wally olins for 2nd innovative economy congress_ warsaw_ poland
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Strategia pozycjonowania PolskiTRANSCRIPT
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A Polish national brand2nd Innovative Economy CongressWarsaw, Poland
Saffron Brand Consultants June 17, 2011
Warsaw, Poland
7th June 2011
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Is this what national identity means?
Saffron Brand Consultants June 17, 2011
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Saffron Brand Consultants June 17, 2011
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The nation
"Language, religion, territory, history, sport, culture and the rest of it make up national sentiment
Saffron Brand Consultants June 17, 2011
national sentimentNational sentiment makes the nation".
-Eric HobsbawmNations and Nationalism since 1780: Programme, Myth, Reality
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Life, liberty and the pursuit of happiness
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happiness- USA, 1783
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Libert, galit, fraternit
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fraternit
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He gave Poland freedom, boundaries, power
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boundaries, power and respect.-President IgnacyMocicki, speaking at Pilsudskis funeral in 1935
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1919
69 nations
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1919
69 nations
1949
95 nations
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1919
69 nations
1949
95 nations
2011
195 nations
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Proliferation of nations
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The nation
"Language, religion, territory, history, sport, culture and the rest of it make up national sentiment
Saffron Brand Consultants June 17, 2011
national sentimentNational sentiment makes the nation".
-Eric HobsbawmNations and Nationalism since 1780: Programme, Myth, Reality
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The nation in the 21st century
+ 1 more thing
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+ 1 more thing
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The nation in the 21st century
+ 1 more thing
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+ 1 more thing The commercial imperative
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Nations compete
Old style nationalism is not dead.
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Nations compete
Old style nationalism is not dead.But nations today are also competing for prosperity.
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Nations compete
Old style nationalism is not dead.But nations today are also competing for prosperity.Branding the nation is now a commercial imperative.
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Globalisation happened
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Globalisation manufacturing
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Globalisation services
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Globalisation capital
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Globalisation tourism
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Globalisation labour
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Every nation is competing with every other nation over everything
- Manufacturing- Outsourcing
- Banking & Finance- Education
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- Outsourcing- Research & development- Tourism- Agriculture- Raw materials
- Culture- Sport- Cuisine- Creative industries
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Some nations have a competitive advantage
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Big and powerful
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Up and coming
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Great legacy nations
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Great legacy nations France
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Great legacy nations Italy
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Great legacy nations Germany
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Great legacy nations Great Britain
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Some companies are more important than the countries they come from
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Some companies are more important than the countries they come from
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Its not just nations. The city-state has re-emerged.
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Venice, 1730
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Dubai
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Singapore
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Singapore
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Qatar
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Regions and cities are competing too.
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Everyone is competingNations, regions, cities.
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Everyone is competingNations, regions, cities.
What should Poland do?
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Spain projected an idea. Spain stands for something.
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Spain projected an idea. Spain stands for something.
Passion
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What does Poland stand for?
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The good news
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April 2011 The Economist
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April 2011 The Economist
Good fortune and Poland are rarely coupled. But the biggest of the European Unions newish members now has something to celebrate.
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April 2011 The Economist
Good fortune and Poland are rarely coupled. But the biggest of the European Unions newish members now has something to celebrate.
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Pleasingly normal.
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April 2011 The Economist
Good fortune and Poland are rarely coupled. But the biggest of the European Unions newish members now has something to celebrate.
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Pleasingly normal.
The unquestioned diplomatic and economic heavyweight of its region.
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April 2011 The Economist
Good fortune and Poland are rarely coupled. But the biggest of the European Unions newish members now has something to celebrate.
Saffron Brand Consultants June 17, 2011
Pleasingly normal.
The unquestioned diplomatic and economic heavyweight of its region.
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April 2011 The Economist
Good fortune and Poland are rarely coupled. But the biggest of the European Unions newish members now has something to celebrate.
Saffron Brand Consultants June 17, 2011
Pleasingly normal.
The unquestioned diplomatic and economic heavyweight of its region. Less pleasant ghosts
of the past are fading.
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April 2011 The Guardian
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April 2011 The Guardian
A country getting to grips with being normal at last.
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April 2011 The Guardian
A country getting to grips with being normal at last.
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Being in Warsaw these days is like being in Madrid or Rome.
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April 2011 The Guardian
A country getting to grips with being normal at last.
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Being in Warsaw these days is like being in Madrid or Rome.It looks more and more
like a western consumer society, with mortgages, private insurance schemes, television celebrities and entertainment culture.
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The bad news
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April 2011 The Economist
Poles driving across the Oder into Germany might seem less scary than Tunisians coming to Italy by sea. Yet Germans are edgy about May 1st, when their labour markets open.
Saffron Brand Consultants June 17, 2011
when their labour markets open.
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April 2011 The Economist
Poles driving across the Oder into Germany might seem less scary than Tunisians coming to Italy by sea. Yet Germans are edgy about May 1st, when their labour markets open.
Saffron Brand Consultants June 17, 2011
when their labour markets open.Poland must raise its game to regain its rightful place at Europes top table.
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April 2011 The Economist
Poles driving across the Oder into Germany might seem less scary than Tunisians coming to Italy by sea. Yet Germans are edgy about May 1st, when their labour markets open.
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when their labour markets open.Poland must raise its game to regain its rightful place at Europes top table.
The common factor behind Polands sluggishness over economic reform and its excessive caution abroad is a lack of ambition. More ambition, please!
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April 2011 The Guardian
Everyday life in today's Poland is light years away from the images conveyed in Polish TV commercials, or the prosperous scenes you see in central Warsaw. This is still a poor
Saffron Brand Consultants June 17, 2011
central Warsaw. This is still a poor country by European standards.
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April 2011 The Guardian
Everyday life in today's Poland is light years away from the images conveyed in Polish TV commercials, or the prosperous scenes you see in central Warsaw. This is still a poor
Saffron Brand Consultants June 17, 2011
central Warsaw. This is still a poor country by European standards. We have human
capital: people who want to work. But there's not enough investment.
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April 2011 The Guardian
Everyday life in today's Poland is light years away from the images conveyed in Polish TV commercials, or the prosperous scenes you see in central Warsaw. This is still a poor
Saffron Brand Consultants June 17, 2011
central Warsaw. This is still a poor country by European standards. We have human
capital: people who want to work. But there's not enough investment.
The question now for Poland, having joined Natoin 1999 and the EU in 2004, is: what next? Where now?
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Geert Wilders Dutch right winger
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Drunken
Geert Wilders Dutch right winger
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Drunken thieves!
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Made in?
"We made a mistake by putting Polish on the packaging. It is sad for me to
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admit it, but Polish products still have a poor reputation in the west.
-Dr. Irena ErisChairman, LaboratoriumKosmetyczne Dr Irena Eris
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Saffron was commissioned to conduct a study for a national brand for Poland.
In 2005
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FDI Brand export
Building a brand
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Public diplomacyTourism
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Foreign direct Foreign direct investmentinvestment
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Not just manufacture but also
Holiday homes, research & development, industrial and commercial real estate, banking, insurance, retail, exploration and development of
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insurance, retail, exploration and development of natural resources, call centres, skills and knowledge, etc.
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TourismTourism
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Not just sun, sea and sand but also
Package tours, study abroad, backpackers, sporting events, adventure holidays, nature excursions, hiking and skiing, climbing and trekking, cultural tourism, etc., etc.
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trekking, cultural tourism, etc., etc.
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Brand export
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Not just food and drink but also
Manufactured goods, people (athletes, professors, students), the arts (music, literature, painting, dance, film), architecture, agriculture, raw
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dance, film), architecture, agriculture, raw materials, cuisine (restaurants, food), etc.
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Public diplomacyPublic diplomacy~ soft power~ soft power
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Not just leaders but also
Events, exhibitions, cultural institutions, festivals, military operations, European Union, UN votes, international treaties, trade agreements, sports,
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international treaties, trade agreements, sports, foreign and domestic policies, government stability, humanitarianism, etc.
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FDI Brand export
Building a brand
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Public diplomacyTourism
Idea
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East and Westregional strengths and national pridepassion and practicalityambition and acceptancepatience and restlessness
Poland is unique for its dualities
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patience and restlessnesstumult and achievementfolk art and high culturereligious fervour and scepticismbeing of today and respecting yesterdaycharm and toughnessright brain flair and left brain pragmatism
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Twrcze napicie
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Twrcze napicie
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Creative tension
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Creative tension
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FDI Brand export
The Polish brand
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Public diplomacyTourism
Creative tension
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We discussed the core idea extensively with various audiences
TourismForeign direct investmentPublic diplomacy
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Public diplomacyExportCommunications/media
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Broad supportEpitomizes Polish paradoxicalityEncompasses contrasting nature of PolandAllows wide scope of themesOffers something for everyone
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Offers something for everyone
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The ambition
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A single unique idea, clearly visualised, which
The ambition
Saffron Brand Consultants June 17, 2011
clearly visualised, which draws everything together and projects a coherent message about the nation.
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Next stepsVisualisationEvaluation and modulationCoordination and involvement
Create a visual language to make visible the brand idea.
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Next stepsVisualisationEvaluation and modulationCoordination and involvement
Examine all promotional activities that Poland is undertaking.
Assess how public and
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Assess how public and private sector organisations that promote Poland or promote themselves alongside Poland might use and project the brand.
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Next stepsVisualisationEvaluation and modulationCoordination and involvement
Form a small group to make it happen from every sector - public and private, business, the arts, government.
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Create a liaison system to launch and sustain the programme throughout Poland and make maximum impact.
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The time is now
Presidency of the EUEuro 2012GovernmentCompanies
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CompaniesEconomic climateThe idea
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The time is now
Presidency of the EUEuro 2012GovernmentCompanies
Saffron Brand Consultants June 17, 2011
CompaniesEconomic climateThe idea
Do it!
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Thank youSaffron Brand Consultants
MadridLondonNew YorkMumbaiViennaDubai
Saffron Brand Consultants June 17, 2011
DubaiSo PauloShanghai
www.saffron-consultants.com