Belgium branding

… is a great global scandal (Simon Anholt). According to February 2006 figures from Simon’s research, Belgium’s brand equity is being squandered. The problem for this lies within the fact that Belgium is split up in three regions. Those 3 regions all do their own promotion, their own trade missions, … while Wallonia and Flanders don’t exist in branding terms. Seems like there’s work to do. Maybe the Belgian government should hire Stella Artois’ global agency to figure it out, they at least have some experience in bringing a Belgian brand to live on a global scale ;-)

[Via Antennoblog]