This issue of Business Review focuses on branding and more specifically about branding Norway. Norway has several years in a row been voted the best place in the world to live. National Geographic Magazine has also voted the fjords of Norway as the world’s best tourism destination. We can certainly be proud of the accolades. But Norway is more than nature although nature is features strongly in national branding; you may have seen and heard the slogan “Powered by Nature”. Norway is a world leader in renewable energy with 98% of Norway’s electric power coming from renewable resources. In addition, Norway is the world’s largest salmon exporter with fish coming from “the clean cold waters of Norway” and finally the Norwegian offshore industry is considered one of the most advanced in its field and Norwegian design ships are not far behind.
We all know individual Norwegian brands like Jotun, Telenor and Yara, to mention a few, but how to brand a whole nation? That is a task Norway’s Ministries of Trade and Industry and Foreign Affairs have recent taken on through revitalisation of the Team Norway concept idea: “We are too small on our own so let’s stand together and help each other” is the message. This has direct impact on Norwegian business and the message is: official Norway and its agencies as well as interest organisations like the chambers of commerce are ready to help.
To the question “What is a strong brand?” I end by quoting Olympic gold medallist Florence Griffith Joyner: “What do you need to be the best? Concentration. Discipline. A dream.”
Read on and you’ll see