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New Zealand Journal of Forestry (2018) 62(4): 15–19
©New Zealand Institute of Forestry

Conference Report
The tension of opposites

Brian Richards *,1

1 Team leader, Richards Partners, an Auckland advertising agency. Email:
*Corresponding author.

Abstract: Positioning forestry industry brands from the outside in Without question, the forestry industry is credible - the challenge now is how to become incredible. Research into brand consumer perceptions of the industry (mainly in Sweden, Austria and Finland) shows that this is possible. The Austrian public regard forests as a national symbol of identification. The people of Finland, Norway and Sweden are very much concerned about the industry’s contribution to their economy, and most German people believe the main purpose of forests is to increase their quality of life. But what do we as New Zealanders think about the forestry industry? Trucks that clog up the roads, a dangerous industry for our children to join, wood price volatility and ‘the wall of wood heading your way’? From my reading, I don’t think you are explaining yourself well enough. So why, as a New Zealander, should I support your industry?
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