


In the last week of April, I went to a conference in Geneva, Switzerland together with my boss and another colleague. The days were packed with a full conference program with many sessions, and I also had to do a presentation myself so I did not have much time to enjoy the wonderful spring weather with sunshine and temperatures in the 70s.
The conference ended Friday at lunch, but our flight back home was not until Friday night, so I had the afternoon off to explore Geneva - a city I had never visited before. Unfortunately, this was the only gray and overcast day of the week but still it was very nice to be able to spend a few hours playing tourist.
Since Geneva was the centre for the Calvinist reformation, I found it appropriate to pay a visit to the reformation museum as well as the reformed Cathedral, and an archaeological exhibit below the cathedral. I also strolled through the narrow streets of the old town and saw some picturesque squares. Of course, I also had to enjoy the lake and the famous water fountain there.
My trip to Switzerland made me think of how excellently Switzerland has managed to create a very clear brand for itself. Everybody thinks of something when they hear "Switzerland": Cuckoo clocks, chocolate, watches, banks, Alps.. I wonder what other countries have a similarly strong brand. What do people for example think of when they think of "Denmark"? The Little Mermaid? Lego? Beer? Bacon?....
I discussed this with JA, and we had fun going through different countries to see if we got the same associations: Netherlands: Windmills, tulips, wooden shoes, Spain: Bull fights, flamenco, England: Tea, fish & chips, soccer...etc. We realized that many countries actually had characteristics, products, traditions or sights that we immediately thought of. However, we also realized that some countries, like Slovakia, did not give us any associations whatsoever. Maybe our next trip should go to Bratislava to make up for that. Or maybe not.












