It is fun to consider the values that differentiate competing brand nations.
The other day whilst preparing for a workshop for a Norwegian client I realised I didn’t know what Norway stands for – the US freedom; Italy style; German engineering, UK any ideas? Norway?
The Norwegians embrace nature and the outdoors. They are practical and down to earth, they do not value ostentation and dislike wastefulness. This picture of a naked man literally embracing a waterfall greets you at Stavanger airport (for the record it is not the only picture of naked, nature loving Norwegians that I spotted – it is a repeating theme…)
Norwegians seem so in touch with their environment and never ever miss an opportunity to go sailing, skiing, hunting or fishing. It is not surprising that Helly Hansen is one of Norway’s leading brands.
Norwegian values reflect their pragmatic approach to things. Whilst doing my research I found this website http://www.scandinavica.com/culture/famous/inventions.htm which highlights Scandanavian inventions and I can report that Norwegians have brought us the cheese grater and the paper clip – how wonderfully practical is that!
Food reflects their values too. Not fancy and very authentic – big eaters of fish, ‘brown’ cheese (very Norwegian) pickles and bread. In the Stavanger Hotel, it is the only time that I have been offered a choice of tea, coffee or cod liver oil at breakfast?
In a world of cultural homogenization Norway stands out. Long live the pickled herring!