Branding Finland

Finnish companies have been bashed over marketing skills for ages. And just on our flight back home from Amsterdam was I yet again reminded of this subject thanks to Monocle's latest issue (issue 39. vol 04). In its soft power survey, which concentrates on soft diplomacy and branding cultural icons, Finland ranked 9th after our Scandinavian counterparts Sweden (6th) and Denmark (7th). The fix summary concluded that even though Finland is notable for its design heritage, we could export our gems far more effectively.


Yes, we are design lovers. Needless to say that Aalto University carries the legacy of beloved Alvar Aalto and is on its journey of combining the state of art of design, business and technology. And taking it to another level by joining forces internationally with Aalto Tongji Design Factory. Not only on institutional and national level, we also have witnessed genius masterstrokes by individuals such as HEL YES! temporary 'pop-up' restaurant which operated in London last autumn. 

HEL YES! Check Esquire's review here.

Marketing is topical subject now as the design field is buzzing: Turku is the European Capital of Culture this year where Helsinki takes off as World's Design capital 2012 the following year. At the moment our marketing strategy seems to be exporting by importing tourists and visitors. This brings great opportunities to show the uniqueness of our country in the ethos of soft diplomacy.


So what kind of brand is Finland? Design, nature and technology driven no doubt. But what does this really mean? In stead of spoiling the fun by summarizing The Monocle Finland Survey 2010/11 included in the volume, I'm just going to link three examples to illustrate where we are coming from:

'What you see is what you get. We are a no-bullshit country.'

Alexander Stubb, Minister of Foreign Affairs, when asked how would he describe the Finnish mentality. More interesting opinions in his blog. And BTW, Finland spends 3.8% of its GDP on research and development - the second highest amount in the world.

'It's difficult for them because there aren't many 'real' jobs. But the young generation is incredibly enterprising and are starting projects spanning many different industries. There's a great sense of 'doing'.'


Comtemporary designer Harri Koskinen on how hard it is for young Finnish designers today.


'Finland is home. But it's always nice to get away once a year.'


Santa Clause, Logistics Expert, about his thoughts of homeland. Another example of black humor worthwhile to check is Rare Exports by Jalmari Helander, which also was in the top 3 of new Finnish movies.




From Finland with Love,


Saara