By Brand Scotland

In a tough economic climate, Scotland is competing alongside every other nation to attract talent, tourism, and investment. But it’s not a level playing field. Scotland is often seen as the underdog. International audiences are quick to associate Scotland with the much-loved traditional icons (tartan, whisky, castles, bagpipes) rather than a modern identity and progressive values.

Brand Scotland brings together the collective efforts of their partners in promoting Scotland to the world. Created in 2018 in a prosperous pre-pandemic era, the previous brand positioning ‘Scotland is Now’ felt vibrant and exciting. But fast-forward five years, post-pandemic and amidst a cost-of-living crisis and it was clear that the team needed to increase domestic advocacy and create more of an emotional connection with audiences.