Tuesday, January 14, 2020

Branding A Nation 

Holland isn't Holland anymore.  Forget that.  It's the Netherlands, or so Dutch officials would have it.  They are doing it for tourism and international relations and to acknowledge that the name, "Holland", consists of only two of 12 provinces.  It will take years for the world to make the shift, so the Netherlands shouldn't be in a hurry.  Of course, one can change signs, logos, correspondence and run advertising, but that won't shift habits for a long while to come.  Essentially, the Dutch will lean on a new generation of citizens raised under the banner of the Netherlands to make the name change stick.  Then, it can work on the rest of the world.  Over time, they might succeed in getting everyone to say the Netherlands rather than Holland.  But, it will take time measured in decades. 


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