Ímynd og orÐspor Íslands mikilvægi samstillts átaks
DESCRIPTION
ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks. 29. MARS 2007. Aðalfundur Samtaka Ferðaþjónustunnar HALLA TÓMASDÓTTIR Framkvæmdastjóri Viðskiptaráðs. EFNISTÖK. ÁRIÐ 2006 Upprifjun úr alþjóðlegum fjölmiðlum ViÐBRÖGÐ VÍ Slá á krísuna - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/1.jpg)
ÍMYND OG ORÐSPOR ÍSLANDSMikilvægi samstillts átaks
29. MARS 2007
Aðalfundur SamtakaFerðaþjónustunnar
HALLA TÓMASDÓTTIRFramkvæmdastjóri Viðskiptaráðs
![Page 2: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/2.jpg)
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
![Page 3: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/3.jpg)
“Iceland – Macro Imbalances Trigger Negative Outlook”
Fitch Ratings, February 2006
![Page 4: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/4.jpg)
“Iceland: Geyser crisis”Danske Bank, March 2006
![Page 5: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/5.jpg)
“Icelandic Banks: Not What You Are Thinking....
We are only at the beginning of the Icelandic Banks’ Problems
Merrill Lynch, Mars 2006
![Page 6: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/6.jpg)
“Is Iceland facing a meltdown?”Sunday Telegraph Mars 2006
![Page 7: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/7.jpg)
“Meltdown worries put Iceland’s UK raids under threat”
Evening Standard, Mars 2006
![Page 8: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/8.jpg)
“Iceland’s poets of enterprise lose their rhythm”
Daily Mail, Mars 2006
![Page 9: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/9.jpg)
“Icelandic charm melts away as debt crisis grips”
The Sunday Times, April 2006
![Page 10: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/10.jpg)
“Iceland’s Fizzy Economy Faces a Test”
The New York Times, April 2006
![Page 11: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/11.jpg)
“Krise styrer udenom islandske frontlöbere”
“Danskere udfordret af islandsk ledelse”
Börsen, April 2006
![Page 12: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/12.jpg)
“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
![Page 13: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/13.jpg)
ÍMYNDARVINNA AÐKALLANDI
• Slá á krísuna (Mishkin)– Bætt upplýsingaflæði - menntunarátak– “Third party credibility”
• Langtímauppbygging á sérstöðu/ímynd Íslands– Mæla– Móta Stefnu– Framkvæma– Mæla reglulega
![Page 14: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/14.jpg)
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
![Page 15: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/15.jpg)
HVALAKRÍSAN
“Iceland violates ban on whaling”BBC, Október 2006
![Page 16: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/16.jpg)
HVALAKRÍSAN
• “Iceland left in the cold as whaling trade puts tourists off”
The Times, November 2006
![Page 17: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/17.jpg)
HVALAKRÍSAN
• “Iceland giving “two fingers” over whaling”
Ástralía, Október 2006
![Page 18: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/18.jpg)
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
![Page 19: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/19.jpg)
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
![Page 20: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/20.jpg)
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
![Page 21: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/21.jpg)
How the World sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
![Page 22: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/22.jpg)
How Norway sees IcelandExports
Governance
Culture
People
Tourism
Immigration
![Page 23: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/23.jpg)
How Denmark sees IcelandExports
Governance
Culture
People
Tourism
Immigration
![Page 24: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/24.jpg)
How Sweden sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
![Page 25: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/25.jpg)
How the UK sees IcelandExports
Governance
Culture
People
Tourism
Immigration
![Page 26: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/26.jpg)
How Germany France Netherlands and Belgium see
IcelandExports
Governance
Culture
People
Tourism
Immigration
![Page 27: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/27.jpg)
How Spain Italy and Portugal see Iceland
Exports
Governance
Culture
People
Tourism
Immigration
![Page 28: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/28.jpg)
How Poland Hungary Czech Republic and Estonia see Iceland
Exports
Governance
Culture
People
Tourism
Immigration
![Page 29: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/29.jpg)
How Russia sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
![Page 30: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/30.jpg)
How the USA sees IcelandExports
Governance
Culture
People
Tourism
Immigration
![Page 31: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/31.jpg)
How Canada sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
![Page 32: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/32.jpg)
How Japan sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
![Page 33: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/33.jpg)
How China sees IcelandExports
Governance
Culture
People
Tourism
Immigration
![Page 34: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/34.jpg)
How Brazil sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
![Page 35: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/35.jpg)
How India sees Iceland
Exports
Governance
Culture
People
Tourism
Immigration
![Page 36: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/36.jpg)
How the World sees Norway
Exports
Governance
Culture
People
Tourism
Immigration
Exports
Governance
Culture
People
Tourism
Immigration
![Page 37: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/37.jpg)
How the World sees Switzerland
Exports
Governance
Culture
People
Tourism
Immigration
Exports
Governance
Culture
People
Tourism
Immigration
![Page 38: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/38.jpg)
“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
![Page 39: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/39.jpg)
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!!!!
![Page 40: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/40.jpg)
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.
![Page 41: ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks](https://reader035.vdocuments.mx/reader035/viewer/2022062301/56813214550346895d986daf/html5/thumbnails/41.jpg)
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.