertheless there are many who are still unfamiliar with Korea as a nation.The most important mission of the PCNB is to inform the world about Korea. The PCNB is dedicated to promoting Korea's image as a country that contributes to international society, a country that produces world-class products and services, and a country that respects other cultures.Our Vision:To create a caring nation loved by allOur Strategy:1. To play the role of a governmental control tower for nation branding based on a master plan designed to raise the nation's international standing. 2. To pursue differentiated branding strategies according to the awareness of Korea by continent/country as part of a plan to achieve systematic management of the national reputation. 3. To reflect public opinion in government policies by gathering feedback from citizens and foreigners imbued with a love of Korea and all things Korean
If you are on the left – you do not need a strategy map – the more to the right you are the more you need one
Foresight: Where are we going?1. Climate change and energy2. Massive debt (AKA ‘The Great Correction’)3. Water and food shortages/Environmental issues4. Five simultaneous game-changing tech revolutions, tele-everything5. Luddites/Individual destructive power6. Robotics/Machine intelligence/Employment7. Humans merging with the machines NASA Chief Scientist Dennis M. Bushnell
Mission why we exist? Values what we believe is important? Vision what we want the future to be? Strategy how we are going to get there? (the game plan) Strategy Maphow we will communicate the strategy? Targets, Projects and Initatives What we need to do? Measure Performancehow we will know we are getting there?
What is the difference between invention and innovation?What is the difference between a puzzle and a mystery?What is the difference between control and influence?What is the difference betweenmanagement and leadership?
“The elements that make up a truly innovative companyare many: a focused innovation strategy, a winning overallbusiness strategy, deep customer insight, great talent, andthe right set of capabilities to achieve successful execution[however] the most crucial factors are strategic alignmentand a culture that supports innovation”“If more companies could gain traction in closing both thestrategic alignment and culture gaps to better realizethese goals and attributes, not only would their financialperformance improve, but the data suggests that thepotential gains might be large enough to improve theoverall growth rate of the global economy.”The Global Innovation 1000: Why Culture is Key25 October 2011
Talent is Key • Talent likes talent • Talent loves good food and cafes • Talent wants to be the best in the world • Talent enjoys being recognised • Talent thinks and acts globally • Talent hates completing forms • Talent gets frustrated with delays • Talent needs human capital • Talent grows through investment • Talent follows talent • Talent is key
Sir Paul Callaghan “So my take is, we simply push on, ignore the pessimism, and lead by example. Then suddenly we find ourselves surrounded by success and telling ourselves that it was always meant to be this way.”