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Plenary, 07 Feb 2007

07 Feb 2007 · S2 · Plenary

Item of business

Tartan

Mather, Jim SNP Highlands and Islands Watch on SPTV

Professor Michael Porter's reputation suggests that a somewhat more systematic approach would have been taken. Certainly, his work has passed muster—I believe that Scotland the Brand paid a substantial fee for it—and goes well beyond two people from China.

What is interesting about tartan is the way in which it helps us to gain traction in terms of others' awareness of Scotland. Over the past 10 years, 50 per cent more Americans have designated themselves as Scots-Americans. Although that is doubtless a function of the Scottish Parliament and Braveheart, it is also a function of the tartan day phenomenon. Our cousins in America are developing rituals such as the kirkin' o' the tartan, through which tartan and plaid are being placed at the heart of their personae as Scots-Americans.

Last week, we gained further insight into that at Tom Hunter's excellent event entitled "The Second Enlightenment" at Kelvingrove Art Gallery and Museum. He brought along Simon Anholt, a young man who is the world's leading authority on national brands and whose advice contained some important messages about our stewardship of tartan in the long term. Simon Anholt talked about national image being psychologically and economically important to any country. He said that, as with tartan, a country's national image has to be managed and maintained, and that Scotland could not simply freewheel on its reputation, products and tartans that were delivered by previous generations. He went on to say that the way to maintain and develop our international reputations and brands is to gain a clear idea of our values and identity and of the values that we want to project, for example through modern tartan. It is clear that the iconic appeal of tartan lends itself to that.

Simon Anholt also made the important point that the only way in which to build that future identity and reputation is to have a pipeline of new and exciting projects and innovations that are totally consistent with what has gone on in the past. We know that our textile industries and designers are up for that. He was adamant in saying that neither new and boring nor old and interesting would do. He was equally adamant in saying that what was required was new and interesting, although that did not mean throwing out the baby with the bath water—we have to continue what we have got.

The minister's proposition will get support, along with any other sensible efforts to bolster tartan and promote the image, values and attributes of Scotland. It is clear that tartan is an identifiable icon that embodies the values of the nation. My wish is that it continues to be so over the long term.

Recently, I have been reading a book with the somewhat off-putting title "Great Boss Dead Boss"—

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Plenary, 07 Feb 2007

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