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Everybody knows at least one – a relative, colleague, friend or partner who has no idea how to market his or her best assets. There’s the good husband with a flair for the frying pan who never wants to be seen in the kitchen, the close friend with all the moves but who never ventures near the dance-floor, the associate at the office with all the arguments who dares not speak up, and the elegant cousin with the perfect physique who forever wears a potato sack. There are many countries that behave the same way.

The Swiss do little to promote their…

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