One thing holding back exports from Aotearoa New Zealand is the absence of a true, authentic national brand.
I said this even back in the days of the 100% Pure campaign, which was much lauded. I cynically asked: can we really claim this when France and Germany outspend us on the environment as a percentage of GDP?
The campaign was largely a success when riding on the back of The Lord of the Rings movies, and as those faded into history—they were, after all, over 20 years ago—Pure didn’t capture the public consciousness in the same way.
Even if the campaign was perfect, two decades on, it must have run its course, as I do not see it used as an endorsement brand for anything, which tells me it must lack the cachet it once possessed.
Whether you liked it or not, it suited a particular era, and it either needs refreshing or replacing.
We in Aotearoa might still think that the world remembers ‘Who shot J. R. R.?’, but they don’t. Culturally, our country is known for about two things: Ardern and our COVID response (even that’s being forgotten), and Border Patrol. We’re as obscure as when Steve Guttenberg had to learn a Kiwi accent in The Boyfriend School (a.k.a. Don’t Tell Her It’s Me).
Forget Conchords, the only show that seems to put Aotearoa into the minds of international markets tells people how closed we are. We neither let in viruses nor agriculturally harmful goods.
I’m not complaining that we have strict biosecurity measures. I am saying that we need to up the ante on showcasing ourselves to the world.
The only other Kiwi show that resonates abroad (well, Germany) is Popstars, but no one knows it’s from here.
We have the same problem we had when I first stood for mayor of Wellington: nothing is there for innovators in intellectual capital to hang their hats on. Globally, we’re still not celebrating our geeks (FNZ, Xero, etc.), we’re certainly not celebrating the Māori economy, and we seem to be back in the position of championing the usual primary products.
I don’t begrudge primary industries. I’m saying there’s more to this country. There always was. And if we want high-growth sectors and frictionless exports to succeed—because they can generate wealth for us—then we had better be supporting them.
Until we signal that we want to have national champions that can take on the world—rather than kowtow to foreign takeovers (surely a sign of capitulation to overseas forces?)—then we’re never going to unlock the talent we have within.
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