Project Description

When I worked at Interbrand in London, I wrote a letter to Estonian Prime Minister Mart Laar to explain that his country had some brand perception problems. I knew Estonia to be a pristine Baltic wilderness with an untouched coast and islands—and a historic, postcard-perfect capital city—but most people imagined a frozen, post-Soviet wasteland whenever they heard the name. I proposed a year-long program of research, strategy, and brand identity development to help Estonia punch above its weight in expanding tourism, markets for its exports, and foreign direct investment—and they wrote back and hired us.