Charlie Laidlaw is a director of David Gray PR and a
partner in Laidlaw Westmacott.
Companies stand or fall on the
authenticity of their brands, with brand value an integral element in corporate
and marketing strategy.
The same is true of countries, particularly
in a global economy: a pertinent observation ahead of Scotland’s independence
referendum later this year.
If Scotland does vote to go it alone, it
is the value of the country’s brand that will sustain it – driving everything
from inward tourism to international investment.
Of course, defining a national brand and
its value to the economy is virtually impossible, as perceptions vary
enormously. The Anholt-GfK Nation Brands Index, which ranks
countries against a number of criteria, offers some insight.
We are, of course, hotwired to think in
shorthand. For example, think of Italy,
and what do you associate it with?
Pizza? Ferrari? Do you have a positive view on Italian
manufacturing quality? Would you buy an
Italian product against a competitor product from, say, France?
In some instances,
the national brand guessing game is easy.
Germany, for example, despite being on the losing end of two world wars,
has achieved an international reputation for engineering excellence that has
made it the economic powerhouse of Europe.
In that sense,
Germany has reinvented itself. So too,
Japan. “Made in Japan” once meant cheap
and second-rate. Now, the Japanese
automobile and electronic industries straddle the world, and stand for excellence
and reliability.
Scotland too has
reinvented itself, most obviously by Sir Walter Scott who organised King George
IV’s visit to Edinburgh in 1822. It
represented nothing less than a national brand makeover, making all things
tartan chic and fashionable. Later,
Queen Victoria put the heroic back into the Highlands.
In some ways, for
such a small country, Scotland is overburdened by iconography: from tartan to
whisky, from lochs to glens, shortbread to haggis, bagpipes to the Loch Ness
Monster, golf to kilts…the list goes on.
National symbols
are important because they sustain economic activity. For example, Scotland’s tourism industry
employs some 200,000 people and visitors spend almost £11 billion a year – with
many of those visitors coming from other parts of the UK. Will they still come if Scotland becomes
independent?
The tourism and
hospitality industry seems split on that one, despite the Scottish government
promising to cut VAT for the sector and reduce airport tax.
Whisky is another
icon, an industry that employs 10,000 people and, according to the Scotch
Whisky Association, exports in excess of £4 billion. But food and drink extends well beyond the
water of life.
Scotland is also
home to about 25% of the UK’s beef cattle, and we catch over 50% of the
nation’s fish. Our salmon rivers are
world-famous, supporting rural and remote communities.
Or financial
services, another national icon, with Scotland also credited with “inventing”
retail banking. Yet if Scotland
achieves independence, banks would have over 1,000% of Scotland’s GDP. When Iceland’s banks went bust, their assets
were some 880% of GDP. Is that brand
strength, or brand risk?
Westminster
politicians obviously think so, having blocked Scotland from entering into a UK
Poundland after independence. Does
Scotland therefore revert to its own currency?
Or, longer term, think about the Euro?
(Incidentally, it
was Sir Isaac Newton, then Master of the Mint at the Tower of London, who brought
Scots coinage into line with the rest of Britain following the Act of Union).
The financial case
for independence is based, at least initially, on two iconic industries – North
Sea oil and the financial sector. The
SNP hopes to secure some 90% of tax from oil and gas, albeit a diminishing
source of revenue, and a healthy slice of income from the country’s financial
sector. (That’s leaving to one side the
issue of Scotland’s share of national debt).
That means that Scotland
the Brand will be dependent on a diminishing asset under its waters, and a
sector that (post-crash) the country can’t necessarily rely on to deliver a
safe return. Let’s not forget that,
against Scottish tax revenues of some £60 billion annually, the cost of the
bank bailouts was some £500 billion in loans and guarantees.
It’s why the SNP
government is keen to develop renewables as a new icon of Scottish industry,
despite some ambivalent figures – for example, that offshore wind investment
halved to £29 million last year. Biggest
blow was a decision by Scottish Power to drop plans for the £5.4 billion Argyll
Array windfarm.
Scotland has other
strengths, particularly its track record of invention: from penicillin to the
postage stamp, from TV to the telephone, the steam engine to logarithms…that
list also goes on and on, to modern advances in gaming to Dolly the Sheep. If Scotland the Brand stands for anything, it
must also be about education, innovation and invention. Medical and scientific research may become
brand icons of the new Scotland.
However, in this
year of decision, Scotland the Brand will also step onto an international
sporting stage, helping the country to redefine itself (again) as a country of
beautiful cityscapes and wilderness. The
Commonwealth Games and Ryder Cup couldn’t have come at a better time for the
pro-independence lobby.
But it’s the future
that will better define Scotland the Brand: how the country’s universities engage
internationally; how Scotland diversifies from oil and financial services; how Scotland
can find niche industries to build worldwide reputation; how it attracts inward
investment; and how it promotes its festivals, cities and landscapes.
Scotland may or may
not vote for independence. But the
debate has done one great thing for Scotland: it has raised awareness
internationally in Scotland the Brand, a marketing opportunity that the country
should grasp with both hands.
We are specialists in national and international PR strategy and
delivery. You can contact us at +44 (0) 1620 844736 or Charlie@davidgraypr.com or connect with us on
LinkedIn, Facebook or Google+.
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