Tuesday, November 27, 2007

Nation Brands already exist

What very often we tend to forget is that nation brands already exist for all countries irrespective of whether or not they are being managed. The issue then is: should a country allow itself to run reputational risks by being complacent or by actively engaging itself in steering its image in the highly competitive attention economy.



The more I think through it, the more I get to realise that public diplomacy is to nation branding what an 'operating system' is to PCs, sector branding is similar to 'application softwares' whereas a dedicated national branding agency would be a critical 'utility software' with high-end features that would ideally capture any reputation risk and assist in 'quarantining' some of the issues, 'repair' or 'delete' others.