MYND OG ORSPOR SLANDS

1
ÍMYND OG ORÐSPOR ÍSLANDS Mikilvægi samstillts
átaks
29. MARS 2007
Aðalfundur Samtaka Ferðaþjónustunnar HALLA
TÓMASDÓTTIR Framkvæmdastjóri Viðskiptaráðs
2
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

3

• Iceland Macro Imbalances Trigger Negative
  Outlook
• Fitch Ratings, February 2006

4

• Iceland Geyser crisis
• Danske Bank, March 2006

5

• Icelandic Banks Not What You Are Thinking....
• We are only at the beginning of the Icelandic
  Banks Problems
• Merrill Lynch, Mars 2006

6

• Is Iceland facing a meltdown?
• Sunday Telegraph Mars 2006

7

• Meltdown worries put Icelands UK raids under
  threat
• Evening Standard, Mars 2006

8

• Icelands poets of enterprise lose their
  rhythm
• Daily Mail, Mars 2006

9

• Icelandic charm melts away as debt crisis
  grips
• The Sunday Times, April 2006

10

• Icelands Fizzy Economy Faces a Test
• The New York Times, April 2006

11

• Krise styrer udenom islandske frontlöbere
• Danskere udfordret af islandsk ledelse
• Börsen, April 2006

12

• 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

13
ÍMYNDARVINNA AÐKALLANDI

• Slá á krísuna (Mishkin)
• Bætt upplýsingaflæði - menntunarátak
• Third party credibility
• Langtímauppbygging á sérstöðu/ímynd Íslands
• Mæla
• Móta Stefnu
• Framkvæma
• Mæla reglulega

14
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

15
HVALAKRÍSAN

• Iceland violates ban on whaling
• BBC, Október 2006

16
HVALAKRÍSAN

• Iceland left in the cold as whaling trade puts
  tourists off
• The Times, November 2006

17
HVALAKRÍSAN

• Iceland giving two fingers over whaling
• Ástralía, Október 2006

18
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

19
Top 20 countries 2006 Q4
20
Icelands admirers and doubters
21
How the World sees Iceland
22
How Norway sees Iceland
23
How Denmark sees Iceland
24
How Sweden sees Iceland
25
How the UK sees Iceland
26
How Germany France Netherlands and Belgium see
Iceland
27
How Spain Italy and Portugal see Iceland
28
How Poland Hungary Czech Republic and Estonia see
Iceland
29
How Russia sees Iceland
30
How the USA sees Iceland
31
How Canada sees Iceland
32
How Japan sees Iceland
33
How China sees Iceland
34
How Brazil sees Iceland
35
How India sees Iceland
36
How the World sees Norway
37
How the World sees Switzerland
38

• International research shows that Icelands
  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 Icelands population remains
  largely unknown except to its nearest
  neighbours.
• Simon Anholt

39
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!!!!

40
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 Icelands 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.

41
Final words

• The sign on the door of planet Earth during this
  age of global competition should be the one that
  reads You dont have to be crazy to work here,
  but it helps.
• In a workplace like that, Ill put my money on
  the Icelanders to get to the top.