Lithuanian brands: Why does Lithuania need one?

2021-04-06
Lithuanian brands: Why does Lithuania need one?

In the first episode of Lithuanian Brands: Best Practice the marketing expert from the United Kingdom dr. Darren Coleman talks to the representative of Lithuanian Government about the strategy for presenting Lithuania abroad and how it was developed.

“The brand has to benefit the country and its people. It is the main task and goal,” says Eglė Kudzmanienė, Senior Adviser at Lithuanian Brand Unit.

While developing the strategy it was agreed to make the economy the main pillar of the document. According to Kudzmanienė, the B2B strategy is both practical and functional.

“We want to speak about Lithuania as the country for solutions. It means that Lithuania is strong enough to be a reliable partner and to take on the global challenges,” says Kudzmanienė.

Strategy for presenting Lithuania abroad 2020-2030 was created and adopted last autumn. The main areas of the Lithuania’s brand were connected into one communication line: Open for co-creation.

There is no single path to branding a country, emphasizes the representative of the Lithuanian Government. In this case, Lithuania did go its own way as well.

“Many countries praise themselves, says they are the best, they are the strongest or the most advanced in these or those areas. We decided to choose another way and focus on areas in which we can cooperate with the world,” says Kudzmanienė.

Governmental institutions and organizations under them are the first one to be trained to use the concept “open for co-creation”.

“If we coordinate our actions when promoting Lithuania abroad, I am sure we could succeed. Later we have to engage businesses, academia, and ordinary people to make our brand work. This is a huge challenge,” says the chief adviser at the Government.

According to her, to achieve the goals in foreign markets, it is necessary to follow an agreed direction: “We say that in the field of economy Lithuania is a country for solutions, in a field of culture it is a country to discover, in the field talent attraction it is an open place to grow and in the field of governance it a country for public transformation.

Watch the full episode:

Lithuanian brands: best practice is a webinar series showcasing the best Lithuanian brands to the world. Throughout the series, guest speakers talk to a host, the founder and managing consultant of branding agency Wavelength Marketing and the Honorary Consul of Lithuania in Birmingham, UK, dr. Darren Coleman about the stories of their brands and learnings on building them and creating connections with their audiences.

Lithuanian brands: best practice was created by dr. Coleman in cooperation with Enterprise Lithuania and Lithuanian embassy in London.

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