The group handed over its report to Foreign Minister Alexander Stubb, the project’s initiator, on Thursday. The delegation, led by Royal Dutch Shell and Nokia Chair Jorma Ollila, outlined a strategy to make the country more appealing.

In 2008, Stubb called on the delegation to fine-tune Finland’s competitive edge. In addition to boosting the Finnish economy, the group has sought ways of attracting more travellers and improving Finland’s standing on the world stage.

According to the group, Finland's strengths lie in its negotiation skills, its ability to offer clean water and food, as well as good education and good teachers. Group chair Jorma Ollila says that Finns differ from other peoples in having a certain solution-centred approach in their actions.

"There is no protracted beating around the bush, rather specifically a desire to do something," says Ollila.

The group proposed that one boost to the nation's image would be the ability to advertise the water in its 100 of thousands of lakes as being clean enough to drink. The report filed on Thursday calls for steps to be taken to make this a reality in most of the nation's lakes and rivers by 2030.

"We would be an example to the world in the way we manage our waters," notes Jorma Ollila.

Yet another proposal is that the share of organic food production in the agricultural sector be gradually raised to one half over the next 20 years.

"Brilliant"

Foreign Minister Alexander Stubb described the report as "brilliant." He considered it not only thorough, but also surprising. Stubb added that it could serve as an example to other countries looking to establish a national brand.

"I am certain that we Finns have strengths in precisely those areas where they are needed just now," he commented.

The brand group report lays out 34 tasks for different players: ministries, companies, local governments and organisations as well as private individuals. According to Ollila, while the group was working on its report, ordinary people often asked what they can do.

"One grandmother came and asked what she could do. There are things in the report for grandmothers to do, too," says Ollila.

For the Entire Population

Speaking on YLE's Finnish-language News on Thursday, Stubb encouraged people to read the report. In his view, it contained numerous practical suggestions.

Stubb reminded that Finland has a good reputation abroad. “The world has a good picture of us and we are seen as a nation that is able to solve problems,” he observed.