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Nicholas

Nicholas Haddow

Year of Award: 2012 Award State: Tasmania Business > Rural And Regional
To investigate branding strategies for island communities to build competitive advantage, economic growth and stronger communities - Canada, UK, Iceland
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Islands have a strong, natural competitive advantage. Their implied brand evokes a sense of nature as well as naturalness; they are a destination set apart from the rest of the world, intriguing and innovative. Because their economic model is often based around the manufacture of high-value niche products, islands are also synonymous with quality.

I used my Fellowship to better understand how the Tasmanian brand needs to foster an economy that is underpinned by its unique brand values, and how if we are to achieve a successful ‘smart’ economy we need to refer and adhere to those values at every opportunity.

One of my highlights was spending time with Professor Godfrey Baldacchino, who is a world-leading academic in the field of island studies.

He himself is an islander, from Malta, and is based at the International Island Institute on Prince Edward Island. He also has a strong knowledge of Tasmania.

In the Shetland Islands I spent time immersed in the branding team and got to witness first-hand how the region is coming to terms with an economy moving over from mining to tourism – very similar to Tasmania. I also met with the inspirational Jon Asbergsson, Managing Director of Promote Iceland, and learned of how they faced the challenge of rebuilding the Icelandic brand after the collapse of their banking system and the volcanic eruption.

In real life I am a cheese-maker, not an economist, but am also aware of my role as a contributor to the Tasmanian brand, economy and my local community. I believe that we are all agents for change, and undertaking my Churchill Fellowship has given me the confidence, the context and the clarity to make an even greater contribution to the brand values of Tasmania. 

Excerpt from “Bringing Knowledge Home” published by the Churchill Fellows Association of Tasmania (2016) 

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