Milano talk

transcript

“To See Ourselves as Others See Us”

Charlie Robertson And

Kim Sheehan

Perceptions of Nations and how these are used in Marketing and Advertising

Nation Branding

• “Measuring, building and managing the reputation of countries” (Olins, 2002)

• “A country’s identity that has been proactively distilled, interpreted, internalized and projected internationally in order to gain international recognition and to construct a favorable national image” (Akotia, 2009)

Diplomatic ability gained throughout communication of a country’s culture, political ideas, and policies.

• Opposed to ‘hard power’: coercion through military strength

• Soft power affects tourism, internal investments, exports, pride

Nye’s Notion of Soft Power

A Nation’s Brand = Its People

• Based on values• Economic standards, quality of life,

education• Built over years• So…..

International Number Ones

Selective Values

• Data from “Information is Beautiful” blog

• London-based author

• London is best at “CCTV”

2014 Commonwealth Games

• Known as “The Friendly Games”• Decision date: November, 2007• Bidding cities

– Glasgow, Scotland– Abuja, Nigeria– Halifax, Canada

“The Friendly Games”: October 2006

• The documentary “Feral Boys of Glasgow” aired on CBC-TV

• “I’ll take you to a very dangerous place. Not Iraq or Afghanistan, but Glasgow. When the sun goes down, the feral boys come out.”

• Portrayed Glasgow as a city gripped by gang violence for over 100 years

Response to “Feral Boys of Glasgow”

• Broad international media coverage• Hundreds of online conversations• Example conversation comparing Glasgow to Canada:

“ I think there’s at least a logical element at work with the crimes being committed in Rexdale. When there's violence, it's usually for the purposes of material gain, or to get revenge on someone who's impeded your efforts or disrespected you in some way. With these Glasgow yobs (I think I'm using that word right!) they just want cut each other up "because."

The Friendly Games:May 2007

• Nigerian sports minister broke rules which forbid competitive cities from commenting on other bids

• Commented on Glasgow’s crime and compared it, unfavorably, to stats of the capital city of Nigeria

The Friendly Games: November 2007

• Abuja, Nigeria was seen as the favorite, as Africa had never hosted the Games

• Halifax withdrew after government pulled funding

• 2014 Games awarded to Glasgow because of their technical expertise from hosting other types of games

• Vote:

Welcome to Glasgow

Home of the Commonwealth Games 2014

Key Challenges

• Being aware of the negative messages• Addressing message complexity• Our investigation concerns perceptions of

national characteristics:– “To See Ourselves as Others See Us”

Our concept is: The Russian Doll theory-multi layers with common thread

Extracts from To A LouseBy Robert Burns

[On seeing one on a well dressed lady's bonnet, at church.]

Ha! Ye ugly, creepin, blastit wonner,

Detested, shunn'd by saunt an' sinner,How dare ye set your fit upon her,Sae fine a lady!Gae somewhere else, and seek your dinnerOn some poor body.

O wad some Pow'r the giftie gie usTo see oursels as others see us!It wad frae mony a blunder free us,An' foolish notion!

Our journey

• A range of observations, frameworks and hypotheses fused in to the – Russian Doll Theory

Glasgow-Boston-Milan-Moscow, a detour to Oslo, via Wales and back to Glasgow

• Identifying the universal, the particular, the local versus general and downright peculiar to create a general theory

SheehanTours

A range of aspects arise in communications using facets of Nations and their traits

• Tribalism• Caricature• Stereotype• Typecasting• Archetype• Epitomes of national characteristics

Some stopping points on the tour• Commnet on Glasgow’s violent image vs. Milan• Identifying a defining characteristic of a nation• Key facets of culture• Nicolson 2 book theory and Belli’s use of idioms• Observational framework to depict nations, with examples• Semiotics of national currency• Thinking of nations as brands driven by values• How brands can define nations• Unification emphasises differences, with an example counter to this• 3 ways to use national provenance in branding• Sheenan’s Russian Doll Theory

– Part 1 – Big vs. Wee (small)– Part 2 – Dolls with different faces– Part 3 – The multi layered self

“This is Scotland; we’ll just set aboot ye!”

• John Smeaton - Hero For Our Time:

• One Brave Weegie Takes on al-Qaeda

"Il bue che dice cornuto all'asino"

Definition of nation

A social group which shares a common ideology, common institutions, and customs, and a sense of homogeneity.‘Nation’ is difficult to define so precisely as to differentiate the term from from such other groups as religious sects, which exhibit some of the same characteristics. In the nation, however, there is also present a strong group ‘sense’ of belonging associated with a particular territory considered to be peculiarly its own.

A social group which shares a common ideology, common institutions, and customs, and a sense of homogeneity.‘Nation’ is difficult to define so precisely as to differentiate the term from from such other groups as religious sects, which exhibit some of the same characteristics.

In the nation, however, there is also present a strong group ‘sense’ of belonging associated with a particular territory considered to be peculiarly its own.

Add Trompenars Layers of Culture on to this to think of differentiation and belonging ...

Artifacts and products; the surface differences

Norms and values

Underlying assumptions

Add Trompenars Layers of Culture on to this ...

Artifacts and products; the surface differences

Norms and values

Underlying assumptions

...for, as long as but a hundred of us remain alive, never will we on any conditions be brought under English rule. It is in truth not for glory, nor riches, nor honours that we are fighting, but for freedom – for that alone, which no honest man gives up but with life itself.

Nicolson 2 book theory

• Read 2 books about a country; – an outsider looking in – an insider looking out

Universality in idioms

• Nicola Belli’s use of idioms

• The Milanese explained - he is from Parma

Populations Imbued by a Myth of Common Descent

Religion

Geography

Climate

Architecture

Currency

HeraldryPastSufferings

EconomicTrend

Heroes

VillainsFood

Habits

CommunityEvents

Moral Values Art & Literature

Idioms & legends

Spot the Nation

•A: England

Populations Imbued by a Myth of Common Descent

Religion

Geography

Climate

Architecture

Currency

Heraldry

Past Sufferings

Economic Trend

Villains

Habits

CommunityEvents

Moral Values Art & Literature

Idioms & legends

Heroes

Owain Glyndŵr Rebel leader and early exponent of guerrilla warfare whose popular uprising against English rule in the early 15th century lasted more than a decade

Use the Semiotics of Money

Define the Core Values of Nations as brands

• Gather image and word associations• Cluster these• Distil them to no more than five • Define an underlying value to the cluster

– Values drive behaviour

unease uncertainty

the East

peer group pressure

German Brand Values

achievements

business

Beethoven

philosophers

regard for others

concerned

Founders of the (EEC) EUUnification

fear of being wrong

Shame of the past

winning

self fulfilment

number one

best cars

Big and Rich

sports, football

arrogant

correct

heroes

Weimar

Strive for leadershipIn sustainability

unease uncertainty

the East

peer group pressure

German Brand Values

achievements

business

Idealism(historical)

Beethoven

philosophers

Citizenship

regard for others

concerned

Insecurity

Unificationfear of being wrong

Shame of the past

Success

winning

self fulfilment

number one

best cars

Big and Rich

sports, football

arrogant

correct

heroes

Weimar

Strive for leadershipIn sustainability

Founders of the (EEC) EU

Fearsomeness of Scots- rooted in values

• The levels of threat storyThreat levels have been raised and the English went from Miffed to PeevedThen irritatedTo - A Bit Cross.

Terrorists have been re-categorised from "Tiresome" to a "Bloody Nuisance.”The last time the English issued a "Bloody Nuisance" warning level was when tea was in short supply in 1940.

The Scots raised their threat level from "Pissed Off" to "Let's get the Bastards" They don't have any other levels. – which is why they are the front line troops of the British Army

Analyse Brands as Embodiments of Nations

Authoritative Creative

Copes easily with ambiguity

Diverse

Credible

Integrity

Respect

Truthful

Enriching

Equitable

Leadership Distinctive

Ethical

Knowledgeable

Innovation

RiskTaking

Objective

Supports eccentric Individuals

Honest

What gets reported gets talked about and what gets talked about gets reported

Brands as Embodiments of Nations

A deep need to Escape from Germany

Brands as Embodiments of Nations

A Peculiar Universality- a singing competition to bring us all together

Ad break from Oslo

QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.

Sources of Image Leverage

CountryImage

Brand Image

CompanyImage

IndustryImage

Source: Dowling’s Corporate Reputation

t ter b

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3 sources of marketing leverage using national identity

1. Countries have reputations for excellence Made in country x carries weight for different

industries e.g. Swiss watches

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Made In...

GOVAN VILNIUS

The first ‘made in’ was a defensive move

- a mark to differentiate English knives from cheap German imports

1. Countries have reputations for excellence Made in country x carries weight for different industries

e.g. Swiss Banking

2. Brands can utilise aspects of country image and confer values on country image e.g. Coca Cola, Levis, Disney epitomise USA internationally e.g. Mercedes, BMW, VW, Audi embody Germany’s superior engineering

& the Swiss make great chocolate

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Swiss ad break using negative associations

1. Countries have reputations for excellence Made in country x carries weight for different industries

e.g. Swiss Banking

2. Brands can utilise aspects of country image and confer values on country image

e.g. Coca Cola, Levis, Disney epitomise USA internationally e.g. Mercedes, BMW, VW, Audi

3.Companies can position themselves as flagships e.g. Qantas - the spirit of Australia.

Note how British companies divorce from nationhood e.g. BA, BP

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3 sources of marketing leverage using national identity1. Countries have reputations for excellence Made in country x carries weight for different industries

e.g. Swiss Banking

2. Brands can utilise aspects of country image and confer values on country image

e.g. Coca Cola, Levis, Disney epitomise USA internationally e.g. Mercedes, BMW, VW, Audi

3.Companies can position themselves as flagships for countries e.g. Qantas - the spirit of Australia.

Note how British companies divorce from nationhood e.g. BA, BP

t ter b

r an d

The sense of belonging notion

• Russian Doll Theory part 1 of 3

Up close and

personal

SocietalScale

Global

How we relate to the world

Up close and

personal

SocietalScale

Global

UK’s longest running and most watched soap opera – all on one street in Northern England

Up close and

personal

SocietalScale

Global

UK’s longest running and most watched soap opera – all on one street

First ever comprehensive series on the natural history of the world's oceans by the BBC included creatures and behaviour that had previously never been filmed

http://www.youtube.com/watch?v=O6Cjced9RX0

Up close and

personal

SocietalScale

Global

http://www.youtube.com/watch?v=68t6PhbYiSo

In the middle of WW2 – save one young man and bring him home to Mom

First ever comprehensive series on the natural history of the world's oceans included creatures and behaviour that had previously never been filmed

http://www.youtube.com/watch?v=O6Cjced9RX0

http://www.bing.com/videos/search?q=youtube%20Blue%20Planet&docid=1596029206935&mid=191A73D503702C074739191A73D503702C074739&FORM=LKVR3#

Up close and

personal

SocietalScale

Global

A call to the world to help recovery from a local disaster

http://www.youtube.com/watch?v=8IySBl2aq-A http://www.youtube.com/watch?v=O6Cjced9RX0

Up close and

personal

SocietalScale

Global

A call to the world to help recovery from a local disaster

http://www.youtube.com/watch?v=8IySBl2aq-A http://www.youtube.com/watch?v=O6Cjced9RX0

Russian Doll Theory part 2 of 3

• Similar and different - 4 outlooks

General

Universal

Particular

General

Universal

Particular

General

Universal

Particular

General

Universal

Particular

General

Universal

Particular

http://www.youtube.com/watch?v=t6k6JmsctwE

Russian Doll Theory part 3

• We are each multi-layered in senses of belonging– Our street– District– Town– Region– Country– Continent &.... Societal themes and causes

One world Brands

Guinness limits use of Irishness

... and returning to GlasgowGlasgu ="dear green place”

• A 15th century University town, a centre for the intellectual Scottish Enlightenment in the 18th century a global city in the 19th century with conserved architecture and a proud civic history.

Glasgow has a reputation for being

the friendliest city in the world.

... but it is the oddities that stand out

Epitome of Scotland • The Tartan Army – Scottish travelling soccer

fans have been regularly awarded a Fair Play prize

Brand defining a nation

• Scotland’s other national drink

To define what something is – first what is it not?

A Scottish Cultural Dilemma

IRN-BRU has a cunning plan.....

• Brazil have won 5 World Cups

• They’ve been at every tournament since it began

• Who better to help Scottish football than the best in the world?

IRN-BRU has a cunning plan.....

• & Like us they have friendly fans

Ambassador Archie Gemmill - Scottish Hero – best goal in world cup 1978

IRN-BRU advertising......in Brazil

Hello Brazil lets get together and make Scotland magic at football

• With Bruzilian help – Scotland will win the World Cup in 2034!• IRN-BRU encourages “closer relationships” between Brazil and Scotland – the result will be a victorious Scottish 2034 World Cup team.......

IRN-BRU advertising......in Brazil

Hello Brazil lets get together and make Scotland magic at football

Bru-zil 2034 soccer world cup bidneeds Brazilian Scots babies now

Thank YouKim Sheehanksheehan@uoregon.edu& Charlie Robertsoncharlie@redspiderglobal.com

Why do the Welsh wear Daffodils for St David’s day?

Football injects madness in men• http://www.youtube.com/watch?v=NVT-NK_c6LU

Local Rivalry runs deep

• Owned by Prime Mister Silvio Berlusconi

Competitive Stance fuels creative communications

Milan banner saying "Inter, the true comedy since 1908," with a caricature of Dante

Ostrogoths, Visigoths, Vandals, and Germans tried to destroy the ColiseumWill the Romans be able to do it?

One ticket for any transport in Zurich- Idea could adapt to any town

The Arrival of Freestyle Skateboarders

Audi ad

British Council’s English Language Courses

Generic Language School Proposition, with a twist

A Universal Peculiarity

• January 25th • All over the world people celebrate• Many men in tartan kilts, stand and applaud

the parade of a haggis, which is then addressed with a poem and stabbed with a ceremonial dagger

• Then served up to be eaten with mash potatoes and turnip with a glass of whisky.

General

Universal

Particular

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