Even the late branding guru Wally Olins admitted, that branding a nation is the toughest task a designer can face. It’s a multi-layered, complex and touchy assignment with increased attention from government, ministries, various institutions and media.
And no matter how difficult is the process of getting it through the gates of different commissions, boards and advisors, the biggest challenge arrives in the form of public opinion, which at best is divided but quite often – simply damning. At least that is the case with Lithuania.
In short, anything what is connected to branding the nation will be examined bit by bit. This might explain why some 20-odd years after regaining independence Lithuania stands in no man’s land when it comes to branding. We’re something, but we’re not so sure what exactly.