Entered by Enterprise Estonia, Brand Estonia

How do you keep a country brand relevant in a changing world? To answer that, the team in Estonia took part in the Nation Brands Index and Global Soft Power Index perception surveys and conducted stakeholder interviews with thought leaders, marketers, founders, diplomats, investors, and other key voices for Brand Estonia. The results validated and helped refresh Estonia’s nation brand core and messaging strategy and gave tools for everyone needing to introduce Estonia.

But once you’ve got that data, how do you make it usable and accessible for everyone? The perception survey data was too dense: valuable but too complex, and it needed to be paired with messaging for most to use.