People, Places, Power

This episode probes one of the core elements of national image and reputation -- culture -- and asks how a nation state can best incorporate it into its foreign policy. Cases include countries with magnificent cultures but weak images such as Iran and countries whose cultures are admirable but disconnected from contemporary relevance like Greece. Simon and Nick discuss the cultural element as a missing dimension for Ukraine in 2014 but a saving grace for Mali in 2012. The Cultural Relations approach of the British Council is advanced as a model and the current state of UNESCO bemoaned. In the final analysis Nick and Simon agree that it isn't enough just to be admired for one's culture; the nation state needs to do something to address the world's shared problems. With great soft power comes great responsibility.

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.

This episode considers the role of mega events like the Olympics, Expos, and men's FIFA World Cup in helping or hurting international reputation. Examples include the damage done by hosting to the images of South Africa and Brazil and the positive benefits enjoyed by Spain and South Korea. The discussion includes reflection on mega events as prompts for self-examination and alignment with a 'good country' approach, as well as the risk of boycotts against countries which fall short of international standards.

This episode probes cities as components of national brands and as brands themselves. Simon unpacks his idea of the brand. Issues include the relative volatility of city image, the absence of some of the countries with strong brands from the top of the City Brands Index, the potential for city diplomacy, and question of just why so many people admire Melbourne.

This episode examines the role of monarchy in international reputation. Simon recalls the equity added to Britain by the Duchess of Cambridge. Nick is brought round to seeing monarchy as lifting a country above short-term politics. Issues include regional approaches to monarchy and the need for monarchies to be restrained by law to avoid major negatives.

This episode considers the image of the European Union asking where it would stand if it were examined as a single brand. Issues include the strengths and weaknesses of its reputation; possible approaches to its troubled relationships with the former-East Bloc countries and demonizing of the EU by some non-members.

This episode probes the role of leadership in national reputation and asks what Good Leadership looks like in the era of COVID. Cases include Jacinda Ardern's impressive tenure in New Zealand and the dramatically mixed performance of Abiy Ahmed, Nobel Peace Prize winner and prime minister of Ethiopia.

This episode examines the predicament of Britain following its departure from the European Union. Issues include the absence of a BREXIT dip in key polls and Britain's Soft Power strategy for retaining its global position.

This episode considers the challenge facing Joe Biden as he looks to rebuild the damaged international reputation of the United States following social upheaval and the controversies of the Trump years. Issues include discussion of exactly how damaged US standing really is and the element of choice in public admiration of a country.