Nordicum - Real Estate Annual Finland 2011 | Page 10

SELLING FINLAND

Is there a Finn on board?
Photo: City of Helsinki Tourist and Convention Bureau’s Material Bank/Sakke Somerma

Finland wants to be the problem-solving superhero for the world
Lincoln Steffens, an American journalist returning from the Soviet Union
in 1921, remarked “I’ve seen the future and it works.” The Soviet Union
is long gone, but a certain neighbouring country of the former communist
giant is now laying claim to the future.
ation-branding has been on everybody’s mind in Finland lately. In November, the national branding team
presented its final report to a country eager to find out what it is exactly that makes
us tick – and whether that is the right kind
of tick.
Set up two years ago by Foreign Minister Alexander Stubb, the branding team has
been in public’s eye quite a bit – largely due
to the fact that the person heading the effort
was Jorma Ollila, Chairman of both Nokia
and Shell. Furthermore, the 20+ team included people from all walks of life, throwing in CEOs, artists and soccer players to
talk about the essence of Finland and its
people.
From the very beginning, it seemed
clear that this committee would not draw

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up a report simply for librarian purposes –
the idea was to involve the citizens in the
process as well. As a result, there have been
websites, TV shows and books dedicated
to the business of branding Finland. As the
branding team laboured under taskmaster
Ollila’s direction, also outside consultants
were used, the most notable of which being
Simon Anholt, the father of nation branding.

Targeting 2030
Everybody involved in the process recognised that this is a long-term effort.
What took two years in planning,
will take two decades to materialise – if you’re lucky.

Still, in ancient Seneca’s words: When a
man does not know what harbor he is making for, no wind is the right wind. The branding team wanted to set up a target image for
the Finns to aim for.
And quite an image it is. The branding
team challenges Finland to become the planet’s problem-solver by 2030. Using practical and forthright approach in matters both
great and small, Finns must charge out into the world, resolving dilemmas associated with international conflicts, water shortage and education.
Upon presenting this vision to the public for the first time, it was noteworthy that
Jorma Ollila was not donning a cape – but
he might as well have. The same high-flying
visions were echoed by Minister
Stubb who soon took to the
stage. Poor self-esteem – often described to be a national ailment – was clearly
not a problem for this
dynamic duo.