"Freedom to flourish".

That's the image that will be pushed around the world by the Isle of Man as the strap line for its branding exercise.

The thinking behind that phrase and what needs to happen next has been passed on to Tynwald members.

John Moss watched the project team " selling the concept" to an audience at the Manx Museum (text of audio file used on Manx Radio):

Let me repeat that phrase " freedom to flourish".

What was being looked for was the kind of verbal image that would sum up how we would like the Island to be preceived.

The Brand Book puts it in these terms "we have to stand out and play to our own strengths, we musn't loose sight of what makes the Isle of man unique and we musn't make the mistake of becoming plastic and featureles".

"Freedom to Flourish".

Why does the IOM need a brand stategy?

The people, we are told, desire "a strong national identity that encourages social cohesion and economic success".

In a test 83% of residents found freedom to flourish personally appealing and 97% thought it would appeal to outsiders.

Non resident also returned what is termed " an exceptional level of support".

(Picture: The man behind the branding exercise, Professor Hugh Davidson).