A[P]SOTW April 09

1. APSOTW
the flag project for Croatia
Zeljko Kresic
sickre@gmail.com

2. top 5 hits on Google pics for Croatia

3. strengths weaknesses
people are skilled and lack of clear
tough, used to rough development strategy
times
shaky area - frequent
beautiful coast, not conflicts kill development
devastated (yet)
the past conflicts and
unpolluted land* history affect the present
and future much more
*ranked 5th in Europe and 42nd in the world in
then they should
renewable water supplies

4. letʼs change, but not for the sake of
change
throughout history, we changed the flag many times ...
and guess what?
not much good ever came out of it
SO WE SHOULD NOT CHANGE THE FLAG!
Donʼt change the looks, but the way of thinking.
Change to a forward looking society.

5. ok, so this guy is either nuts or a
nationalist ... or both
the present visual identity is strong & can be used and
developed in a number of ways
change of flag will not do it for us
knowing the Croats, we will think that the visual
change is just enough and nothing besides that should
be done
we must set a clear goal based on our strengths and
do everything in our power to support it

6. the goal
people visit Croatia partly because of its untouched
nature
lets start truly nurturing that value because it is a
strong, yet very fragile one
yes, we are jumping the green bandwagon, but we
have a strong case to support it (now I am going to get
myself a glass of water, from the tap, of course)

7. the goal
what we want people to think (besides that we have a
pretty good football squad):
Croatia is a clean, green friendly country in the heart of
Europe

8. positioning statement
pure country, inside & out

9. the argument
pure country, inside & out - the way we treat our
nature is the way we treat our neighbors, business
partners, visitors ... with care, with the future in
mind

10. in real life that would mean
all actions we take should support the clean, green
country statement
it would help tourism (our main industry) greatly and
other products could benefit heavily
Croatia branded water, olive oil, fruit and vegetables
could all be covered under one umbrella statement: if it
is produced in Croatia it is a truly natural product
because Croats care about their land (at least as much
as they care about football)
only when we achieve this, we might consider changing
the flag

11. Hvala!