"Finland - Brand" - Big Words?
by Project Manager Sirpa Fourastie
08.11.2010 13:33
In Mika's opinion, branding is a good tool and a natural part of business development. "Brand" as a word may fall out of use, but its soul and content is what counts. It is used in crucial development work and long-term planning. "It is not just glazing on the cake. Finland has strong industrial traditions, the country's glorious nature is close to us all, and design is both traditional and innovative. However, we have not been able to communicate that. Now is a good time to bring forth our unique products and design and the culture surrounding this all."
The Finland of our childhood was known as a country of a thousand lakes, with nature as an integral part of life. Even though this is still an important image, we also recognise that many other countries have fabulous nature as well. Mika highlights the importance of people: this is a special nation in its uttermost honesty and genuineness. "This nation has a special ability to solve problems. Perhaps being squeezed between two countries and dealing with the harsh climate has moulded the national character so that we are prepared to face challenges and find functional solutions."
This idea is also partly behind the ability to tackle challenges with design. "Design is not primarily decorative as it is in the French tradition, for instance. Good Finnish design is beautiful and fulfils its value proposition in practicality and functionality. This can be seen in architecture, design and social innovations." Traditionally, Finland has not been as hierarchical a society as many others. "Design is not for the elite only - its innovations and solutions are for everyone. Genuine solutions are a central goal in Marimekko's operations, too", Mika emphasises.
We like school!
"For instance, our school system is great. The starting point is the child's needs. Even in my grandfather's time, the idea was "not for school, but for life". Children need equal opportunities to advance in life. Finnish society aims at a functioning system that is open for everyone. A good example is Martti Ahtisaari. The Nobel prize winning peacemaker does not seek glory but rather pursues negotiations and a lasting peace. This resembles our aims in education and design."
Design is exportable, it has a mission, and it can be shared with others. Design export flows naturally and is related to the substance. Design thinking is more than just the product's appearance. At Marimekko, sustainable development means beautiful and cheerful design with correct material and recycling solutions. It is crucial to estimate how long an object appeals to the customer. Mika contemplates: "Fashion constitutes short-term sales by big chain stores. Marimekko is a protest against short cycles. The challenge is to produce fewer objects and to make them durable. Timeless, beautiful and fashionable was once again proved true as Mika inaugurated the Marimekko in USA for 50 years exhibition in Boston last spring. Exhibited on four floors, the 500 vintage dresses from different decades energised the audience in all age groups: Where can I buy this? This is an example of good design competence. Despite good feedback, Finns often tend to be modest. Even though one should not be too proud, one could tell more openly about one's success, too."
"Design thinking affects the way I direct the designers and the entire company. There is a mission, because we stand for something. In Marimekko, that means that every product has a specific justification. For instance, this jug by Anu Penttinen is about to be launched. It is a statement against bottled water. We live in a country where one can drink clean water straight from the tap."
The value of design in business
In all industries, design is a part of a company's strategic core and thus close to a CEO's heart. Design is central in understanding customer needs and in making money. Marimekko is a good example of a successful end product and of design thinking as an important characteristic in a CEO. Ever increasingly, design is a way of thinking through which a CEO can implement new methods in a company. Highly educated Finnish designers can bring strong new competence into international companies, for instance, and in this way influence future solutions. Finnish labour may sound like an expensive idea but in fact, replacing the Finnish workforce used by successful Finnish companies with workers elsewhere would be a costly investment.
Thank you Mika for the discussion.
Best regards, Sirpa
Marimekko in Japan
Mika Ihamuotila, CEO, believes that Finns and the Japanese share common characteristics: an intuitive connection with nature, honesty and the concept of honour. The intention is not to make an immediate good impression but to give time for a relationship to grow. We also share the idea of "less is more", but Marimekko also appeals to Japanese playfulness and wants to encourage everyone to be themselves. Marimekko has 20 shops in Japan.
Marimekko is truly a Helsinki-based company having both factory and designer studios in Helsinki. Designers can monitor the production process closely.
Sirpa Fourastie is a project manager at Design Forum Finland and director of the Finnish Design Management Association FDMA.