1. Musings on … BrandTaiwan Tom Peters/28.10.05

2. The BrandTaiwan15 Branding/BrandTaiwan is not a “program” or an “investment.” Branding/BrandTaiwan is a “state of mind.” BrandTaiwan is about National Spirit (supported by vigorous programs), not about Vigorous Programs aimed at “buying national/corporate brand power.” You cannot buy BrandTaiwan. Period. (Though certain actions demand large investments.) BrandTaiwan starts in Primary School. BrandTaiwan: BrandTaiwan Is a Glorious, Creative, “Hopping” State of Mind! BrandTaiwan, for instance, means broad & high & “strategic” support for the Arts at the National level.

3. The BrandTaiwan15 BrandTaiwan means “spiritual” support for Weird & Creative & Non-conformist “Talent.” BrandTaiwan is an Aesthetic Idea/Ideal. BrandTaiwan needs/demands Critical Mass. First impressions matter: BrandTaiwan begins at the Airport. (Think Dubai, South Korea, Singapore) BrandTaiwan is a Compelling National Aspiration … or Not. BrandTaiwan is not an isolated idea. It is de facto National Policy in Singapore, Ireland, Thailand, New Zealand, Great Britain, Italy. (Etc.) BrandTaiwan calls for Urgency & Unity of Purpose

4. The BrandTaiwan15 BrandTaiwan = Cool Taiwan

5. BrandEnterprise/Taiwan “Brand-driven” is no less than a Strategic/Spiritual/Cultural / Passionate/Wholesale Commitment to Total Transformation aimed at the Creation of Glorious Intangible Value. Think: Apple, Sony, BMW, Harley Davidson, Starbucks, Virgin, FedEx, IBM, Infosys, Prada, Dubai

6. Speculations/Thoughts Brand-driven may be feminine? Brand-driven is Excruciatingly Difficult (if not impossible) for Engineers! Brand-driven is a “youthful” State of Mind. Brand-driven demands an “open”/ “emotional” “management style.”

7. To believe in Brand- driven you must believe (to your marrow!) in the absolute centrality of … Intangibles!