Branding nations is about building on their unique collective strengths. From this guideline we created a country brand for Finland. This report belongs to a new era for country branding. Rather than looking at what a nation’s differentiation as a brand is we looked at how a brand can bring together global demand and local strengths. In this way Finnish industries, cities, citizen groups and various other organisation were given direct tasks in making Finland the solver of “the world’s most wicked problems”.

Authors: Tuuli Kaskinen, Tuula Kousa, Outi Kuittinen, Tommi Laitio, Antti Lippo, Roope Mokka, Aleksi Neuvonen, Tuula Tuomi, Simo Vassinen

