ÍMYND OG ORÐSPOR ÍSLANDSMikilvægi samstillts átaks
29. MARS 2007
Aðalfundur SamtakaFerðaþjónustunnar
HALLA TÓMASDÓTTIRFramkvæmdastjóri Viðskiptaráðs
EFNISTÖK
• ÁRIÐ 2006– Upprifjun úr alþjóðlegum fjölmiðlum
• ViÐBRÖGÐ VÍ– Slá á krísuna– Langtímaverkefni í uppbyggingu orðspors og ímyndar
• ANHOLT OG NATIONAL BRANDING INDEX (NBI)
• SNILLI ÍSLANDS
“Iceland – Macro Imbalances Trigger Negative Outlook”
Fitch Ratings, February 2006
“Iceland: Geyser crisis”Danske Bank, March 2006
“Icelandic Banks: Not What You Are Thinking....
We are only at the beginning of the Icelandic Banks’ Problems
Merrill Lynch, Mars 2006
“Is Iceland facing a meltdown?”Sunday Telegraph Mars 2006
“Meltdown worries put Iceland’s UK raids under threat”
Evening Standard, Mars 2006
“Iceland’s poets of enterprise lose their rhythm”
Daily Mail, Mars 2006
“Icelandic charm melts away as debt crisis grips”
The Sunday Times, April 2006
“Iceland’s Fizzy Economy Faces a Test”
The New York Times, April 2006
“Krise styrer udenom islandske frontlöbere”
“Danskere udfordret af islandsk ledelse”
Börsen, April 2006
“Ellevill krangel om islandsk ökonomi
Sinnene er i kok blant islandske analytikere, etter at Danske Bank dömmer den islandske ökonomien nord og ned i en ny analyse”
Oslo, April 2006
ÍMYNDARVINNA AÐKALLANDI
• Slá á krísuna (Mishkin)– Bætt upplýsingaflæði - menntunarátak– “Third party credibility”
• Langtímauppbygging á sérstöðu/ímynd Íslands– Mæla– Móta Stefnu– Framkvæma– Mæla reglulega
MISHKIN & HERBERTSSON
• Dow Jones - FOREX VIEW: Iceland Isn't Going To Melt Down
• Reuters - Upbeat Iceland report gives shares, crown a lift
• Bloomberg - Iceland Krona Rises on Stability Report: World's Biggest Mover
• Global Insight Daily Analysis - Academic Report Dismisses Concerns over Iceland's Financial Stability
• Morgan Stanley: Icelandic Banks: Seeing the Facts through the Frenzy
HVALAKRÍSAN
“Iceland violates ban on whaling”BBC, Október 2006
HVALAKRÍSAN
• “Iceland left in the cold as whaling trade puts tourists off”
The Times, November 2006
HVALAKRÍSAN
• “Iceland giving “two fingers” over whaling”
Ástralía, Október 2006
LANGTÍMAUPPBYGGING Á ORÐSPORI OG ÍMYND
• Stefnumótun og vinna með S. Anholt– Stýrihópur– Viðtöl (og videoviðtöl) innanlands og utan– Vinnufundir og kynningar með fleiri hópum
• National Brand Index (NBI)– Mestmegnis óþekkt utan Norðurlanda
Top 20 countries 2006 Q4
1 UK 11 Netherlands
2 Germany 12 Spain
3 Canada 13 Denmark
4 France 14 Norway
5 Switzerland 15 New Zealand
6 Australia 16 Ireland
7 Sweden 17 Belgium
8 Italy 18 Portugal
9 Japan 19 Iceland
10 USA 20 Brazil
Iceland’s admirers and doubters
Iceland’s highest positions Iceland’s lowest positions
6 Norway 27 Brazil
10 Sweden 28 Malaysia
11 Denmark 31 Turkey
18 Australia Belgium Estonia France
Spain Switzerland
UK USA
32 Egypt Indonesia
33 India
How the World sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
How Norway sees IcelandExports
Governance
Culture
People
Tourism
Immigration
How Denmark sees IcelandExports
Governance
Culture
People
Tourism
Immigration
How Sweden sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
How the UK sees IcelandExports
Governance
Culture
People
Tourism
Immigration
How Germany France Netherlands and Belgium see
IcelandExports
Governance
Culture
People
Tourism
Immigration
How Spain Italy and Portugal see Iceland
Exports
Governance
Culture
People
Tourism
Immigration
How Poland Hungary Czech Republic and Estonia see Iceland
Exports
Governance
Culture
People
Tourism
Immigration
How Russia sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
How the USA sees IcelandExports
Governance
Culture
People
Tourism
Immigration
How Canada sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
How Japan sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
How China sees IcelandExports
Governance
Culture
People
Tourism
Immigration
How Brazil sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
How India sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
How the World sees Norway
Exports
Governance
Culture
People
Tourism
Immigration
Exports
Governance
Culture
People
Tourism
Immigration
How the World sees Switzerland
Exports
Governance
Culture
People
Tourism
Immigration
Exports
Governance
Culture
People
Tourism
Immigration
“International research shows that Iceland’s image today is more of a country brand than a nation brand. The rise in Icelandic tourism has done a good job of communicating the natural attributes of the island around the world, but the character of Iceland’s population remains largely unknown except to its nearest neighbours.” Simon Anholt
HVAÐ NÆST?
• SÉRSVEIT ÍMYNDARMÁLA– Taka út núverandi stöðu– Sammælast um stefnu
• SAMKEPPNISHÆFT AUÐKENNI
– Hugmyndir að framkvæmdum/verkefnum og nýsköpun sem styðja við stefnuna
• VIRKJA ALLA Í AÐ HRINDA STEFNUNNI Í FRAMKVÆMD!!!!
HVER ER SNILLI ÍSLANDS?
• People with both ice and fire in their souls.
• Icelanders combine a very Nordic love of order, efficiency, fairness and competence, with a flair, warmth, informality and passion that are distinctly Mediterranean.
• This Latino-Nordic quality of the Icelander is the secret of most of Iceland’s recent successes and, I am convinced, the key to its future prominence.
• This could be the motto of the Icelander: it sounds crazy, but it might just work.
Final words
• The sign on the door of planet Earth during this age of global competition should be the one that reads “You don’t have to be crazy to work here, but it helps”.
• In a workplace like that, I’ll put my money on the Icelanders to get to the top.