ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts átaks

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.