How Finland Rebranded Itself as a Literary Country

The Finnish writers Johanna Sinisalo, Sofi Oksanen, and Laura Lindstedt.

Here’s the thing about us Finns: we haven’t traditionally been very good at branding. In fact, seeing the brand-led global success stories originating from Sweden (IKEA, H&M, Spotify, Skype, Absolut Vodka, ABBA, Stieg Larsson, etc.), we’ve been overcome with jealousy. In Finland, we’ve been known only for Nokia phones. Engaging in excessive promotion doesn’t suit the quiet, self-effacing Finnish spirit; in Finland, you’re expected to do your job well and then let the work do the talking. In some cases, that’s worked for us: you bought a Nokia phone not because it made you cool but because you could drop it in the toilet or throw it across your apartment and somehow, miraculously, it still worked. But then Nokia went down the drain.

Nokia’s undoing dovetails with the rise of the iPhone in 2007. The dwindling of Nokia, our biggest export, left an enormous dent in the Finnish economy. At the turn of the millennium, a staggering 4 percent of the Finnish GDP came from the company, and Nokia represented 21 percent of Finland’s total exports and 14 percentwrites in . Nokia’s downfall left an even bigger dent on Finnish self-confidence. We were getting run over by Americans who were louder than we were.