This document discusses nation branding and transformation narratives. It argues that positive transformation narratives that combine local culture, values and historical facts in a non-objective way help territories and communities build resilient identities. Territories that have developed positive narratives of transformation facing challenges are more socially sustainable and competitive. The Basque Country is used as an example of a place that transformed its narrative from one associated with violence and conflict in the 1970s to one now associated with modernity, balanced development and innovation through collective action and emphasis on its culture, language and values.

1. Nation branding,
eraldaketarako kontakizunak
Gorka Espiau Idoiaga. Euskal nazionalismoa XXI.mendean.
Euskal Herriko Unibertsitatea. 13-03-14

3. Euskaldun@k?

4. Euskaldun@k?

5. Euskaldun@k?

6. Zer gara gu?

7. konplexutasuna

8. Narratiba gabe=sinplifikazioa

9. Zer gara gu? Transizioan dagoen herria

10. Zer izan nahi dugu?

12. balore singularrak?+kontakizuna=ezberdintasuna

13. Transformation narratives.
Eraldaketarako narratibak
Real and non-cosmetic nation branding is a human process that combines
local culture and values with historical facts in a non-objective way. Local
communities and territories identify themselves with a certain set of values
that can be found in historic facts but many other values and facts that could
also be interpreted as part of their local identity are left aside.
Identity building is therefore an evolving process that can be positively or
negatively channeled through collective action.
Those cities and territories who have been able to associate themselves with
a positive narrative of transformation are more resilient and socially
sustainable, even more competitive. Those who have allowed a negative
narrative about themselves to emerge face much more serious problems to
deal with the current global challenges.

14. Basque narrative (bertsiorik hoberena)
In the late 1970s, the Basque Country was emerging from a period of forty
years of dictatorship in Spain that had repressed all expressions of a
millenary Basque identity and culture.
At that time, the Basque Country was suffering a major economic crisis, with
unemployment rates above 30% and its international image directly
associated with violence and political conflict.
Despite all these challenges, Basque People have been able to transform itself
radically leading the international rankings of social protection, health,
education and balanced income per capita during the last decades. Today,
Basque companies are present worldwide and Basque culture (language, art,
gastronomy, sport…) is associated with modernity.
The Basque experience offers the key elements to generate a new global
approach towards sustainable development transformation. An ancient way of
doing things innovatively.

15. Labur esanda.
-Krisi ekonomikoa dela eta, Euskal Herrian dagoen eztabaida.
-Baloreak eta kontakizuna behar dituen eztabaida.
-Balorerik gabe, ez dago marka sendorik.
-Kontakizuna, erabaki subjetiboetan oinarritzen da.
-Marka, munduan kokatzeko estrategia da eta aspirazioa.
-Marka, etorkizuna eraikitzeko tresna baliogarria. Ekintzarako plataforma.
-Pertzepzioak (baloreak), ideiak (kontakizuna) eta erabakiak.
-Nazioa saldu edo eraiki?
-Euskal marka eta berrikuntza soziala. Izugarrizko aukera.

16. Eskerrik asko
Twitter: @GEspiau