Seems like everyone's at this rebranding lark. Following the likes
of Philadelphia and Taiwan (see Last Call, last week), Estonia's at it
It would appear that successful market reforms and being a front-runner
for membership of the European Union aren't enough for the tiny European
country, which has commissioned a 14-member group to reinvent its
However, members of the committee have failed to agree on a positioning
yet. Environmentalists push for an eco-tourism approach. A journalist
seeks an embrace of ethnic diversity. A business school representative
said the nation should call itself a 'Nordic start-up,' a reference to
Estonian information technology businesses. A fashion photographer has
lobbied for Estonia to use Estonian fashion models including Carmen Kass
(US Vogue's 2000 model of the year) as goodwill ambassadors.
Of course, mere name recognition might be the first step. An Estonian TV
reporter asked New Yorkers what they thought of the word Estonia. They
thought it was a soccer team.