Rebranding a Nation

Is the Fate of the Tulip Sealed?

It’s not all that often an entire country gets rebranded. Recent examples would be Sudan – now North Sudan and South Sudan, based on the effects of civil war. A few years early was Burma, rebranded as Myanmar. And there have been others too.

Just this week, another country, oddly, opted to rebrand. Holland. Or, The Netherlands.

But I’m confused, as I remember this very rebranding from my younger years?

At Primary School I had a proud Dutch teacher, Mrs van der Maar.

She was proudly Dutch, from Holland.

A few years later, she was proudly Dutch, from The Netherlands.

But finally, The Netherlands have finally opted to be called just that, The Netherlands, with Holland being officially dropped from all official sites, communications, and campaigns. Perhaps they just wanted a long lead-in time to make it happen?

Ramblings and reflections aside, it’s certainly complex to rebrand an entire nation state. Tourism campaigns need to be adjusted, existing websites need to transition, and global citizens need to be positively coaxed into using the right proper noun. Not an easy task, but one that no doubt, helps strengthen the nations brand internationally, be it for tourism, migration, investment, or diplomacy.

I just hope they keep orange, and the tulip, as national symbols.

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Netherlands Drops 'Holland' in Rebranding Move

The Dutch authorities have decided to rebrand their country's international image, with a switch from calling it 'Holland' to 'The Netherlands'.

Ministries and sporting and cultural institutions, along with the country's major cities, came up with a new strategy that aims to be "less promotional and more about content", according to the Adformatie marketing magazine.

The details will be published later in the year, but marketing professionals briefed on the change say the country will sell itself as "co-creating pioneering solutions to global challenges".

Countries and cities have been taking branding more seriously in recent years, either to overcome cliches, present a more positive image, or simply raise awareness.

The current brand name 'Holland', illustrated with an orange tulip, will change ahead of two key events next year - the Olympic Games in Tokyo and the Eurovision Song Contest, which will be hosted at the Dutch city of Rotterdam in May, the Dutch News site reports.

The country will switch to using 'The Netherlands' in its official branding, including on its international tourism site - which is called Holland.com for the time being. Orange will remain the Netherlands' official colour - although it isn't clear whether the tulip will survive, says Dutch News.

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