Brand NZ is making some progress towards achieving its immediate objectives of brand usage and exposure, but it is important to emphasise that it is a long-term project and the level of funding allocated is such that it is unlikely to significantly alter international perceptions (i.e. intermediate and ultimate outcomes) in the near future. The programme is intended to change perceptions over time in a ‘snowball’-like fashion, whereby one success story after another is communicated to the global marketplace so that a common perception begins to build about New Zealand’s capability as a place where innovative, creative and technologically-advanced individuals and companies exist.
So reads the 2006 Ëvaluation of Brand New Zealand by the Ministry of Economic Development. This 71 page document has the feel of an accounting, rather than a marketing, report. It reads like a eulogy and formal wrapping up of a project which consumed some cash, was well intended, but didn’t quite make it.
Essentially the way the Brand New Zealand concept worked was that participating companies, once assessed for worthiness and having paid their fees, were able to use the logo on their packaging and promotions. Trade and Tourism New Zealand also undertook to use the logo in all their marketing – thus becoming the core advertisers of the brand. The theory was to reach critical mass in a big world by everyone supporting the same “brand”. Government would burden the big marketing costs like advertising via its two participating agencies. Businesses would give the brand touchdown and reach by using it on their products and in their services.
Nice theory, and probably more than half right. Where it fell over was in understanding what a brand is. A brand is not a logo. A logo is just part of a tool kit that supports a brand and helps make it more tangible. Recall that a brand only exists in the minds of consumers we want to buy our products and services. Then we can immediately see why passively slapping a small logo on a bunch of packages and in the bottom right hand corner of some ads is not going to cover the distance needed to build a brand.
But there is something in the concept of a New Zealand “brand”, in terms of benefits to products and services under its umbrella. For example, Chief Executive of Textiles NZ, Elizabeth Tennet believes companies need
branding that tells the New Zealand story, and to collaborate to win niche opportunities
The Brand New Zealand project’s original strategy had some good stuff.
Ensuring that all messages about New Zealand communicated by the public and private sectors are alligned, support the overall brand positioning, and are of high quality. This requires an understanding of branding in the private sector, and expertise to develop strong brands. Without this alignment, national promotion will be ineffective, as the different players will promote disparate and possibly conflicting images of the country.
The most effective way to build a national brand is to identify opportunities – real businesses, events, trade activities – which exemplify the brand, and develop communications strategies and events to promote them to the appropriate target audiences. In this way the brand immediately has credibility. For example, The Lord of the Rings has been used in this way to promote New Zealand’s capability in screen production. This approach is much more effective than advertising, which is often cynically received…The total impact of the brand strategy arises through conveying the same brand messages to a number of audiences; and in so doing, creating a generic impression of New Zealand which transcends specific businesses, industries etc.
The Brand New Zealand project didn’t get it right first time. But its objective was right. The concept of getting synergy and power out of all New Zealand’s sectors working together towards creating a common brand in international markets remains tantalizingly appealing. As our rugby commentators often say “right idea, wrong execution”. So just like in rugby, we mustn’t give up after the first attempt. We need to find that right execution.
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