How trojan horses helped Scotland’s nation brand leap ahead

How trojan horses helped Scotland’s nation brand leap ahead

Entering organisation: Scottish Government

Say ‘Scotland’ to someone from America or Europe, and they’ll likely talk of tartan, whisky, and extol the enchanting vast rugged landscapes where solitude thrives. But challenge that same person to name a country that is vibrant, contemporary, and progressive? Scotland is unlikely to be the first to spring to mind.

International research has revealed that Scotland's reputation is primarily rooted in historic associations, which can swiftly lead to the assumption that Scotland is a land of quaint traditions, remote seclusion, and antiquated charm. Brand Scotland brings together the collective communications efforts of key public sector partners to harness energy, expertise, and resources to increase the impact of the team’s work in building Scotland’s global reputation.

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