Redefining the NZ Brand – Ideas for 29 September 2013 on Radio New Zealand – Featuring among others, Malcolm Wright
This is a timely debate.
“Ideas takes a look at how New Zealand presents itself to the world and asks, has the time come for a re-think of our brand? Historian Richard Wolfe talks to Jeremy Rose about New Zealand’s earliest efforts to promote itself to the world; and Chris Laidlaw talks to Massey University Professor of Marketing Malcolm Wright, and branding expert Joe Pope.”
Malcolm makes a good point about the key issue of getting attention. A good example of this is the Hobbit effect. This year I found when going to the USA that a lot of consumers had increased their awareness and attention to NZ because of the exposure created by The Hobbit and also I presume, Lord of The Rings. I suspect Lord of The Rings opened the door to attention.The Hobbit actually drove attention and recall. One also needs to consider the investment behind this level of attention.
Reblogged this on Robert Davis and commented:
I think we need to start rethinking the brand NZ. Move away from Milk, Rugby and the so called No 8 wire, green perspective. It is not saying we need to ditch these values.