V 32. epizodi GOVSI podkasta je voditeljica Polona Prešeren gostila Simona Anholta, britanskega svetovalca, raziskovalca in avtorja ter utemeljitelja termina nation brand (angleško znamka države). Pogovor v angleškem jeziku je bil posvečen ugledu držav, javnim zaznavam ter strateškemu razmišljanju o tem, kako se države uveljavljajo v mednarodnem okolju.
Anholt je poudaril, da je nacionalna podoba veliko več kot promocija turizma ali odnosi z javnostmi. Gre za področje, ki vključuje ekonomijo, mednarodno pravo, mir in varnost, zgodovino, geografijo in kulturo. Ljudje realnost doživljamo skozi zaznave, zato imajo te enako težo kot dejstva. Raziskave kažejo močno povezanost med podobo države in njenim uspehom pri turizmu, investicijah, izvozu ter diplomaciji.
Analiza skoraj milijarde podatkov v raziskavi Anholt Nation Brands Index kaže, da države z najboljšimi podobami niso nujno najbogatejše ali najmočnejše, temveč tiste, za katere javnost verjame, da pozitivno prispevajo svetu zunaj svojih meja. V tem kontekstu je posebej izpostavil Slovenijo, ki je v zadnji izdaji Good Country Indexa zasedla 8. , Estonija pa 9. mesto, kar je po njegovi oceni izjemen dosežek za tako majhni državi.
V razpravi o znamki I feel Slovenia je Anholt poudaril pomen doslednosti: znamke se ne menja pogosto, ker se javnost nanjo naveže skozi dolgoročno ponavljanje. Logotipi in slogani niso odločilni sami po sebi, temveč so učinkoviti, ko odražajo skupne cilje in avtentično ravnanje države.
Vabljeni k ogledu in poslušanju epizode podkasta!
[ENGLISH VERSION]
Simon Anholt in the GOVSI podcast: A country’s reputation is built by actions, not advertisingIn the 32nd episode of the GOVSI podcast, hosted by Polona Prešeren, we welcomed Simon Anholt – a British advisor, researcher and author, and the originator of the term nation brand. The conversation, held in English, focused on the reputation of countries, public perceptions, and strategic thinking about how nations establish themselves in the international environment.
Anholt stressed that a country’s image is far more than tourism promotion or public relations. It is a field that encompasses economics, international law, peace and security, history, geography and culture. People experience reality through perceptions, which is why perceptions carry the same weight as facts. Research shows a strong link between a country’s image and its performance in tourism, investment, exports and diplomacy.
An analysis of nearly a billion data points in the Anholt Nation Brands Index shows that countries with the best reputations are not necessarily the richest or most powerful, but those that the public believes contribute positively to the world beyond their borders. In this context, he highlighted Slovenia in particular. In the latest edition of the Good Country Index, Slovenia ranked 8th and Estonia 9th – an outstanding achievement for two such small countries, in his view.
Discussing the I feel Slovenia brand, Anholt underlined the importance of consistency: a brand should not be changed frequently, because the public connects with it through long-term repetition. Logos and slogans are not decisive on their own, but they become effective when they reflect shared goals and authentic national behaviour.
The GOVSI podcast is available on all major podcast platforms and on the YouTube channel of the Government of the Republic of Slovenia.