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

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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