Policy Research Media Morhamburn

Senior politicians, wealth creators and academics are among those gathering in St Andrews today for SCDI’s 2010 Forum and Economic Summit – Re:wiring Scotland.

Secretary of State for Scotland, Rt Hon Jim Murphy MP and First Minister, Rt Hon Alex Salmond MP MSP are among those scheduled to give keynote speeches to delegates, who will focus on ways to help Scotland emerge stronger and wiser from the economic downturn and become a more strategic player in the global marketplace.

Over the past two years, the print and electronic media have been dominated by news of the recession and analysis of the global credit crunch. One could be forgiven for thinking, after listening to or scanning the daily headlines, that the business outlook still remains gloomy; that Scots are merely hoping to weather the economic storm rather than take steps to actively overcome it.

So the two-day forum, which will also see contributions from entrepreneur, Azeem Ibrahim, and Carbon Trust Chair, Sir Ian McAllister, appears timely. Scotland has its success stories, many of which will probably be represented at the two-day summit. They should be celebrated just as surely as any barriers to the country’s future innovation and growth – skills, fiscal autonomy, access to international markets, for example – should be examined.

Despite any headline-generated credit crunch gloom, Scots do have a proud record of invention and innovation to take pride in and promote. Scotland’s capital was the seat of the Enlightenment, indeed the French philosopher Voltaire said: “We look to Edinburgh for all our ideas”.

And Scots have contributed much to the world: modern economics, penicillin, telephone, the television. More recently Scotland has been home to world-beating medical innovations such as keyhole surgery, beta-blockers, Dolly the Sheep. Scottish engineering is world renowned and its digital technology world-beating.

According to a recent TalentScotland survey, too, which polled respondents from America, Africa, the European Union and Asia, Scotland leads the way in the UK as the destination of choice for people looking to relocate from around the world. Scotland has high value jobs in key sectors, including life sciences, energy, electronics and financial services. Scotland also offers relatively affordable housing, a world-class education system, scenery and an interesting culture and history.

It all goes to show, Scotland is not short of talent, attractions or branding opportunities. One would also hope then that conference-goers will examine if Scots are good at publicising their successes and triumphs.

With competition heating up, especially from new and emerging markets, it is time to start talking up ‘Scotland the brand’ – ensuring the message that Scotland is open for business and willing to do business is taken beyond these shores – and heard in potentially lucrative markets around the world in a more coherent manner.

The US, Germany and Canada have strong country brand images. In the wider world, Bahrain markets itself as ‘Business Friendly Bahrain’ while Dubai, has (despite its recent troubles) been transformed into a regional financial and trading hub.

Scotland could be marketing itself as a global centre of life sciences excellence, or a global renewable energy hub; or as a centre for academic excellence, especially in potentially lucrative Mid-Eastern and Asian/ASEAN markets.

A strong, positive national brand image also has other benefits – such as attracting attentions of international entrepreneurs, politicians and policy-makers. A strong brand generates success. And as they say… success begets success.