When Silence Is Golden

Finland

It is not a principle of branding, per se, that silence is golden; just the opposite normally, since getting the message out is the point, and messages seem defined by noise, however subtle or clever. But Finland, by way of this article in Nautilus, has had me thinking, in the couple days since I read it, about alternative views on the value of silence, on messaging, on branding:

One icy night in March 2010, 100 marketing experts piled into the Sea Horse Restaurant in Helsinki, with the modest goal of making a remote and medium-sized country a world-famous tourist destination. The problem was that Finland was known as a rather quiet country, and since 2008, the Country Brand Delegation had been looking for a national brand that would make some noise.

Over drinks at the Sea Horse, the experts puzzled over the various strengths of their nation. Here was a country with exceptional teachers, an abundance of wild berries and mushrooms, and a vibrant cultural capital the size of Nashville, Tennessee. These things fell a bit short of a compelling national identity. Someone jokingly suggested that nudity could be named a national theme—it would emphasize the honesty of Finns. Someone else, less jokingly, proposed that perhaps quiet wasn’t such a bad thing. That got them thinking. Continue reading