Scotland’s reputation often conjures images of breathtaking landscapes, historic castles, and vibrant cultural traditions. But beyond the iconic tartan and lochs lies a dynamic hub for trade, innovation, and investment. Rob Catterson, Senior Marketing Manager at Scottish Enterprise, is on a mission to reshape perceptions of Scotland among audiences who think they already know the country.
In this interview, he shares his insights on balancing heritage with innovation, the role of data-driven storytelling, and the future opportunities for Scotland’s global reputation.
Rob, in our conversation prior to this interview you’ve mentioned wanting to change perceptions of Scotland among those who think they already know it. What makes this so important to you, and how do you go about tackling it?
Many people think they know Scotland, but sometimes they see only part of the picture – history, heritage, and stunning landscapes. That’s all true, but Scotland is also a leader in innovation, sustainability, and global business. Changing perceptions matters because attracting investment, talent, and trade depends on showing Scotland as a modern, ambitious country, not just a great place to visit.
We tackle this by telling new stories – highlighting Scotland’s strengths in sectors like renewable energy, tech, and life sciences. We use data to back up our message and creativity to make it stick. We work with businesses, investors, and global partners to showcase real success stories. The more people see Scotland as a place to build, invest, and grow, the more we drive economic transformation.
Scotland is often associated with its iconic heritage, but you focus on promoting it as a destination for trade and investment. How do you balance these narratives to present a well-rounded image of the country?
Scotland’s heritage is a huge and unique advantage – it gives us global recognition and credibility. But we’re not just looking back; we’re building on that foundation. The same spirit of innovation that gave the world the telephone, penicillin, and the steam engine is driving breakthroughs today in renewable energy, artificial intelligence, and precision medicine.
Balancing the message means linking Scotland’s past to its future. We highlight our history of invention but show how that continues to grow and flourish today. We make sure investors and businesses see Scotland as a place of opportunity – not just tradition. That way, we attract people who want to be part of our next big success story.
You manage a team that blends creativity with data. How does this approach help you tell Scotland’s business story effectively, and can you share an example of its success?
Facts alone don’t change minds – stories do. We use data to prove Scotland’s strengths, but creativity makes the message land. That means using smart insights to target the right audiences, then crafting compelling campaigns that build emotional resonance and inspire action.
A great example is Scottish Enterprise’s international Think Different, Think Scotland campaign. We knew Scotland had a strong offer for global investors, but we needed to cut through the noise and make people pay attention. By combining data-driven insights with bold creative storytelling, we built a campaign that challenged outdated perceptions and showcased Scotland as a hub for innovation, talent, and opportunity.
The result? A boost in international engagement, increased investor interest, and a fresh narrative about Scotland’s place in the global economy. It’s proof that when you blend data with creativity, you don’t just tell a story – you change the conversation.
Your colleague, Sam Crawford of Brand Scotland, recently spoke about the Brand Story Book and domestic advocacy. How does your focus on the business pillar align with or build upon these initiatives?
The Brand Story Book is all about telling Scotland’s story in a way that resonates globally. My focus is making sure the business and investment side of that story is just as strong as the cultural and tourism aspects.
Economic transformation relies on a consistent, credible message. We work closely with partners across Brand Scotland to ensure that when people hear about Scotland – whether through tourism, culture, or sport – they also see a nation open for business.
Domestic advocacy is key too. When Scottish businesses and leaders champion Scotland’s strengths, it reinforces our message internationally as well as lending new voices to our stories.
As you look to the future, what do you see as the biggest opportunities or challenges for Scotland in growing its reputation as a hub for trade and innovation?
Scotland has a huge opportunity to lead in the industries of the future – renewable energy, fintech, space tech, and life sciences to name a few. Our universities, talent pool, and commitment to sustainability give us an edge. If we position ourselves well, we can attract major investment and drive long-term economic growth.
The challenge is competition. Every country wants to attract talent and investment, so we need to be bold, clear, and proactive and demonstrate that we back ambition. That means not just telling Scotland’s story but proving it – through policy, infrastructure, and strong global partnerships. If we stay ambitious, Scotland can stand out as a place where businesses don’t just succeed but thrive.
Which countries, regions, or cities do you find most inspiring for their innovative approaches to place branding, particularly in attracting investment?
Singapore is a great example – it has positioned itself as a global business hub through smart branding, strong infrastructure, and clear incentives for investors. Ireland has also done an excellent job of attracting international companies by promoting its talent pipeline and business-friendly environment.
Closer to home, cities like Copenhagen and Amsterdam stand out for their focus on sustainability and innovation. They’ve successfully branded themselves as places where businesses can grow while making a positive impact.
Scotland has similar strengths, and by learning from these examples, we’re sharpening our approach and strengthening our global reputation.
Thank you, Rob.
Enjoyed our interview with Rob Catterson on Scotland’s business branding and economic transformation? Spread the word!
Discover who else is shaping the world of places by visiting our Who’s Who.
