Hasta La Ideas

A delegation set up to improve Finland’s international reputation today published its findings with suggestions that the country profile itself as a problem-solver focused on functionality, nature and education.

Finland, the report states, offers the world “functionality and sustainable solutions in the form of both products and services as well as a functioning society, […] its ability to negotiate so that the world can be a better place to live, […] clean water and food and related expertise, [… and] better education and teachers.”

Roope Mokka of Demos Finland, the think tank that compiled the ideas of the delegation, and prepared and wrote the report, said:

“Our approach, as far as I know, has been unique. We all know that even as countries evoke emotions and bring into mind things just like brands, they are not brands. Instead of a pure marketing operation this became a way of developing and safeguarding the country’s most valuable strengths – education, nature and functionality. Instead of a slogan we came up with a mission: Finland Solves Wicked Problems.

We decided to refrain from seeing this as a branding exercise, with campaigns, videos, posters, Finland-events and brand-guides. Instead we asked three questions what in is both strong in Finland and will sustain to be valuable in the future globally? What do we need to do in Finland to support those strengths? What do we need to do internationally to realize this value?

It became a very Finnish brand. We came up with dozens of concrete and sustainable projects that can be deployed to make our strengths visible and increase the value Finland internationally.”

The 365 page report also lays out 34 tasks for different players: ministries, companies, local governments and organizations, as well as private individuals.

Although it is sometimes quite an amusing read for non-Finns with sentences such as “Finland is already the best country in the world” (according to Newsweek apparently), “If Finland did not exist, it would have to be invented,” and “Finns are a dynamic people with their own particular kind of madness,” it is also an exceptionally serious piece of work that builds on Finland’s many unique design strengths.

Downloads:
> Full report
> Report Summary
> Objectives of the branding work
> 1. Finland – it works
> 2. Drink Finland
> 3. Finland gives you a lesson
> 4. Current state of Finland’s brand

Early media reports: Helsinki Times | ISRIA | The Swedish Wire | YLE

(Report also available in Finnish and Swedish)

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