http://news.ft.com/cms/s/5a84f856-8b...00e2511c8.html
Tirana saw us
By Robert Shrimsley
Published: March 3 2005 02:00 | Last updated: March 3 2005 02:00
The Albanian government has asked McKinsey to develop a strategy to
improve the country's image and attractiveness to foreign investors.
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To: Albanian cabinet
From: McKinsey, Zagreb Office
Subject: Image refurbishment
Further to our discussions last month we present our preliminary
thoughts on upgrading Albania's image to overseas investors.
You are already aware that structural changes are needed. Image
makeovers rarely succeed if they are not underpinned by a genuine
rethink. The bribery of tax and licensing officials may very well be a
proud tradition in your country but it does rather cut against the
reform and modernisation drive. You may be aware of the old German
joke urging businessmen to "fly to Albania; your car's already there".
Charming as this is, it is probably not the image you want to project.
A requirement for all Mercedes to display a valid receipt in the
window would work wonders.
Once these measures are in place however, some cosmetic changes would
go a long way towards signalling the birth of a new and modern
Albania.
For a start we recommend you consider a name change. Albania is so
last century - it seems to date back to the year Zog. Something that
suggests a more technologically advanced, even cool, nation. After
consultations with branding experts, we recommend aPod. This conjures
up a far more buzzing image, especially if U2 could be prevailed on to
write your new national anthem.
Finally we find nothing spurs on investors quite so much as a peaceful
revolution, preferably one with a colour or material in it. The
publicity value of one, if you could organise it, would be immense.
Orange, rose, velvet and cedar have already gone but salmon pink is
nice and has happy associations with business. Thanks to the
widespread global ignorance of Albanian politics, there is probably no
need even to oust the existing administration as long as it all takes
place so suddenly as to sweep you into power before any foreign press
can make it to Tirana.
A new communications supremo would also help. Alastair Campbell will
be available from May. He's a little brutal by Albanian standards but
the great thing is his proven track record of securing such good
coverage for reforms that it can be years before people realise they
do not quite live up to expectations. robert.shrimsley@ft.com
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