In the run-up to COP 26, we're throwing back to this 2018 Award entry from Scottish Government, VisitScotland, and Scottish Enterprise, outlining the launch of Brand Scotland. Four years later, Brand Scotland is leading the way in sustainable development, and we're excited to have Claire Prentice, Head of Brand Scotland Marketing, at City Nation Place Global to share her experience of putting SDGs at the centre of their strategy and balancing the challenges of collaboration and competition. Get a sneak preview of where it all began here...

Globally, awareness of Scotland is low, but where people do know of the country they look upon it fondly. Research has shown that perceptions of Scotland are somewhat dated, with attributes like history and natural landscapes most commonly sighted. In a world that is changing rapidly it was time for the team to tell the world what Scotland really has to offer. A strong place identity for Scotland is at the heart of achieving the country’s economic and political objectives to grow trade, secure FDI, welcome international students, increase the value derived from tourism and attract and retain talent. The identity needed to present the more dynamic and modern attributes of Scotland, as an innovative, progressive and inclusive nation, alongside the rich history and heritage. Scotland is Now was the first step on the journey towards ‘Brand Scotland’.