Comments on: Being Danish as a brand advantage http://www.eye-for-image.com/blog/being-danish-as-a-brand-advantage/ THE blog for copywriters and communicators Wed, 07 Jan 2009 01:46:43 +0000 http://wordpress.org/?v=2.6.5 By: Andrew http://www.eye-for-image.com/blog/being-danish-as-a-brand-advantage/#comment-227 Andrew Tue, 16 Sep 2008 12:00:04 +0000 http://www.eye-for-image.com/blog/?p=118#comment-227 Interesting that quality comes up so often. I was first introduced to Danish business through a liberal use of quality and subsequent trips to Denmark showed that quality is definitely close to the hearts of Danes. However, since moving here and getting to know some of the largest Danish companies that have gone through restructuring, it is clear that many Danes provide 'too much' quality. That means that a lot of the time they over-deliver (resulting in a higher cost) because they focus too much on themselves. They tend to think, what can we do, rather than what do our customers want. Interesting that quality comes up so often. I was first introduced to Danish business through a liberal use of quality and subsequent trips to Denmark showed that quality is definitely close to the hearts of Danes.
However, since moving here and getting to know some of the largest Danish companies that have gone through restructuring, it is clear that many Danes provide ‘too much’ quality. That means that a lot of the time they over-deliver (resulting in a higher cost) because they focus too much on themselves. They tend to think, what can we do, rather than what do our customers want.

]]> By: David Hoskin http://www.eye-for-image.com/blog/being-danish-as-a-brand-advantage/#comment-226 David Hoskin Tue, 16 Sep 2008 10:03:05 +0000 http://www.eye-for-image.com/blog/?p=118#comment-226 Martin Roll mentioned specific values such as: - A strong association with quality - The cultural experience - The tradition for design and architecture, involving simplicity and aesthetics - The particular Danish personality, history and experiences I'd like to find out what Danes define as Danish values. I've been out and asked my Danish network - and my inbox has been bombarded with answers. So, watch this space for an insight into the Danish psyche! Martin Roll mentioned specific values such as:

- A strong association with quality
- The cultural experience
- The tradition for design and architecture, involving simplicity and aesthetics
- The particular Danish personality, history and experiences

I’d like to find out what Danes define as Danish values. I’ve been out and asked my Danish network - and my inbox has been bombarded with answers. So, watch this space for an insight into the Danish psyche!

]]> By: jon http://www.eye-for-image.com/blog/being-danish-as-a-brand-advantage/#comment-222 jon Tue, 26 Aug 2008 09:51:22 +0000 http://www.eye-for-image.com/blog/?p=118#comment-222 <blockquote>The challenge as I see it is communicating them in a way that the rest of the world can understand. </blockquote> I think the same thing applies here in Sweden. But it's often an uphill slog persuading Nordic businesses who already operate in English to invest in professional English copy. As those of us that work in the words industry know, the vast majority of business communications written by non-native speakers of English do not work as hard as they could (and should). Presentations, tender documents, creative briefs, product brochures, etc, can all be made far more effective by an experienced writer or editor. The challenge is persuading customers that it's not just a question of whether your grammar and spelling are right. That’s only part of the story. Even more important are structure and tone of voice: getting your thoughts into the right order and presenting your argument or information in words that you know your target audience will respond to.

The challenge as I see it is communicating them in a way that the rest of the world can understand.

I think the same thing applies here in Sweden. But it’s often an uphill slog persuading Nordic businesses who already operate in English to invest in professional English copy.

As those of us that work in the words industry know, the vast majority of business communications written by non-native speakers of English do not work as hard as they could (and should). Presentations, tender documents, creative briefs, product brochures, etc, can all be made far more effective by an experienced writer or editor.

The challenge is persuading customers that it’s not just a question of whether your grammar and spelling are right. That’s only part of the story. Even more important are structure and tone of voice: getting your thoughts into the right order and presenting your argument or information in words that you know your target audience will respond to.

]]> By: Dan Elloway http://www.eye-for-image.com/blog/being-danish-as-a-brand-advantage/#comment-221 Dan Elloway Mon, 25 Aug 2008 10:37:39 +0000 http://www.eye-for-image.com/blog/?p=118#comment-221 I'd be interested to know what the Danish values are. Does Martin Roll shed any light on that? I’d be interested to know what the Danish values are. Does Martin Roll shed any light on that?

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