SOFT POWER SUMMIT

I’ve had the privilege of participating in the Global Soft Power Summit for the past few years, held at the heart of London in the Queen Elizabeth II Centre. This summit is a cornerstone event for professionals dedicated to the realms of national branding and the development of soft power across nations. It provides an unparalleled platform for exchanging ideas and discussions on the Global Soft Power Index, the world’s most comprehensive study on the perception of national brands.

I extend my deepest gratitude to Brand Finance for their steadfast commitment to publishing this index year after year. It serves as an invaluable tool for my colleagues and me within the industry, offering insights into the dynamics of global rankings and pinpointing what is lacking, how to enhance international communications, and how to finesse our brand strategies.

In today’s world, it’s widely acknowledged that it’s not sufficient to merely perform commendable acts; it’s equally critical to broadcast these deeds, mainly their intentions. This notion underscores the fact that a country’s brand isn’t merely a reflection of its current state or historical backdrop. Instead, it represents the nation’s perception by the international community in the future. It signifies the direction in which a country is headed, which is paramount because the foundations we lay today shape our future.

Communicating where we’re heading is vital. It ensures that our friends and supporters can join us on our journey towards progress and development, ultimately enhancing the lives within our country and, by extension, the world.

The Global Soft Power Summit 2024 once again highlights the importance of storytelling in nation branding and soft power. It reminds us that the brand of a country is a beacon for its future, not just a mirror of its past or present. Let’s continue to share our stories, our directions, and our intentions, building a brighter future together at the upcoming Global Soft Power Summit in London on 28-29 February 2024. I enclose below the link for the Summit: Global Soft Power Summit 2024

The Global Soft Power Summit 2023 took place in London on the second of March 2023 for the second time. The launch of the Global Soft Power Index 2023 was traditionally part of the agenda:

Leaders of the Soft Power Index 2023:
1. United States
2. United Kingdom
3. Germany
4. Japan
5. China
6. France
7. Canada
8. Switzerland
9. Italy
10. United Arab Emirates

Soft power helps to create an attractive image of a country, making it more appealing to other countries and people. This can lead to increased tourism, investment, and cultural exchange. Overall, soft power is a key tool in a country’s foreign policy toolbox and can be and should be used to achieve a range of strategic objectives, from promoting trade and investment to advancing human rights and democracy.

Leaders of the Soft Power Index 2022:
1. United States
2. United Kingdom
3. Germany
4. China
5. Japan

During my work in the field of soft power, I identified several challenges that countries may face when trying to use soft power:

1. Limited resources: Developing and promoting soft power can require significant resources, including investment in cultural institutions, education, and diplomacy. Some countries may not have the financial or institutional capacity to invest in these areas.
2. Cultural differences: Soft power relies on cultural exchange and understanding. However, cultural differences can make communicating effectively and connecting with audiences in other countries challenging.
3. Domestic politics: Domestic politics can influence a country’s ability to use soft power. For example, if a country’s government is perceived as corrupt or undemocratic, this may undermine its ability to project soft power and promote its values.
4. Negative perceptions: Countries may face negative perceptions or stereotypes from other countries, which can be difficult to overcome. These negative perceptions can be based on historical events, political disagreements, or cultural differences.
5. Strategic priorities: Countries may have competing priorities that make it difficult to prioritize developing and promoting soft power. For example, a country may prioritize economic development or national security over soft power initiatives.
6. Limited impact: Soft power can be challenging to measure and may not always directly impact a country’s foreign policy objectives. This can make it difficult to justify investments in soft power initiatives.

Please contact me for more information or send your comments on the subject of SOFT POWER: