Much like the political concept of "coattails," companies look at increase the perceived value of their brand, by associating with bigger, more prestigious brands.
So, if I tell you I have a partnership with Nike, that's more impressive than Joe's Auto Shop (sorry, Joe).
That's why I am feeling good that my kids and I are so closely associated with Finland (and Estonia). ;-)
Finland has long been recognized for its world-class and world-leading education system and now, they are taking the next step to get their students ready for a globalized world...by abolishing classes based on a specific subject.
You can read more here.
This goes hand-in-hand with my long-standing concern about the American education system (college and K-12), so it is good to see the leader doing something innovative.
That...combined with their emoji-driven marketing campaign (I downloaded the app- Apple + Android)....Go Suomi!