nation branding
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The leader
The UK’s reputation has lost its lustre. Time for Lady Britannia to brush herself down, get out there and show off her assets – but what exactly are they?
Observation
How can a nation get its voice heard on the world stage? If you lack resources and numbers, perhaps it’s time to wield some ‘soft power’ to encourage trade and tourism. By Tyler Brûlé.
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.
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.
Model nation
Reimagining Liguria and Monaco as Costazzurra: a Riviera superpower with reengineered ports, banned hypermarkets, Fincantieri shipyards and a World Cup-winning brand strategy.
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.
