By Simon Anholt
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Extra resources for Competitive Identity: The New Brand Management for Nations, Cities and Regions
It is quite possible to set a mixture of precise, shorter-term goals (such as a certain increase in foreign direct investment or the hosting of a prestigious international event) and longer-term changes in national image, which might be decades away. Countries with a Competitive Identity should find: • • clearer domestic agreement on national identity and societal goals a climate where innovation is prized and practised The Theory of Competitive Identity • • • • • • • more effective bidding for international events more effective investment promotion more effective tourism and business travel promotion a healthier “country of origin effect” for exporters of goods and services greater profile in the international media simpler accession into regional and global bodies and associations more productive cultural relations with other countries and regions.
The government has a number of pieces at its disposal for achieving national goals (some powerful, some less so), and most governments are pretty good at planning their moves and playing the market. These are the black, solid pieces that represent the reality of the country, its policies, its sectors and its various initiatives. However, many governments don’t fully realize that facing them on the other side of the board is another army, a paler, insubstantial one that represents perceptions: the way that each of their real chess pieces is actually perceived in the minds of their various audiences.
No, the reason why the convergence of advanced brand theory and statecraft is important is because brand management is a vital component of a new model for how places should be run in the future: it is the glue that binds together a range of different tools for national promotion and reputation management; tools that until now have only produced a fraction of their potential effect because they have been operating in a fragmented and inefficient way. Governments are just beginning to realize this, and to understand the competitive advantage that a nationally coordinated identity strategy can unlock.
Competitive Identity: The New Brand Management for Nations, Cities and Regions by Simon Anholt