Speaking Notes for the Honourable Kevin O�Brien
Minister of Business
Brand Launch Event
October 3, 2006

Good morning everyone and welcome. It is a pleasure to be here with our Premier this morning for an exciting day in the history of this province. I would like to acknowledge my colleagues, members of Cabinet and the House of Assembly, Senator Furey, Mayors and other special guests.

Welcome to the launch of the new brand signature for the Province of Newfoundland and Labrador. I am thrilled to be standing here today, knowing that after months of research, planning, and collaboration, we have completed a very challenging task --- to create an image that will represent us and this land we call home.

I know the inevitable question is why? Do we really need a new brand? Well, the answer quite simply is, absolutely.

We know that many other jurisdictions, both within this country and beyond, have developed their own brand initiatives or rebranded themselves in an effort to remain competitive. A recent article in Atlantic Business Magazine quoted the global director for Interbrand, an international agency, on the importance of strategic marketing as it pertains to brands.

He said, and I quote, �If places do not proactively and positively manage their brands, they will fall victim to the market defining who and what they are. This is usually inaccurate and unfair.� End quote.

We all know there are perceptions out there about this province that are not accurate. Our brand strategy is about combating those perceptions with the real information.

There are also many positives perceptions out there about Newfoundland and Labrador, and our new brand aims to build upon them. You will hear more from the Premier about this in just a moment.

Our rebranding process began with a brand audit, whereby we undertook an extensive assessment of all of the logos throughout government. And what we found was startling, but not altogether surprising.

We discovered that in the local, national and international marketplace, the province was being represented by at least 43 different logos and brands. We have so many different departments, divisions within departments, and other government agencies; but there was no strategic direction on how we should collectively brand the province. Simply put, we were all over the place.

It was very obvious, that as a province we were not being smart about how we were promoting ourselves to the outside world. We were not united. We know that consistency is key to successful marketing, so change was absolutely required.

There are so many examples to look at for successful branding. For example, when I say Nike what do you think? I would guess that most of you see the Nike swoosh; that symbol that goes on every hat, shoe or piece of clothing that Nike makes.

And when we see this symbol, it gives us instant recognition. We don�t have to think about what that brand represents. We know right away that we are looking at Nike. There is no question about what that famous swoosh represents.

When I see that logo, I automatically think Nike quality, innovation, and smart design. Imagine if Nike had a different version of their logo for every product, so that we would see one thing on footwear, another on hats, and so on.

That inconsistency would result in a weak and marginalized brand for the company. And think of the additional costs if Nike had to reproduce a number of different logos. It simply is more powerful and more economical to present one consistent image.

Think of the Canadian flag � the red maple leaf. It is considered one of the most successful place brands in the world. Anyone who sees it, no matter where they are, knows that it represents Canada. It�s this instant recognition that makes it such a powerful symbol, such a powerful brand.

It is sewn on backpacks and worn on lapels. It is seen in a positive light all over the globe. It represents freedom and peace and Canadians. It is consistent, recognizable, and distinct.

Our new brand signature will help us stand out from the crowd, just as the Nike swoosh stands out from its competitors, and as proudly as the Maple Leaf represents Canadians.

It will highlight our strengths and assets as a people and as a place. It is about building the province�s image to maximize on our potential and improve perceptions; not just locally, in how we view ourselves, but nationally and internationally.

And we wouldn�t be here without the vision and the leadership of an individual who is passionately committed to a bright and promising future for this province. It is my honor to now introduce our Premier, Danny Williams.