Greenland: A new global brand?

This makes me proud of being from Greenland. You have shown us a way forward. These were some of the reactions among Greenlenders to a brand consulting project recently presented in Nuuk, Greenland.

The project conducted by Kontrapunkt was commissioned by the Greenland Home Rule Government. As part of the project, consultants from Kontrapunkt analyzed internal and external perceptions of Greenland and its key strengths. The aim of the project was to establish how a brand could help boost the Greenland economy and become a source of competitive advantage for the island struggling with high production and transportation cost.

The conclusions were very clear: Greenland is almost completely unknown to most people around the world. But Greenland has enormous potential because the island geographically and culturally is genuinely different from anything else out there. Greenland needs to dare to communicate their reality and their difference, rather than say what they think people want to hear, says Rasmus Bech Hansen, partner and brand consultant at Kontrapunkt.

The results of the study were presented at a half-day seminar in Nuuk. The study presents the value that a global brand could potentially have for Greenland. It presents a brand positioning idea and possible ways to visualize it. ///