Wally Olins For 2nd Innovative Economy Congress - Warsaw - Poland

A Polish national
brand
2nd Innovative Economy Congress
Warsaw, Poland
7th June 2011
Saffron Brand Consultants
June 17, 2011
Is this what national

identity means?
June 17, 2011
June 17, 2011
The nation
"Language, religion, territory, history,
sport, culture and the rest of it make up
national sentiment
National sentiment makes the nation".
-Eric Hobsbawm
Nations and Nationalism since 1780: Programme, Myth, Reality
June 17, 2011
Life, liberty and

the pursuit of
happiness
- USA, 1783
June 17, 2011
Libert,
galit,
fraternit
June 17, 2011
He gave Poland
freedom,
boundaries, power
and respect.
-President IgnacyMocicki, speaking at Pilsudskis funeral in 1935
June 17, 2011
1919
69 nations
June 17, 2011
1919
1949
69 nations
95 nations
June 17, 2011
1919
1949
2011
69 nations
95 nations
195 nations
June 17, 2011
Proliferation of nations
June 17, 2011
The nation
"Language, religion, territory, history,
sport, culture and the rest of it make up
national sentiment
National sentiment makes the nation".
-Eric Hobsbawm
Nations and Nationalism since 1780: Programme, Myth, Reality
June 17, 2011
The nation in the 21st century
+ 1 more thing
June 17, 2011
The nation in the 21st century
+ 1 more thing
The commercial imperative
June 17, 2011
Nations compete
Old style nationalism is not dead.
June 17, 2011
Nations compete
But nations today are also competing for prosperity.
June 17, 2011
Nations compete
But nations today are also competing for prosperity.
Branding the nation is now a commercial imperative.
June 17, 2011
Globalisation happened
June 17, 2011
Globalisation manufacturing
June 17, 2011
Globalisation services
June 17, 2011
Globalisation capital
June 17, 2011
Globalisation tourism
June 17, 2011
Globalisation labour
June 17, 2011
Every nation is competing with every

other nation over everything
- Manufacturing
- Outsourcing
- Research & development
- Tourism
- Agriculture
- Raw materials
June 17, 2011
- Banking & Finance

- Education
- Culture
- Sport
- Cuisine
- Creative industries
Some nations have a

competitive advantage
June 17, 2011
Big and powerful
June 17, 2011
June 17, 2011
Up and coming
June 17, 2011
Great legacy nations
June 17, 2011
Great legacy
nations France
June 17, 2011
Great legacy
nations Italy
June 17, 2011
Great legacy
nations Germany
June 17, 2011
Great legacy nations

Great Britain
June 17, 2011
Some companies are more

important than the countries
they come from
June 17, 2011
Some companies are more

important than the countries
they come from
June 17, 2011
Its not just nations. The citystate has re-emerged.
June 17, 2011
Venice, 1730
June 17, 2011
Dubai
June 17, 2011
Singapore
June 17, 2011
Singapore
June 17, 2011
Qatar
June 17, 2011
Regions and cities are

competing too.
June 17, 2011
June 17, 2011
June 17, 2011
Everyone is competing
Nations, regions, cities.
June 17, 2011
Everyone is competing
Nations, regions, cities.
What should Poland do?
June 17, 2011
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June 17, 2011
Spain projected an idea.

Spain stands for something.
June 17, 2011
Spain projected an idea.

Spain stands for something.
Passion
June 17, 2011
What does Poland stand for?
June 17, 2011
The good news
June 17, 2011
April 2011 The Economist
June 17, 2011
Good fortune and Poland are rarely

coupled. But the biggest of the
European Unions newish members
now has something to celebrate.
June 17, 2011

Pleasingly normal.
June 17, 2011

Pleasingly normal.
The unquestioned
diplomatic and economic
heavyweight of its region.
June 17, 2011

Pleasingly normal.
The unquestioned
June 17, 2011

Pleasingly normal.
The unquestioned
June 17, 2011
Less pleasant ghosts

of the past are fading.
April 2011 The Guardian
June 17, 2011
A country getting to grips with

being normal at last.
June 17, 2011

Being in Warsaw
these days is like
being in Madrid or
Rome.
June 17, 2011

It looks more and more

like a western consumer
society, with mortgages,
private insurance schemes,
television celebrities and
entertainment culture.
June 17, 2011
Being in Warsaw
these days is like
being in Madrid or
Rome.
The bad news
June 17, 2011
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.
June 17, 2011

June 17, 2011
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!
June 17, 2011
Poland must raise its

game to regain its
rightful place at
Europes top table.
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
country by European standards.
June 17, 2011

June 17, 2011
We have human
capital: people who
want to work. But
there's not enough
investment.

The question now for
Poland, having joined Nato
in 1999 and the EU in
2004, is: what next? Where
now?
June 17, 2011
We have human
capital: people who
want to work. But
there's not enough
investment.
Geert Wilders
Dutch right winger
June 17, 2011
Geert Wilders
Dutch right winger
Drunken
thieves!
June 17, 2011
Made in?
"We made a mistake by putting Polish
on the packaging. It is sad for me to
admit it, but Polish products still have
a poor reputation in the west.
-Dr. Irena Eris
Chairman, LaboratoriumKosmetyczne Dr Irena Eris
June 17, 2011
In 2005
Saffron was commissioned to conduct
a study for a national brand for Poland.
June 17, 2011
Building a brand
FDI
Brand export
Tourism
Public diplomacy
June 17, 2011
Foreign direct
investment
June 17, 2011
Not just manufacture but also

Holiday homes, research & development,
industrial and commercial real estate, banking,
insurance, retail, exploration and development of
natural resources, call centres, skills and
knowledge, etc.
June 17, 2011
Tourism
June 17, 2011
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.
June 17, 2011
Brand export
June 17, 2011
Not just food and drink but also

Manufactured goods, people (athletes, professors,
students), the arts (music, literature, painting,
dance, film), architecture, agriculture, raw
materials, cuisine (restaurants, food), etc.
June 17, 2011
Public diplomacy
~ soft power
June 17, 2011
June 17, 2011
Not just leaders but also

Events, exhibitions, cultural institutions, festivals,
military operations, European Union, UN votes,
international treaties, trade agreements, sports,
foreign and domestic policies, government
stability, humanitarianism, etc.
June 17, 2011
Building a brand
FDI
Brand export
Idea
Tourism
Public diplomacy
June 17, 2011
Poland is unique for its dualities

East and West
regional strengths and national pride
passion and practicality
ambition and acceptance
patience and restlessness
tumult and achievement
folk art and high culture
religious fervour and scepticism
being of today and respecting yesterday
charm and toughness
right brain flair and left brain pragmatism
June 17, 2011
Twrcze napicie
June 17, 2011
Creative tension
June 17, 2011
The Polish brand

FDI
Brand export
Creative tension
Tourism
Public diplomacy
June 17, 2011
We discussed the core idea

extensively with various audiences
Tourism
Foreign direct investment
Public diplomacy
Export
Communications/media
June 17, 2011
Broad support
Epitomizes Polish paradoxicality
Encompasses contrasting nature of Poland
Allows wide scope of themes
Offers something for everyone
June 17, 2011
The ambition
June 17, 2011
The ambition
A single unique idea,

clearly visualised, which
draws everything together
and projects a coherent
message about the nation.
June 17, 2011
Next steps
Visualisation
Create a visual
Evaluation and modulation
language to make
Coordination and involvement visible the brand idea.
June 17, 2011
Next steps
Visualisation
Examine all
promotional activities
Coordination and involvement that Poland is
undertaking.
June 17, 2011
Assess how public and

private sector
organisations that
promote Poland or
promote themselves
alongside Poland might
use and project the
brand.
Next steps
Visualisation
Form a small group to
make it happen from
Coordination and involvement every sector - public
and private, business,
the arts, government.
Create a liaison system

to launch and sustain
the programme
throughout Poland and
make maximum impact.
June 17, 2011
The time is now

Presidency of the EU
Euro 2012
Government
Companies
Economic climate
The idea
June 17, 2011
The time is now

Presidency of the EU
Euro 2012
Government
Companies
Economic climate
The idea
Do it!
June 17, 2011
Thank you
Madrid
London
New York
Mumbai
Vienna
Dubai
So Paulo
Shanghai
www.saffron-consultants.com
June 17, 2011

Wally Olins For 2nd Innovative Economy Congress - Warsaw - Poland

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A Polish national

7th June 2011

Saffron Brand Consultants

June 17, 2011

Is this what national

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

June 17, 2011

Life, liberty and

Saffron Brand Consultants

June 17, 2011

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

June 17, 2011

The nation in the 21st century

Saffron Brand Consultants

June 17, 2011

The nation in the 21st century

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Every nation is competing with every

June 17, 2011

- Banking & Finance

Some nations have a

Saffron Brand Consultants

June 17, 2011

Big and powerful

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Saffron Brand Consultants

June 17, 2011

Great legacy nations