Soft Power
Page 14
National expression
There are many ways for a nation to build international brand equity. From winning Olympic medals to becoming a travel hub, the options are plentiful but the results are not always guaranteed.
Presenting the nation
A boom in state-funded English news channels aims to transmit a country’s brand alongside the news. We report on these new broadcast empires and ask if it's propaganda disguised as programming.
Africa/Middle East
West Africa wants its money back from France, the UAE's "Poetry Idol" and Japan's aid to Africa.
Future states
Pentagram's Paula Scher rebrands America, arguing that a poor global image demands new symbols, a humbler name and abandoning "enforcing" freedom for something more honest.
But who are you?
As corporate brands become more powerful than countries, there's much work for agencies keen to rethink a nation’s identity. *Monocle* explores the complex construct of how nations are made.
Country codes
Brand pioneer Wally Olins gives an insight into how nation branding works. From Spain's vibrant colours to Poland's shades of grey, he explains why every country should have a creative director.
Observation
The Unravelled Kingdom: We turn our attention to the UK's national brand, a topic close to Monocle HQ, examining its current state as issues of nation building and branding come to the fore.
4. Tokyo
Integrated transport, breathtaking technology, great service and the best bars make this our top big city.
7. Sydney
The city has some environmental issues and an antiquated transport system. But then there’s the beach…
Observation
Not everyone is welcome on the beach in Italy. The Russians are discovering that locals, while partial to their cash, find them too gauche for words. A new Cold-Shoulder War has broken out.
