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November 13, 2006
National branding: the good, the bad and ...
Beginning with the ugly. The latest issue of the Economist has a story on the struggles and pitfalls of National branding: A new sort of beauty contest:
For 15 years you have tried to make the world aware of your newly born country. It is huge—the size of western Europe—rich in natural resources, modernising fast. But progress is frustratingly slow. Then a pestilential foreign comedian makes you (in)famous overnight, for grotesque but fictional squalor, cruelty and vulgarity. Should you be pleased, cross or both?
That is the puzzle facing Kazakhstan, thanks to “Borat!: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan”, a new film that has proved a surprise box-office hit in America. A mock documentary, it portrays Borat, a lecherous, racist Kazakh (but actually a British comedian) visiting America, with assorted misapprehensions on both sides that are comical or tasteless depending on your viewpoint. Kazakh officials are now grimly trying to show they share the joke; Russia says it will ban the “humiliating” film.
[Not yet having seen Borat - it is on the Thanksgiving movie fest list - I am given to understand that it makes as much fun of America as of Kazakhstan]
According to the story, experts on national branding are divided as to how Kazakhstan should respond: lie low or make lemonade of out lemons. In any event, national branding is a difficult task if all one has is image. As the Economist states, "nor can money spent on glitz and schmooze easily make up for dire political realities, such as a bad record on free speech, or an amnesiac approach to history." Like any brand, there has to be more substance under the perception.
Part of the process of national branding has to go hand in hand with an underlying economic strategy. In the private sector, this is known as leveraging the brand - moving into related products and services. You hook the customer on one level and then offer more. An example of a nation doing this is an article in the same edition of the Economics on Marketing New Zealand: From fantasy worlds to food:
New Zealand famously promoted itself as a tourist destination using the dramatic landscapes seen in “The Lord of the Rings” films. Now that the magic has faded, it has started emphasising its food and wines in addition to its natural beauty. One approach is to reach out to potential visitors in other foodie hubs. At last year's “Maori Art Meets America” event in San Francisco, New Zealand pinot noirs, breads, meats and cheeses were served. “All this helps grow the food and wine sector tremendously,” says George Hickton of Tourism New Zealand. Michael Hall, professor of tourism at the University of Canterbury, predicts that saffron, walnuts, truffles and olive oils will be the next Kiwi foods to be marketed abroad in an effort to develop food tourism.
In this case, New Zealand is actually going back to an older marketing strategy of pure air/water and pure food, updated to use the recent spotlight of the movies.
And finally, brand loyalties change - even for countries. According to the Economist:
The American administration is also spending heavily on public diplomacy. But apparently to less effect. Polls show unparalleled hostility around the world not just to the administration but to the country itself. “America spent 300 years building a powerful, rich, globally adored brand,” says Mr. Anholt [Simon Anholt, a branding specialist and author of the forthcoming Competitive Identity: The New Brand Management for Nations, Cities and Regions]. “It is leaking away very quickly.”
As I've remarked before, time to do something about that.
Posted by Ken Jarboe at November 13, 2006 10:02 AM
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