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.