{"id":3659,"date":"2021-06-08T15:10:49","date_gmt":"2021-06-08T15:10:49","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=3659"},"modified":"2025-11-13T15:09:11","modified_gmt":"2025-11-13T15:09:11","slug":"poland-where-the-power-lies-with-the-people","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/poland-where-the-power-lies-with-the-people\/","title":{"rendered":"Poland, where the power lies with the people"},"content":{"rendered":"\n

Flourishing in the face of adversity <\/strong><\/h1>\n\n\n\n

A country with a hugely diverse landscape, Poland has it all. Energetic cities such as Warsaw and Krak\u00f3w contrast with rolling green countryside whilst deep river valleys wind their way to majestic mountains in the South. Although much of the character of the country was ravaged during World War II, efforts to restore its singular and striking beauty have been incredibly successful. <\/p>\n\n\n\n

\"\"
Sigismund\u2019s Column, the heart of Warsaw<\/em> <\/figcaption><\/figure>\n\n\n\n

Throughout even the toughest\nperiods of national crisis, Polish character and culture prevailed. Some may\neven say that it flourished. Famously, Poland is home to some of the world\u2019s\nmost innovative, creative and gifted individuals. Amongst these are Copernicus,\nChopin and Marie Curie, all of whom have contributed to laying the foundations\nfor modern society as we know it. Today, Polish artists, intellectuals and\nfilmmakers continue to carry that torch, displaying the essence of Poland for\nthe rest of the world to see. <\/p>\n\n\n\n

Yet, it was not the individual\nbut the community that provided the driving force behind Bloom Consulting\u2019s project,\nimplemented in 2011. Indeed, the collective power of Poland’s people provided Bloom\nConsulting\u2019s key to unlocking, shaping and implementing a robust Country Brand\nStrategy.<\/p>\n\n\n\n

Spotlighting Poland\u2019s value across different sectors (Challenge)<\/strong><\/h1>\n\n\n\n

The challenge presented to the Bloom Consulting team by the Polish Ministry of Economy was to develop a Country Brand strategy with the objective of bringing value to Polish brands, Polish exports, and Poland as a place for foreign direct investment. <\/p>\n\n\n\n

\"\"
Bloom Consulting\u2019s \u20183 Arena Approach\u2019  <\/figcaption><\/figure>\n\n\n\n

Bloom Consulting utilised it\u2019s \u20183\nArena Approach\u2019 to tackle the challenge ahead of them. Within this framework, successful\nimplementation of the brand strategy would require: <\/p>\n\n\n\n

    \n
  1. Management and coordination <\/li>\n\n\n\n
  2. National implementation <\/li>\n\n\n\n
  3. International implementation. <\/li>\n<\/ol>\n\n\n\n

    Whilst these developments took place, it was essential for Bloom Consulting to ensure that the Polish people felt the brand truly belonged to them. <\/p>\n\n\n\n

    How could this be achieved? (Strategy)<\/strong><\/h1>\n\n\n\n

    Poland faced an issue of \u2018perception\nisolation\u2019. Countries geographically closer were the primary source of business\nand economic perceptions, given their level of interaction. <\/p>\n\n\n\n

    However, of those asked how they\nwould rank their experience working with the Poles, the results were unanimous\nand positive. Similarly, respondents from previously defined key target markets\nhad a similar sentiment when asked more generally for their attitude towards\nPoland and this is where answers began to differ. <\/p>\n\n\n\n

    There was a strong correlation\nbetween those countries that had answered to have done business with Poland,\nsuch as the Czech Republic, Ukraine, and Germany, and perceptions yielding a\nconsistent top three (irrespectively) when asked of their experience and\/or\nattitude towards Poland. In this case, whether the chicken or the egg came\nfirst, those who work with Poland, like Poland. <\/p>\n\n\n\n

    We then asked international audiences to evaluate a range of attributes associated with the Polish economy. Three sources of research dissemination revealed that the most valued and recognized attribute was human capital. <\/em> <\/p>\n\n\n\n

    Initially, this may sound undifferentiated and a little too simple. Surely all nations are able to consider human capital amongst their greatest attributes? Yet, Bloom Consulting\u2019s research concluded Poland\u2019s level of talent in this field to be internationally recognized and valued on a drastically higher scale compared to that measured previously in any other country. <\/p>\n\n\n\n

    \"\"
    Bloom Consulting\u2019s research into Poland\u2019s greatest asset <\/figcaption><\/figure>\n\n\n\n

    With people at its core, the ‘Polska Power!\u2019 Country Brand was put into motion. It acted as an integral pillar for Bloom Consulting\u2019s strategy and, therefore, formed the basis for any further actions taken during the process.<\/p>\n\n\n\n

    The strategy proved to be a strong and relevant concept that, since 2011, remains active to this day. Furthermore, its uniqueness aligned with multiple different sectors of the Polish economy, whether traditional or innovative, rendering it accessible to Polish companies and professionals as well as international investors. <\/p>\n\n\n\n

    A Country Brand doesn\u2019t depend on its logo. However, in this case, a logo was created to express both the strength of Poland\u2019s human capital reinforced with the strength of the \u201chuman network\u201d. The idea was expanded upon by bringing people from around the world together to globally showcase \u2018Polska Power!\u2019 and their influence on the creation of Polish innovation, inventions and services. <\/p>\n\n\n\n

    \"\"
    The completed \u2019Polska Power!\u2019 logo<\/em> <\/figcaption><\/figure>\n\n\n\n
    \"Poland
    Bloom Consulting Poland case study<\/figcaption><\/figure>\n\n\n\n
    \"Polish
    Polish people creating common country identity<\/figcaption><\/figure>\n\n\n\n

    The many benefits<\/strong> of a successful Country Brand strategy (Results)<\/strong><\/h1>\n\n\n\n

    The outcome of Poland\u2019s brand\nstrategy speaks for itself. From the outset, Bloom Consulting realised that\nbringing much-needed value to Polish produce both domestically and abroad was\nvital.<\/p>\n\n\n\n

    Throughout this project, Bloom\nConsulting collaborated closely with Waldemar Pawlak, the Polish Minister for\nthe Economy. He officially launched the new Country Brand strategy together\nwith Ager\u00f3n Polska, calling for Polish entrepreneurs to become ambassadors for\n\u2018Polska Power!\u2019 and to embrace everything it stood for, as featured in an\narticle published by Forbes magazine. <\/p>\n\n\n\n

    Polish Press News reported that\nBloom Consulting placed Poland in 26th<\/sup> place amongst European\ncountries in the Trade Edition of their 2011 Country Brand Ranking, and 28th<\/sup>\nplace in the Tourism Edition, emphasising the economic growth that had taken\nplace. The article also featured a great review of our CEO, Jose Torres\u2019,\nmethods of research and expertise provided throughout the project.<\/p>\n\n\n\n

    Fast forward to the present day,\nand Poland boasts the sixth largest mixed economy with a developed market in\nthe EU. It is also worth noting that in Bloom\u2019s Consulting\u2019s latest Country\nBrand Ranking (2019\/2020), Poland comes in at 13th<\/sup> place for Trade\nand 18th<\/sup> place with regard to Tourism. This means an overall shift\nof 13 positions and 10 positions in Trade and Tourism respectively. Well done,\nPoland Country Brand! <\/p>\n\n\n\n

    Poland is nothing short of a roaring success story. It has weathered even the most difficult storm, emerging better than before. Bloom recognised that there was huge potential within the country throughout the brand strategy process and utilised its greatest asset: the people. <\/p>\n\n\n\n

    Published on 23.03.2020.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Flourishing in the face of adversity A country with a hugely diverse landscape, Poland has it all. Energetic cities such as Warsaw and Krak\u00f3w contrast with rolling green countryside whilst deep river valleys wind their way to majestic mountains in the South. Although much of the character of the country was ravaged during World War […]<\/p>\n","protected":false},"author":3,"featured_media":3675,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[146,77],"tags":[322,144,154],"class_list":{"0":"post-3659","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights","8":"category-places","9":"tag-nation-and-place-brand","10":"tag-nation-branding","11":"tag-place-branding"},"yoast_head":"\nPoland, where the power lies with the people - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Poland Brand, where the power lies with the people\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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