Democratic branding: Netherlands makeover reaches out to the public for ideas

Democratised branding is opening up to the public the type of pitching process usually reserved for agencies. For the rebranding of the Netherlands, the country has decided to create a contest called Paint the World Orange, which invites creatives to send in their ideas. From those submitted, five will make a shortlist. The contest was announced at the Picnic 08 event in Amsterdam, and will be judged by Marcel Wanders. Paint the World Orange is about putting the ability to imagine a country’s brand into the hands of the public – perhaps where civic-related ideas should belong in the first place.