Although : no-one wants to be knocked back or told their idea is unworkable
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Following the successful launch of the film “Is it true what they say about Luxembourg ” (see the film at ) , seven partners – Ministère des Affaires étrangères, Ministère des Classes moyennes et du Tourisme, Ministère de la Culture, Ministère de l’Economie et du Commerce extérieur, Service information et presse du gouvernement, Luxembourg for Business, Luxembourg for Finance – have now joint forces to delve into the subject of Nation Branding, with the first ever Nation Branding Conference announced for Wednesday 29 February.
The Grand Duchy is seen by people in different countries as representing different things – some view Luxembourg as having a solid financial centre whereas others have the (misguided) perception that we live in a tax haven; some see Luxembourg as being one of the seats of the EU while others think we are part of Germany or of Belgium: some recognise the industrial history of Arbed and now ArcelorMittal, with others linking the technological advancements of satellite broadcasting and most recently online gaming to the country – an example of Luxembourg re-inventing itself and being able to adapt to new economic challenges. And some people simply do not have any idea where Luxembourg can be found on a map, so the issue is not just one of misperception.

What of the country Luxembourg and its branding? The various perceptions, some of which are identified above, that people across the globe have of Luxembourg are many and varied. In order for Luxembourg to position itself in these challenging economic times, as well as to conform to uniformity across the EU and yet be able to assert its individuality and get its Unique Selling Point across, requires consolidation and consistency of national branding to avoid any future risk of false, simplistic and one-dimensional perceptions that are wide of the mark.
Additionally, “Luxembourg” conjures up images of quality of life, green spaces and friendly – both regarding the people and the environment. The population is very cosmopolitan, multi-lingual and multi-cultural, often a paradise for families and single people in equal measure. Access to decision-makers – politicians, etc. – is also often cited as a decision for foreign companies to locate here, as are the favourable fiscal and regulatory regimes, including regarding IP. This list goes on…

Another important point is that a national brand cannot just be a new logo and/or slogan or tag line that is used in advertising and publicity; instead, conveying the national brand should be achieved through all aspects of the country and its promotion, with the emphasis being placed on the Product, which in turn requires substance…

So let us have your ideas at the Nation Branding Conference on Wednesday 29 February at 18:00 at the Chambre de Commerce in Luxembourg-Kirchberg. Prior registration is requested by email to [email protected] (free entry). In the meantime, put your thinking caps on…!