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.

Episode 1: Biden's America

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.

Episode 2: Brexit Britain

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.

Episode 6: Cities and International Image

This episode probes the realities behind the excellent image of Canada and finds some worrying trends including a tendency for the image to be inversely linked to that of the US, to be based on behavior from the past, and to exaggerate strengths in areas where the country could do more.  Simon compares the image in the Nation Brands Index with the reality-focused Good Country index where weaknesses are highlighted.  Other issues include Canadian city image, indigenous issues, and the contribution of Quebec.  The result is reminder that Canada needs to keep focused on delivering on its promise.  It can't rest on laurels.

Episode 15: Oh, Canada!

This episode considers the impact of digital and social media on the world of international reputation and soft power.  Simon and Nick consider the association between populism and social media and ask whether diplomacy has become harder in a digital world.  They look at countries which have sought to benefit from positive digital activity such as Estonia or Rwanda and ask how much damage is done when a country like Russia behaves badly.  They conclude with a discussion of the reputation of big tech companies as actors in international space.

Episode 16: Digital Disruption: New Technology and the Balance of Soft Power.

This episode examines the image of Japan: consistently admired in the Nation Brands Index (#4 in 2020) but apparently out of step with the behaviors that bring strength in the Good Country index (#26 in 2020).  Simon and Nick look at some of Japan's strategies to maintain a global presence such as hosting the Olympics and the up-coming Expo 2025 in Osaka; consider successful behavior such as the collective action of fans, cleaning stadiums during the soccer world cup and look at underlying weaknesses including a decline in knowledge of foreign languages and a reluctance to welcome migrants.  Japan emerges as a unique actor with tremendous advantages but one which needs to take care to adapt its approach to 21st century priorities and global needs or risk a decline in its standing.

Episode 17: Japan at the Crossroads

This episode considers how two core concepts of this field fit together: public diplomacy and place branding.  Nick sees PD as the overall concept and place branding as one of the tools; Simon sees place branding as the overall approach and PD as just one aspect of a country's image.  They find agreement in the issue of impact and the importance of real evaluation in both activities.   Cases considered include the evolution of British public diplomacy and historical missteps to the United States.  The conversation concludes with Simon and Nick both affirming that what is really important is getting to the right policies.  Good policies that lay the foundation for success in both place branding and public diplomacy.

Episode 19: Public Diplomacy and Place Branding.

Episode Twenty-Two: Systems and Structures: Organizing Public Diplomacy.   This episode considers the best way to structure and coordinate the elements within a nation's bureaucracy responsible for public diplomacy.  It looks at best practices and common shortcomings. Simon and Nick agree that fitness for purpose seems to be the last things considered in setting up institutions.  Proposals for good practice include Simon's suggestion for Iceland of a single 'house of Iceland' to house all elements of outreach.  Nick notes the problem of elements undermining one another and the virtues of the German system of separate institutions for each function.  Turning to structures of coordination, Simon recalls working within the British structure in the later Blair period.  Nick stresses the value of a single agency or individual coordinating a collective effort, and the correlation of historical success with a special relationship between the senior official and head of state as with Churchill and Brendan Bracken or Reagan and Charles Z. Wick.   Simon and Nick conclude that the best results seem to come from organizing a shorter-term collective campaign working to a collective objective.

Episode 22: Systems and Structures: Organizing Public Diplomacy.

This episode examines the crucial category of trust in communication and reputation with especial reference to the findings of the Edelman Trust Barometer for 2021 [https://www.edelman.com/trust/2021-trust-barometer].  The findings of this survey are alarming, being summarized as 'information bankruptcy'.  Unlike national images, trust seems volatile with the highest degree of trust shifting from NGOs to 'people like the audience' to employers and businesses over the twenty years that the barometer has surveyed publics around the world.  Simon points out that the decline of trust in government presents a crisis for democracy.  Nick softens the blow by arguing that trust in local government is increasing.  The pair consider the impact of COVID on trust, which seems to have boosted trust in one's own government but decreased trust in in media.  The local nature of trust is seen as a problem for the UN and EU.  The diffusion of trust suggests that the only way to bring people together to address large issues is through a partnership of different kinds of actors with the ability to elicit trust from different sorts of people.  Simon and Nick conclude that the best way to rebuild trust is to develop critical thinking, ironic perhaps given that this process includes a reasoned mistrust.  Such a process is essential for a healthy democratic future.

Episode 23: Trust: The Linchpin of Reputation

This episode considers the image of Israel which, as Simon notes, was one of the worst when included in the Nation Brands Index. The heart of the problem seems to be the power of a conflict to taint the image of all combatants whatever its inherent rights and wrongs. Nick notes a string of innovative Israeli activities to show that Israel is more than a conflict. Simon recalls consistently advising governments of Israel that it would need to act jointly with Palestine to really improve its image. The bad image is shared. The pair consider the actual contributions of Israel to the world revealed in the Good Country index as evidence of the way in which the good is overshadowed. Simon attributes Israel's headwind to anti-Semitism but notes that Islamic countries face a similar attitude in external Islamophobia. The discussion concludes by considering the positive indicators of the Abraham Accords, but emphasizing all countries need to be as engages as possible in partnerships and collaborations from trade to development. Countries like Israel and Japan with a strong sense of distinctiveness and an exclusive approach to identity as at a disadvantage moving into the 21st century.

Episode 26: Israel: Branded by Conflict?

Inspired by media reports of the Turkish government attempting to assert the Turkish spelling of their name, this episode considers strategies of naming/renaming/spelling.  Turkey’s move is discussed in the context of its history.  Simon suggests four categories of renaming: the post-colonial shift to a more authentic local name as with Swaziland/Eswatini or Madras/Chennai; the attempt to be more memorable because one’s name is insufficiently distinct as when Slovenia considered Alpe-Adria; the power-play as when a regime rebrands key places (as with Astana/Nursultan) and the names of historical revival such as Israel.  Nick argues that part of Czecholosvakia’s problem in the mid-20th century was the lack of resonance around its name.  Simon notices that some languages have changed names while others keep older names longer.  Italians still call Beijing ‘Pechino’ (the equivalent of ‘Peking’).  Simon recalls the process by which Pakistan invented its name.  Nick muses on whether some countries actually need a name change.  Simon raises the issue of countries with multiple names (including the UK) and counties retaining a definite article in their name.

Episode 33: What’s in a Name? Renaming places as a Strategic Gambit

This episode revisits a key concept in the study of international image: the ‘country-of-origin effect’ by which countries can enhance the value of products made there and vice versa.  Simon notes that an estimated 1/3 of all value in the world is locked in brand value and the desire of some developing countries to develop international brands.  He recalls the successful case of Dilmah tea as a Sri Lankan brand. Nick recalls the success of Germany in repositioning its Country-of-Origin narrative from inexpensive manufactured goods in the late 19th century to its high-quality well-designed products in the early 20th century and since – a trajectory followed by Japan and now by China.  They discuss brands which imply a false origin and recent attempts to protect an image as when Jamaica objected to Adidas using its national colors on shoes.

Episode 34: The Power of “From”: The Country-of-Origin Effect

Today's episode considers Italy, hailed by The Economist in December 2021 for its improvement but in the news in the summer of 2022 for political problems.  Simon and Nick dissect elements of Italy's reputation noting both the advantages and pitfalls of its long significance in the cultural field.  Simon compares Italy to fellow high-performer, Japan but asks whether and why Italy is seen as decorative rather than useful. Nick questions the role of the diaspora and the connection of Italy to the church as contributors to Italy's significance. Simon presents the profile of Italy in the Good Country Index where weakness in key fields in apparent. The conversation concludes with a discussion of policy responses to ensure that Italy's existing soft power is preserved to provide a future hedge of what Nick has termed 'reputational security.'

Episode 39: Italy: Rising or Falling?

This episode considers the implications of the rise of state-sponsored fake news and disinformation for international images.  Simon takes the line that the exaggerations of nation branding are on a continuum with all-out lies of malicious propaganda. He calls for better research on public responses to nations using distortion.  Does it demonstrably damage reputations? Nick argues that state sponsorship of objective news can be an important component of Soft Power as the BBC is an asset for the UK.  He considers the history of this and the ways in our own time by which states are learning to blunt the kind of disruptive media onslaught of the kind deployed by Russia in 2014.  He cites the British response to the Skripal case of 2018 and the effective use of so-called 'pre-bunking' strategies in the run up to Russia's invasion of Ukraine in February 2022.  Simon worries that the loss of confidence in news undermines the whole notion of things being knowable and plays into Russian hands which prompts Nick to stress the importance not merely of single state sponsored sources of objective news like the BBC but of building free media broadly to create multiple sources of credible news at a community level.  The conversation ends with agreement that education is the answer and the perhaps our age of disinformation is a necessary wakeup call for a better future.

Episode 40: Nations and Truth: International Reputation in an Age of Disinformation

This episode considers one of the problems of international relations today: the absence of the kind of compelling visions of the future that inspired international cooperation in the past.  Nick argues that countries need a vision for stability and are finding that in distorted idea of the past rather than an image of the future which might be open to collaboration.  Simon notes that most people aren't aware of visions articulated at the transnational level.  The conversation develops to include positive messages from the Nordics and other 'hipster' nations; negative messages in fiction and the stand-out case of China as a country which does look to the future and builds ideas about the future into its image and diplomacy.  They consider whether apocalyptic ideas imbedded in so many religions might hinder the articulation of visions of the future and the merits of different venues for presenting visions such as expos or Disneyland's Tomorrowland.  They conclude that the need for positive visions of the future is critical and that the space seems all too vacant.

Episode 41: Future Perfect: Visions of progress and country image

This episode probes the connection between personal identity and national image, considering Simon's past contention that national image is an extension of the sense of self.  Nick agrees and suggests that the connection helps to explain why people feel so strongly about slights to a nation's standing or evidence that a government has allowed prestige to slip.  The conversation moves on to consider the ways in which images of other counties became part of self-identity, including ancestral enemies, countries which are historically connected, and countries whose culture merges with expressions of generational identity.  Simon points to the phenomenon of reciprocal liking in national image and how countries like France and Germany each understand that the other admires them.  He seldom finds examples of unrequited love.  The discussion moves on to consider examples of one nation's symbols becoming fashion statements abroad.  Nick and Simon then turn to issues of exclusion and minorities.  Nick points out that excluded people sometimes only experience their national identity fully when overseas.  They note the integration of identity-based politics into international image: Britain, the US, the Nordics and so forth making their concern of LGBTQ rights a major part of their foreign policy, while Russia makes its hostility to such rights part of its brand.  The conversation ends with the question of whether it is wise to identify a country with principles that are not universally held by its citizens.

Episode 42: All About Me? National Images and Personal Identity

This episode considers the image of Great Britain as the country mourns the loss of Queen Elizabeth II and simultaneously adapts to a new Prime Minister—Liz Truss—and a new king: Charles III. The discussion begins with Simon recalling the brand equity derived from having a Royal Family, which he estimates in the billions. Simon and Nick continue discussing the value of the royal family to the management of change, providing a national rhythm like a metronome. The pair give high marks to King Charles for his early remarks with their emphasis on inclusivity and the multi-cultural nature of Britain; they welcome the diversity apparent in the Truss cabinet but bemoan the regrettable impression created by Truss's recent remarks questioning whether France is a friend. Simon argues that the royal funeral and eventual coronation will be a moment for Britain to recharge the batteries of its international image. They agree that because of the human tendency to personify countries as people, King Charles will necessarily be a central element in Britain's image. Nick raises the issue of the new king's past comments on social and political issues and speculates on whether he will be the much-needed rallying voice in the collective struggle against climate change. Simon advances his notion of Monarchy 2.0 by which members of royal families worldwide could be coordinated as a kind of UN upper house to speak on global issues

Episode 43: Britain in Transition: the UK's image and the New King and Prime Minister

This episode considers the utility of place branding and soft power strategies for countries least developed in these areas. The conversation begins by separating the value of a focused tourism promotion campaign from more general promotion strategies. Simon notes that even a successful tourism campaign can be a liability later, citing the difficulty that Jamaica has had being seen as anything other than a holiday place. Simon and Nick concur that the first step to develop an image must be grounded in research/listening to audiences to discover exactly what the image is. They note the success of some smaller countries in developing specializations that are relevant to international audiences, with the digital work seen in Estonia and Rwanda as good examples. Simon sums up the situation by saying that 'grand strategy is more important than brand strategy' and that the best way to a good image is through a good reality in a relevant field.

Episode 44: Weighing Image Strategies for Low-Income Countries

This episode considers the reputation of the Gulf and its most prominent actors including not only the nation states like Saudi Arabia, Qatar and UAE but city state actors like Dubai.  First, Simon makes the case that the Gulf is a case of a region's pre-existing negative image dominating perception of constituent parts.  He doubts the efficacy of most responses in the circumstance.  The conversation includes the perception of Saudi Arabia intimidating and the unlikelihood that the FIFA World Cup in Qatar will help that country's image.  Nick raises the positive case of the Abraham Accords as an example of realities changing behind the image.  The pair agree that initiatives from the region are frequently impressive but are undermined by a lack of connectivity.  Nick suggests that the problem may be the lack of interest of regional royal families in genuine change.  He points to particular cases of human rights abuse and royals placing themselves above the law as flaws.  Simon argues that there is a fundamental failure of people in the region to understand the values of others and vice versa.  The gulf remains unbridged.

Episode 45: Bridging the Gulf: Reputation and the Gulf States

This episode looks at the smaller units of international image—regions and cities—and how they fare in comparison to national images. Issues discussed include whether they help or hurt a national image and whether the promotion of smaller places is worthwhile. Simon starts out noting that some places are known for their products, with Champagne being the most obvious, but many are destined to remain unknown. Nick notes that the European Union benefits from being known for its smaller constituent parts while China's image in much more intimidating because its regional variations are unknown, and the focus is on the national level. Simon and Nick agree that diversity enhances a national image and note the value of regional images even when they are explicitly at odds with the overall nation state as with the case of the Basque Country and Catalonia within Spain. Simon argues that the internal contradictions, tensions and reactions that emerge from the interplay of local and national identities are part of what make nations vibrant and attractive. The conversation ends with discussion of issues around measurement and of the tension between rural and urban identities around the world.

Episode 46: Small is Beautiful? Subnational places and image promotion

In this episode Nick and Simon discuss the shifting image of Africa, taking a lead from the latest version of the Anholt-Ipsos Nation Brands Index.  Countries discussed include Egypt and Morocco, South Africa, Kenya, Tanzania and Botswana.  Simon argues that external knowledge of culture is the key and proposes a collective effort in that regard like a joint equivalent of the British Council.  Nick notes some single country successes like Angola's win at the Venice Art biennale.  They agree that progress is slow and conclude with discussion of the increased presence of China on the continent.

Episode 47: Africa on the move?  The prospects for a better image.

In this season finale Simon and Nick discuss the recently published findings of the 2022 version of the Anholt-Ipsos Nation Brands Index.  The most noticeable result is that Russia has fallen from 27th place in 2021 to 58th, a dive unlike any other in the history of the index reflecting the international community's alarm at the invasion of Ukraine.  They note that Ukraine has not jumped forward in an analogous way, but merely continues to show a gradual improvement in its standing.  Simon and Nick discuss these and other features of the new index including the UK dropping out of the top 5, the continuation of German in the top spot and the US remaining 8th.   Other issues include a decline of interest in traveling to other places in general and an improvement in the image of Israel.

Episode 48: The Verdict? The Nation Bands Index 2022 and Russia's fall from grace.

People, Places, and Power is a podcast hosted by Nick Cull and Simon Anholt about international reputation, foreign policy, and a few other issues along the way.

People, Places, Power

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