Project Background

As a nation, we can give ourselves a modest pat on the back. Over the past 25 years, we have achieved a great deal. We no longer struggle with an economic model at the mercy of the seasons but have built a diverse and successful economic portfolio fit for the 21st Century. We have developed and improved our standard of living – for example, our Island is relatively safe, we have excellent health and education systems, an award-winning museum celebrating our heritage, and an attractive taxation system.

However, we cannot afford to be complacent. We live in a highly competitive world, which means, that like all our competitors, we need to fight harder for every £ we earn. We have to stand out and play to our strengths.

That is why this project was initiated in 2003, with the declared objective of developing “a clear, relevant and distinctive brand positioning strategy for the Isle of Man”, and why we believe it is so important. It will help reinforce our sense of a unique identity, it will unite us in a common purpose and will define how best we can stand out.

This project touches every one of us. We all have an important role to play in the economic, social and cultural success of our nation.

This website has been produced to help everyone in the Isle of Man understand what makes it so special and how we can use that knowledge to our advantage. By concentrating on our unique qualities, we will give ourselves an advantage in this highly competitive world. We will stand out – improving our image and helping our economy whilst retaining our essential character.

This drive for economic success is in no way detrimental to our cultural and societal development. A strong economy and a strong culture are mutually reinforcing.