HERE is not cover olored users hoose white).
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
INSERT PHOTO HERE OF KONTRAPUNKT’S OFFICES
www
ONLY o lines
tation y one btitle' ds so of the h this btitle' uld be wise.
ooter
BRANDING OF GREENLAND - A CASE STORY Presentation 1/9 - 2006, Danish Ministry of Economic and Business Affairs 1
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
?
HERE is not cover olored users hoose white).
ONLY o lines
WHAT IS GREENLAND?
tation y one btitle' ds so of the h this btitle' uld be wise.
World’s largest island Unspoiled Arctic nature Rich on natural resources: Water, ice, fish, minerals An independent part of Denmark, Seeks economic independence
ooter
www
2
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
THE BRAND PROJECT (2004 -) In 2004 the Home Rule Government and the Tourism Organization “Greenland Tourism” decided to begin the process of improving the “Greenland brand”. The objective of the brand project was help accellerate growth in the domestic economy and thereby help make Greenland economically independent. Main focus was exports and tourism. The Home Rule Government hired Kontrapunkt for strategic and creative advice.
.
LIMIT
ooter
CONT
The project is ongoing and run by an Expo-board. MAXIMUM CONTENT WIDTH
3
LIMIT
ooter
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
THE STEPS OF BRANDING A COUNTRY Goals Establish an organizational setup for the process with clear political goals and the necessary means and competencies.
Perceptions What are the perceptions of the brand externally and internally? What does key stakeholders in business community and other areas think needs to be done?
Incorporate into sub-area strategy Incorporate the concept into the strategies of the tourism, the investor and export organizations.
Competitiveness assessment
Partnership
Assess the key economic brand related challenges of the country? What is the competitive advantages? In what areas can an improved brand benefit the economy? What is the potential economic impact?
Establish relations to key stakeholders in the business community and among organizations (tourism board, export and investment organizations and municipal organizations). Buy in in an early phase is key to success.
Creative concept
Presentation and testing
Concept for the brand including positioning, brand essence and values, key messages and concrete actionable ideas.
Testing among key internal and external stakeholder. Further development of the concept.
Activities
Measurement
Develop a plan of key activities internally and externally to support the brand (products, communication, experience and behaviour).
Carry out the activities and create an organizational set-up for the the different organizations and key businesses to 4 coordinate. Measure the impact annually.
MAXIMUM CONTENT WIDTH
The K shoul a whi the w the co
CONT
LIMIT
ooter
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
A SIX MONTH PROJECT (2004 - 2005) FOCUSED ON THREE ASPECTS Goals Establish an organizational setup for the process with clear political goals and the necessary means and competencies.
Perceptions What are the perceptions of the brand externally and internally? What does key stakeholders in business community and other areas think needs to be done?
Incorporate into sub-area strategy Incorporate the concept into the strategies of the tourism, the investor and export organizations.
Competitiveness assessment
Partnership
Assess the key economic brand related challenges of the country? What is the competitive advantages? In what areas can an improved brand benefit the economy? What is the potential economic impact?
Establish relations to key stakeholders in the business community and among organizations (tourism board, export and investment organizations and municipal organizations). Buy in in an early phase is key to success.
Creative concept
Presentation and testing
Concept for the brand including positioning, brand essence and values, key messages and concrete actionable ideas.
Testing among key internal and external stakeholder. Further development of the concept.
Activities
Measurement
Develop a plan of key activities internally and externally to support the brand (products, communication, experience and behaviour).
Carry out the activities and create an organizational set-up for the the different organizations and key businesses to 5 coordinate. Measure the impact annually.
MAXIMUM CONTENT WIDTH
The K shoul a whi the w the co
CONT
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
A COUNTRY BRAND MUST MEASURED ON DIRECT ECONOMIC IMPACT - NOT PERCEPTIONS - TO GUIDE WHERE AND WHAT TO INVEST Political influence
Tourism Increased marketing efficiency Higher prices Increased loyalty
Brand loyalty
Brand knowledge
Brand value Export Marketing efficiency Higher prices
Perceived value
Easier access to new markets
Brand associations
Trade negotiationd Access to markeds Subsidies
Internal value United direction Pride Less imigration Understanding of the growth policy Encouraging entrepreneurship
The K shoul a whi the w the co
Investments
Loyalty towards products
Marketing efficiency Attraction of knowledge workers
LIMIT
ooter
CONT 6
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
THREE MAIN DELIVERABLES
Competitive strategy
Action points
Brand platform
The K shoul a whi the w the co
LIMIT
CONT
ooter
7
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
Competitive strategy
Action points
TIP / Use View > Guides (Apple-G) to toggle guides on/off
Brand platform
The K shoul a whi the w the co
LIMIT
CONT
ooter
8
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
HERE is not cover olored users hoose white).
www
ONLY o lines
tation y one btitle' ds so of the h this btitle' uld be wise.
ooter
GREENLAND IS NOT A LOW-INCOME COUNTRY
Kilde: 2002. Grønlands Statistik og OECD
9
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
COSTS LEADERSHIP
LIMIT
ooter
CONT
Kilde: Dansk Industri og Kontrapunkt analyser. MAXIMUM CONTENT WIDTH
10
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
SHRIMPS ARE ALL OVER THE PLACE, BUT TOURISM HAS HUGE POTENTIAL
LIMIT
ooter
CONT Kilde: Grønlands statistik: Samlet eksport: Ca. 2,3 mia. kr. Turisme strategi
MAXIMUM CONTENT WIDTH
11
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
SHRIMP EXPORT DOMINATES...
LIMIT
ooter
CONT 12
Kilde: Grønlands statistik. MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
... BUT GLOBAL SHRIMP PRICES ARE IN DECLINE...
LIMIT
ooter
CONT
Kilde: Grønlands Statistik.
13
MAXIMUM CONTENT WIDTH
HERE is not cover olored users hoose white).
ONLY o lines
tation y one btitle' ds so of the h this btitle' uld be wise.
ooter
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
Coffee
Illy
Milano
x8
Salt
Maldon Sea Salt
England
x12
Sugar
Cuban Sugar
Cuba
x7
Shrimps
Royal Greenland x 1,3 Greenland
www
14
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
FUR EXPORT IS COMPETITIVE DUE TO UPMARKET STRATEGY
LIMIT
ooter
CONT
Note: Kontrapunkt vurdering i samarbejde med Great Greenland. MAXIMUM CONTENT WIDTH
15
LIMIT
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
THE GREENLAND BRAND MUST SUPPORT A TRANSITION TO COMPETITIVE UPMARKET EXPORTS
ooter
CONT 16
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
Competitive strategy
TIP / Use View > Guides (Apple-G) to toggle guides on/off
Action points
Brand platform
The K shoul a whi the w the co
LIMIT
CONT
ooter
17
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
THE MANY SMALL, CONCRETE OPPORTUNITIES The project identified around 25 concreate initiatives to build the brand and accellerate growth
LIMIT
CONT
ooter
18
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
Direct flight to USA Make Greenland a stop-over
LIMIT
CONT
ooter
19
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
Production of minerals to high end constructions - Greenland stone, a new luxury
LIMIT
CONT
ooter
20
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
Sell the melting water
LIMIT
CONT
ooter
21
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
Develop exclusive foods
LIMIT
CONT
ooter
22
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
Competitive strategy
Action points
TIP / Use View > Guides (Apple-G) to toggle guides on/off
Brand platform
The K shoul a whi the w the co
LIMIT
CONT
ooter
23
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
Value map Relevance
Freedom, possibilities
Rough nature
Pure
Grand
Peace, harmony, quiet
?
Authenticity
Icebergs Open, warm
Contrasts: Light / dark
The K shoul a whi the w the co
Inuit culture
Eternal
LIMIT
CONT
Differentiation 24
ooter MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
Relevance
Freedom, possibilities Pure
Rough nature Power of Nature Grand
Peace, harmony, quiet
Authenticity
Icebergs Open, warm
Contrasts: Light / dark
The K shoul a whi the w the co
Inuit culture
Eternal
LIMIT
CONT
Differentiation 25
ooter MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
Power of Nature
The K shoul a whi the w the co
LIMIT
CONT
ooter
26
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
Greenland has a century old tradition of exploiting natural resources in a respectful manner to maintain life. The future of Greenland lies in the continuation of this tradition.
The K shoul a whi the w the co
LIMIT
CONT
ooter
27
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
Greenland strives to be the best country in the world to exploit natural resources in a respectful way.
The K shoul a whi the w the co
LIMIT
CONT
ooter
28
MAXIMUM CONTENT WIDTH
LIMIT
ooter
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
The K shoul a whi the w the co
Greenland will make a living through the export of natural products, be it minerals, fish, water, energy or enzymes. Greenland will research and further develop methods to exploit nature’s raw materials.29 MAXIMUM CONTENT WIDTH
CONT
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
”Power of Nature” encapsulates Greenland’s history, its culture and its future.
The K shoul a whi the w the co
LIMIT
CONT
ooter
30
MAXIMUM CONTENT WIDTH
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
Brand concept
Power of nature Sender
Greenland
The K shoul a whi the w the co
Values
Rough - Pristine - Spirit - Grand - Origin
LIMIT
CONT
ooter
31
MAXIMUM CONTENT WIDTH
HERE is not cover olored users hoose white).
ONLY o lines
tation y one btitle' ds so of the h this btitle' uld be wise.
ooter
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
RESULTS SO FAR 1: Common vision. Up market strategy adopted by the Greenlandic business community Royal Greenland launches premier brand in the autumn - new price, retail and design strategy
2: Focus on new markets Air Greenland opens route to North America - Joint marketing efforts in Europe between shrimp, general foods and travel industries
3: Increased confidence and entrepreneurship
www
- ‘We can do it’ attitude and entrepreneurship: Micro breweries and vodka distilleries exporting to Europe and North America
4: Marketing efficiency and increased coordination - Expo board established - CEOs of top20 Greenland companies plus civil servants - Brand project group - VPs of marketing of top5 Greenland companies plus civil servants - Coordinated marketing campaigns. Pilot project in London. Shared public private expenses. 32
HERE is not cover olored users hoose white).
ONLY o lines
tation y one btitle' ds so of the h this btitle' uld be wise.
ooter
Kontrapunkt PowerPoint Template / Release date: 2004-09-16
TIP / Use View > Guides (Apple-G) to toggle guides on/off
LEARNINGS The economy Measure economic impact, not values. This enables more rational decision making.
Link to sub-area strategy Coordinate, but let each sub-area define own strategies linked to the vision. Don’t make the scope to broad.
www
Concrete ideas and actions Abstract brand vision can be very controversial but with little concrete impact. Don’t preach it. Focus on concrete actionable ideas that demonstrate the essence.
Facilitate coordination There are huge gains and quick wins from improved coordination.
33
