What can we learn from other national 'brands'?

There are some good examples of national branding which are familiar from their strong visual elements:

• Some use their national flags, or some variation of it - eg USA or France
• Some have developed other logotypes - eg Spain, Ireland or Hong Kong
• Some have a range of devices - eg Australia who use their flag, a kangaroo, or variations on the Sydney harbourscape

Some views from UK business people:

'Australia’s Olympic message was single-minded and clear. Sport was unifying for Australia and it reflected their fresh approach to life'

'The US attitude is to punch for their own team - America - against any opposition. They appear to boast and have a confidence of expression'

'There is a 'go for it' attitude in USA business schools. People want to learn there as the USA is a place perceived to be moving forward; where those students can move forward'

'The USA is proud of its capitalism in a way that the UK is not,. In fact we almost apologise for it'

'The USA does have Hollywood and Silicon Valley which helps'

'US perceptions are that US businesses are 'fast, intuitive and flexible' despite the staggering bureaucracies that underpin them'