A presentation on deep branding, the Finland's country brand and on how Finland's brand is based on the commons of the Finnish society. Presentation given in a conference by the Nordic council of ministers

1. ”Mission of Finland” –
”Lärdomar för Norden?”
Institutionsseminarium 31. March 2011
Demos Helsinki
Aleksi Neuvonen

2. MISSION
FOR FINLAND
!
How Finland will solve the world’s most wicked problems
CONSIDER IT SOLVED!
Country Brand Report 25.11.10.

5. COUNTRY
BRANDING
COULD BE...

6. COUNTRY
BRANDING
COULD BE...

10. MISSION
FOR FINLAND
!
How Finland will solve the world’s most wicked problems
CONSIDER IT SOLVED!
Country Brand Report 25.11.10.

11. Globalized
culture,
open markets MISSION
– where are
we standing?
FOR FINLAND
!
How Finland will solve the world’s most wicked problems
CONSIDER IT SOLVED!
Country Brand Report 25.11.10.

12. Globalized
culture,
open markets MISSION
– where are
we standing?
FOR FINLAND
What are the
things that give
us hard times
in the future?
!
How Finland will solve the world’s most wicked problems
CONSIDER IT SOLVED!
Country Brand Report 25.11.10.

13. Globalized
culture, In what are
open markets MISSION
we good at,
– where are are our
we standing? assets
resilient?
FOR FINLAND
What are the
things that give
us hard times
in the future?
!
How Finland will solve the world’s most wicked problems
CONSIDER IT SOLVED!
Country Brand Report 25.11.10.

14. Globalized
culture, In what are
open markets MISSION
we good at,
– where are are our
we standing? assets
resilient?
FOR FINLAND
What are the
things that give
us hard times What the others
in the future? think of us?
!
Do they grasp
How Finland will solve the world’s most wicked problems
CONSIDER IT SOLVED!
our greatness?
Country Brand Report 25.11.10.

15. MISSION
Strengths
FOR FINLAND
Megatrends
Tasks
!
How Finland will solve the world’s most wicked problems
CONSIDER IT SOLVED!
Country Brand Report 25.11.10.

16. h
STRENGTHS

17. h
STRENGTHS
FINLAND GIVES YOU A LESSON

18. h
DRINK FINLAND
STRENGTHS FINLAND GIVES YOU A LESSON

19. h
DRINK FINLAND
STRENGTHS FINLAND GIVES YOU A LESSON
FINLAND – IT WORKS

25. h
TRENDS

26. h
Global population growth
Depleation of natural resources
Climate change
Urbanisation
Cleantech From force to information and expertise
Science-based decisions Inflation of manufacturing
Water crisis Ever-changing markets
Demand for everyday green Open labour markets
Experiencing nature Continuous learning
TRENDS
Technology driven by wicked problems Services
Loosening of family ties
Emancipation through education
Open information = open education
Proficiency in teaching
Armies of the idle
Equal rights to education
Increasing equality Collaboration skills
Rights of the individual Consumption driven leisure time
Capability to re-learn Amateur enthusiasts
Quality of life attracts talent Experience economy
Dismantling hierarchical systems
Science and Technology driven change
Flexible and adaptable competencies
Governance of technology
Search for meanings
User-focused design

27. h
TASKS

47. h

48. A COUNTRY BRAND COULD
HELP THE SOCIETY THROUGH...

49. A COUNTRY BRAND COULD
HELP THE SOCIETY THROUGH...
‣CREATING INSPIRING SLOGANS

50. A COUNTRY BRAND COULD
HELP THE SOCIETY THROUGH...
‣CREATING INSPIRING SLOGANS
‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY
WITH

51. A COUNTRY BRAND COULD
HELP THE SOCIETY THROUGH...
‣CREATING INSPIRING SLOGANS
‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY
WITH
‣CASTING AN UTOPIA OF BETTER FUTURE

52. A COUNTRY BRAND COULD
HELP THE SOCIETY THROUGH...
‣CREATING INSPIRING SLOGANS
‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY
WITH
‣CASTING AN UTOPIA OF BETTER FUTURE
‣BUILDING A PROGRAMME TO MEET THE
GRAND CHALLENGES

53. A COUNTRY BRAND COULD
HELP THE SOCIETY THROUGH...
‣CREATING INSPIRING SLOGANS
‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY
WITH
‣CASTING AN UTOPIA OF BETTER FUTURE
‣BUILDING A PROGRAMME TO MEET THE
GRAND CHALLENGES
‣FOSTERING THE EXISTING, RESILIENT
STRENGTHS

54. A COUNTRY BRAND COULD
HELP THE SOCIETY THROUGH...
‣CREATING INSPIRING SLOGANS
‣OFFERING AN ICON FOR CITIZENS TO IDENTIFY
WITH
‣CASTING AN UTOPIA OF BETTER FUTURE
‣BUILDING A PROGRAMME TO MEET THE
GRAND CHALLENGES
‣FOSTERING THE EXISTING, RESILIENT
STRENGTHS

55. WHAT IS THE
SOURCE OF
THE
STRENGTHS ?

57. ”The commons is terminology
referring to resources that are
collectively owned or shared between or
among populations.”

59. Education

60. Education
is not only about high quality public schools; it
is also about pro-education attitudes at
homes, appreciation of teachers and
popularity of teaching career.

61. Education
is not only about high quality public schools; it
is also about pro-education attitudes at
homes, appreciation of teachers and
popularity of teaching career.
=

62. Education
is not only about high quality public schools; it
is also about pro-education attitudes at
homes, appreciation of teachers and
popularity of teaching career.
=
is more of a commons than public property.

63. “HOW
FINLAND WILL
SOLVE THE
WORLD’S MOST
WICKED
PROBLEMS?”

64. Wicked problems definition by Jeff Conklin
1.The problem is not understood until after the
formulation of a solution.
2.Wicked problems have no stopping rule.
3.Solutions to wicked problems are not right or wrong.
4.Every wicked problem is essentially novel and unique.
5.Every solution to a wicked problem is a 'one shot
operation'
6.Wicked problems have no given alternative solutions.

66. Wicked problems = endless opportunities
Wicked problems = ethical basis for motivation

67. WHAT ARE
THE TASKS
FOR?

68. Scarcity of natural
resources
Ageing
population
Open
information
Global culture
Problems in
engageing

69. Scarcity of natural State
resources
Municipality
Ageing
population
Open
information
Global culture
Problems in NGOs
engageing
Corporations

70. Scarcity of natural State
resources
Municipality
Ageing
population
Open
information
COUNTRY
BRAND
Global culture
Problems in NGOs
engageing
Corporations

71. BRANDING

72. DE
BRANDING

73. DE MOCRATIC
EP
BRANDING

74. WHAT NEXT?

75. MISSION FOR
FINLAND
-TASK FORCE?

76. MISSION FOR
FINLAND
-TASK FORCE?
...and other interested partners

77. FURTHER STUDY:
A COUNTRY
BRAND AS A TOOL
FOR PLANNING/
FORESIGHT/
ENGAGEING