6. Build the brand

Recommendation 6 - Build the official statistics brand and gain visibility

Excessive modesty about official statistics is dangerous. Like other industries, we need not only to generate value but to demonstrate and publicise that we are doing so. One element of this is relentless promotion of the comparative advantages of our adherence to the Fundamental Principles of Official Statistics characterized by high quality standards, professionalism, globally agreed methods, unwavering impartiality and credibility. More generally, brand recognition should be an explicit objective, based on the usefulness and quality of what we do and bolstered by concrete examples of the value of official statistics, therefore:

• Be more assertive about out adherence to the Fundamental Principles of Official Statistics and the value that this generates. This together with the reliability and quality that this endows in our products is a genuine comparative advantage that official statistics enjoys and we should exploit it as such. Official statistics have intrinsic value for democratic societies and for human rights in terms of the equal right to information and accountability of decision making through the measurement of economic, social and environmental development.
• Promote and publicize how official statistics around the world have added value. As previous sections illustrate, there are many examples of where official statistics have generated value to societies and economies. Again, “hiding our light under a bushel” is not a virtue in this domain. Official statisticians should find means to publicize such successes, not least as a way of helping identify further instances of where official statistics could add value. We should share examples which showcase the value of statistics in decision making and how they help people decide where to locate a business, what products to sell, where to build roads, schools and hospitals, and to know how families, women, men and children are doing, what is our quality of life, status of environment, economic conditions and performance. Why not write a series of articles on the uses of statistics, innovation, design and product development?
• All NSOs should formulate and implement explicit brand recognition and promotion strategies. While the general precepts apply across all official statistics, the circumstances and conditions facing individual NSOs will differ. There are many but varying means by which NSOs can achieve greater brand recognition and visibility and individual NSO strategies could draw on these, as appropriate to their particular context.
• Take steps to cater for a wider and probably less informed range of users. The range of users of official statistics is expanding, not just to include professional analysts, researchers and public officials but to embrace a wider range of citizens looking for data to inform their decisions. In itself, this is welcome but it also means the average user is liable to be less well informed. One consequence is that NSOs need to consider how to make their outputs and their implications more accessible – what was appropriate for expert users will not be so for less expert but nevertheless fully legitimate ones. Furthermore, NSOs should consider practicable steps, perhaps working with other agencies, to educate users in numeracy and statistical literacy. This is of strategic importance for increasing the appreciation of official statistics and their value in society.