The image of a Country | Visar Ramajli | TEDxPrishtina
Viscera Maile argues that a country's perception is its reality, emphasizing that national branding relies fundamentally on individual actions rather than just government campaigns. He illustrates this by detailing the successful business establishment in the Netherlands built on trust, and by showcasing the positive impact of his company on local Kosovar life, such as enabling employees to finance weddings. The core message is that all citizens share the "duty and responsibility" to act rightly to shape the country's identity. ## Speakers & Context - **Viscera Maile** — Speaker; raised in a family instilling "honor, trust and respect for others." - Context: Delivering a speech on the perceived image of Kosovo post-war transition, addressing the common international query about whether the war is still ongoing. ## Theses & Positions - The notion of perception *is* reality itself, depending on how one chooses to see and interpret the reality of the country. - National identity requires "Country Branding," applying corporate branding concepts to elevate a nation's image. - Individual actions and citizen responsibility are the most powerful drivers of national branding, superseding government-executed campaigns. - The best way to build a nation's reputation is through tangible, positive local impacts, such as providing stable employment. ## Concepts & Definitions - **Country Branding:** Applying corporate brand identity concepts to present a country in the best possible light to change external perceptions. - **Perception:** The understanding of reality that is dependent on individual sight and viewpoint. - **Trust:** Framed as the main ingredient that sustained a key business partnership despite cultural differences. ## Mechanisms & Processes - **Business Development:** Establishing international partnerships (e.g., with the Netherlands) by initial email contact, leading to face-to-face meetings, and culminating in agreements built on immediate trust. - **Sustaining Livelihood:** The company's employment stability allows local employees to finance major life events like weddings and afford house renovations, contributing to community stability. - **Cultural Exchange:** Facilitating interaction between expatriate partners (e.g., from Volendam) and local community members. ## Timeline & Sequence - **18 Years Ago:** The country was in a war. - **Currently:** Speaking 18 years after the war, noting Kosovo is statistically safer than many EU countries. - **2012:** Viscera Maile decided to change his business path, moving into partnerships with the Netherlands. - **Following Partnership Success:** Within about five months, the company jointly built a factory with Dutch partners. ## Named Entities - **Kosovo** — The nation whose perceived image is the focus of the speech. - **Netherlands** — Location of the potential international partner. - **Volendam** — A town located about 22 kilometers from Amsterdam, where the first meeting was held. - **Catch Sonic** — Company location where the factory was jointly built; the name is featured alongside a local friend. ## Numbers & Data - **18 years ago:** The country was in war. - **Three:** Number of sons Viscera Maile is a father to. - **Five:** Number of companies Viscera Maile has been involved with that still exist. - **70%:** Percentage of the Kosovo population that is under 35 years of age. - **199,000:** Total views for a specific campaign video clip on YouTube. - **451 million:** Views reached by the song "bom bom x" by an individual named Rafi. - **22 kilometers:** Distance from Amsterdam to Volendam. - **14:** Number of employees in two and a half months who got married. - **11:** Number of those who could afford a celebration due to steady income. ## Examples & Cases - **Initial International Inquiry:** People meeting him abroad ask, *"is it still the war there?"* requiring repeated explanations that the war is over. - **Online Perception:** Using visual evidence found on the internet to demonstrate the discrepancy between foreign and local self-perception. - **The Dutch Partnership:** Initial meeting in Volendam where the partnership was secured after discussing Kosovo's favorable tax and operational costs. - **The "Icebreaker":** Mentioning the demographic reality that "seventy percent of our population is under 35 years of age" during the meeting. - **Factory Construction:** Successfully building a factory jointly with Dutch partners over five months based on trust. - **Community Impact:** Local employees celebrating weddings and funding home renovations, demonstrating economic success from steady jobs. - **Sporting Activities:** Arian Post-Moose, the chief technician, dedicates spare time nightly to teaching young people football. - **Cultural Gathering:** Robert Rahman bringing his entire circle of friends from the Netherlands for a visit, involving cultural events and nightlife. ## Tools, Tech & Products - **Internet/YouTube:** Used to research and compare external perceptions versus internal views (e.g., viewing the Rafi song video). - **Email:** The initial method of contact with the potential partner in the Netherlands. - **Bulletproof Vest:** An item reportedly sought by the partner's wife, which serves as a minor anecdote detail. ## References Cited - **Warren Buffett:** Quoted regarding reputation: *"the reputation it's built in 20 years and it takes 20 years actually to build the reputation and you lose it only in five minutes."* - **"Young Europeans":** Name of a past government campaign for Kosovo. - **Arian Post-Moose:** Named as the chief technician and football coach. ## Trade-offs & Alternatives - **Current vs. Past:** Choosing to conduct business in the Netherlands rather than remaining solely dependent on local partnerships initially. - **Reliance on Government vs. Individual Action:** Shifting focus from relying solely on government campaigns to acknowledging that individual citizen action is paramount for branding success. ## Conclusions & Recommendations - All citizens have the responsibility to contribute positively to their country's image and identity. - To change the perception, the approach must be proactive and continual, remembering that a reputation is fragile. - All people must participate actively in making their country better. ## Implications & Consequences - The success in building the factory and fostering community stability suggests that economic empowerment driven by mutual trust is a powerful force for social reconstruction. - The ability to generate life milestones (weddings, renovations) indicates a tangible positive economic consequence of stable employment. ## Verbatim Moments - *"perceived image of our country post-war transitions are never an easy process."* - *"Oh you are from Kosovo is it still the war there is it safe"* (The recurring question posed by foreigners). - *"the notion of perception is that it is reality itself"* - *"The power of branding the identity of a country relies with individuals and and their reactions actual and not with the government executed campaigns."* - *"the reputation it's built in 20 years and it takes 20 years actually to build the reputation and you lose it only in five minutes"* - *"we didn't even use in communication as a young intrapreneur well"* - *"I'm very happy what we have achieved in catch sonic"* - *"bringing your friends over and then this is what he did he calls me one time in the summertime and says ok we saw I'm coming"*