This episode examines the strongest brand of the present moment: Germany. Issues include things that Germany did well during its hosting of the FIFA World Cup; the deep history of Germany's positive brand (being foundations of a positive reality) and Germany's successful engagement of darker parts of its past. Discussion also included cuckoo brands impersonating countries of origin other than their own and Simon's finding that people see countries as either decorative or useful, with Germany as the archetypal useful place.