Benchmark Branding

A leading Korean trade group is using NZ as a benchmark for competitive national branding. Research by the Korea Trade-Investment Promotion Agency (KOTRA) has shown the long-term effectiveness of NZ’s “100% Pure New Zealand” and “New Thinking New Zealand” slogans, and the group is now urging that a similar approach be taken in Korea. “If some of New Zealand’s methods were applied to our national branding, it would help sharpen our competitive edge as well,” said So Byung-taek, divisional director of KOTRA. According to KOTRA’s research, visitors to NZ have increased by 53 per cent since the “100% Pure” campaign was launched in 1999, and 2003’s “New Thinking New Zealand” slogan has significantly boosted exports such as screw cap wines.


Tags: "New Thinking New Zealand"  100% Pure  Korea  Korea Trade-Investment Promotion Agency (KOTRA)  New Zealand  screw-cap wine  So Byung-taek  The Korean Times  

From TV to Hot Sauce Charlie Page Looks Ahead

From TV to Hot Sauce Charlie Page Looks Ahead

Radical job switches are daunting, but they have the power to rewire entire careers and lives, according to Ed Peters in as story for the South China Morning Post. Peters interviews…