| Jeremy Kahn, former managing editor at The | | | | the world and is burdened by a whole slew of |
| New Republic, recently wrote an article on Nation | | | | other socio-political issues. Does this mean that |
| Branding for Foreign Policy magazine saying, "In | | | | the entire country and all its citizens should forfeit |
| the absence of political transformation, nation | | | | the right to publicize their positive attributes and |
| branding often amounts to nothing more than | | | | promote their areas of opportunity? |
| misdirection." He claims that, "Transformation of a | | | | It is international influence, investment, and |
| country's image can only come after the country | | | | interest that will put Nigeria on course towards |
| is transformed." | | | | stamping out corruption, increasing employment, |
| A country and its citizens should not have to wait | | | | developing infrastructure, regulating financial |
| for massive reform before it starts leveraging | | | | markets, and reducing dependency on crime. The |
| and promoting what it has to offer the world. A | | | | key to attracting international interest is to |
| country needs to identify its strengths (all nations | | | | publicize the fact that they are one of the world's |
| have them,) stay true to their reality, and place | | | | top oil producers, a new democracy, and have an |
| themselves on a global platform. | | | | economy ripe with opportunity for the bold and |
| South Africa is a prime example of a nation laden | | | | enterprising investor. |
| with political turmoil, which managed to brand itself | | | | Likewise, Bhutan should be talking about its new, |
| in spite of negative press. A country with the | | | | young King; Nepal about exotic tourism and its |
| second most murders per capita and a | | | | medicinal herbs; and Saudi Arabia about how they |
| tumultuous political history, has managed to create | | | | are a reliable partner to the west. Do we hope |
| a thriving luxury tourism industry and an | | | | for political transformation in these countries? |
| impressive status in the mining and film industry. | | | | Maybe, but as we all wait it should not preclude |
| Their development as a brand is the result of | | | | them from presenting their abilities and resources. |
| deep 'self reflection' and a solid, unified action plan. | | | | Branding a nation is a long and hard won process |
| The country's branding agency interviewed over | | | | and governments have an obligation to their |
| 25,000 people in 11 languages to learn who they | | | | citizens to begin presenting themselves on the |
| are as a nation, where their assets lie, and how | | | | world stage, no matter what phase of political and |
| they are perceived by others. Then, despite all | | | | economic development they are in. Every country |
| their weaknesses, they focused on their | | | | and every single individual has something to offer |
| strengths to create a powerful brand in the global | | | | and in order to compete; you need to let the |
| marketplace. | | | | world know about it! |
| The West African nation, Nigeria, is commonly | | | | Copyright 2009 by EPIC Global Media Inc. |
| identified as one of the most corrupt nations in | | | | |