In a weird twist of fate, a group of legal experts have said that the commission set up to develop a national brand for Finland (about which an article was posted a few days ago here), is in violation of the law on gender equality. The group is only 28 percent female, while state committees, consultative working groups, and other similar bodies are required to have at least 40 per cent of their from of both genders, according to the Finnish equality law.

But that’s not the main point of this short blog entry. The main (and curious) point is that this critique to the Brand Finland comission has also contributed unintentionally to Finland’s brand, since it has re-affirmed one of Finland’s brand aspects, which is its strict egalitarian syste. So, in a boomerang effect, a critique to one aspect of the Brand Finland working group has contributed to Finland’s brand project in return.

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