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My view on the NZ flag referendum – which one to choose from a (smart) marketing perspective

2/9/2015

5 Comments

 
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Wow, this is quite exciting! Soon we’ll have the opportunity to vote for a new flag! Here in New Zealand, a referendum to decide on our new flag will be held at the end of the year. And in my opinion, we need a new one! One that clearly identifies and defines us.

(Even google just got a new logo after 17 years!)

The other day, I received a flyer in the mail with the top 40 flag designs. Some were nice, some average and others pretty awful!

So, what is the right flag for New Zealand?

Ok, this is what I think, and I think it’s quite simple. When it comes to your identity – your brand - , whether it’s your business' or your country’s, it needs to be consistent. Otherwise, how will people ever remember or recognise you?

Our flag is a great opportunity to consistently promote our beautiful country, whether it be for trade, tourism, sports etc. We need it as a small country. So we need to do this in a smart way.

I must say that from a marketing perspective, I am proud of the way NZ has profiled itself over the years with some great consistent branding. I really can't think of any other country that has done this well, apart from NZ.

Have a look at the slideshow below – this is how NZ sports teams, tourism and government agencies and companies have profiled themselves for years.
Then have a look at the top 4 flag options at the top. Forget about the blue and the red... it’s pretty obvious isn’t it? It's how NZ already has been profiled for years already! Simple really...

I’d love to hear your comments or fill in the survey below!

Till next week, Marijke
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1 ------------------ 2 ------------------ 3 ------------------ 4

    My preferred flag:

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5 Comments
Chrissie Lucas link
2/9/2015 01:16:08 pm

That makes total sense! I had decided on one of the others but I have completely changed my mind. Thanks Marijke .

Reply
Marijke
3/9/2015 12:57:29 am

Hi Chrissie, thanks for your comment! Have a read of Tom's one below too, he makes a few good points too...decisions! :)

Reply
Tom O'Brien link
2/9/2015 04:13:36 pm

I think I like number four out of the flag choices. I like the fern aspect because its been used in so many brandings that are in essence NZ, The fern itself is an icon which New Zealanders relate to in its natural form and as a logo has uniformity and purpose yet a friendliness about it, a bit like extending an olive branch, in a time when peace and safe territory is at a premium and will continue to be so.I'll always like the four stars linking us to the Southern Cross and the splash of red is important to offset the other colours. Too much Black and white is as it says, too black and white and as a country we pride ourselves on contradicting this notion on a number of levels. To use one example, a lot of NZ sports people who wear the black and white silver fern can sometimes feel its a bit too one dimensional and that while distinct and proud, the lack of colour may not reflect the personality wearing the uniform.
This is just an example that a particular high profile sports person has expressed.

Reply
Marijke
3/9/2015 12:58:25 am

Thanks for your comments, Tom. You make some very good points!

Reply
karynhitchman@gmail.com link
4/9/2015 10:44:15 am

Thanks Marijke, I'm struggling with my decision on this - not least becuse I'm a Libran and can see all sides of an argument :-) Your article has helped clarify this a bit more for me and I think I am almost ready to vote.
I think also that, whatever the country decides, I will embrace the decision of "Us"
Cheers, Karyn

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