In a world of increasing internationalisation and connectivity, we are at the behest of our reputation to stave off competition for talent, business, and tourists.
Nation branding is a complex and challenging area of marketing, whereby a place looks to build its international reputation and relations. It goes beyond the traditional mechanics of branding or marketing and relies heavily on cultural insight, citizen buy-in, and deep authenticity. But it also offers incredible opportunities for collaboration and innovation.
Scotland is embracing these challenges and opportunities, looking to build on its collective narrative Scotland is Now and create an identity that is undeniably Scottish and uniquely future-proofed.
Our speakers are:
- Cat Leaver, Director, Brand Scotland
- Keith Dinnie, University of Dundee and author of Nation Branding Concepts, Issues, Practice
- John Booth, Director of Corporate Affairs and Marketing, Scottish Enterprise
- Andrew Burnett, Founder, helleau and brand strategist
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