Wednesday, December 7, 2011

Authenticity & Nation branding: #fail

This text is currently only avaliable in Swedish. I'll just to give you a quick summary. Sweden and Norway are working intensly with nation branding and spreading the word about them selves as nations of peace and environmentally friendly/progressive etc. But looking at the facts another ugly face appears... Norway is one of the top oil-nations in the world, Sweden the biggest exporter of arms IN THE WORLD (per capita) . Looking at how corporate branding has been developing since 1990 it is easy to see that nation branding is lacking in authenticity. The question I ask is when the Nordic countries (and other nations) will start walking the authentic path in terms of communication and leadership. I hope that consultants like Niel Crofts will get some nation branding gigs soon.

(an interesting comparison is how the British Council is spreading the word about Creative Industry, Culture and Creativity in the world but reports from GB tell a story of radical cuts in arts and culture.)


Hurra för fredsnationen Sverige! 300 år av fred inom landets gränser, men Kriget går på export... Dags att vi alla inser faktum: Vi exporterar mest vapen i världen! Samtidigt berättar vi för världen om hur fredsälskande vi är som nation.



Läs artikeln i DN om Sveriges sorgliga världsrekord.

Och Norge som delar ut fredspris i dagarna är inte mycket bättre. För olje-nationen Norge är det tydligt att ser lika dant ut på miljöområdet - höga hästar i ord - slingrande ormar i handling.

Om det är sant som det sägs att "nation branding" är det nya heta så är dags för oss i Norden att gå en kurs i autentisk kommunikation... och då förhoppningsvis inte ändra kommunikationen utan börja leva upp till vad vi säger. (Här är ett konsult-tips: http://www.neilcrofts.com/)

Om de stora varumärkena klarade det vid senaste millenieskiftet så borde vi också i alla fall göra ett försök.

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