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.

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.

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.

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.

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.

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.

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.

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.

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.

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.'

This episode looks at the role of environmental policy as a component of international image and the question of whether countries are following corporations and ‘greenwashing’: laying claim to environmental reputations that they don’t deserve. Cases discussed include Australia, the US and the countries of the Middle East, stuck with a reliance of fossil fuel extraction. Simon argues that whatever the reality the simple fact of the conversation around sustainability is positive as it contributes to a global bandwagon effect by which taking care of the environment is universally expected. Simon also suggests that a middle tier of what he calls 'Hipster Nations' which emphasize the environment has now emerged -- New Zealand, Costa Rica, Chile, Slovenia and so forth -- and are changing the global conversation. Nick looks at the long arc of environmental issues in post-Cold War propaganda and wonders what issues emerging today will be critical to reputations in the future.

In this episode Simon and Nick discuss the reputation of Mexico and the reasons for its relatively poor showing in the Nation Brands Index. They consider Mexican government strategies including the tendency to pay disproportionate attention to US opinion. Conversely Simon and Nick agree that the global image of Mexico remains a byproduct of Hollywood stereotyping. Nick bemoans Mexican missteps at recent World Expos. Turning to the Good Country index Simon argues that Mexico is underperforming in real terms even in areas of great strength such as culture. He argues that a strategy based on a more active global agenda will pay off in a better global image.

This episode considers the power implicit in the popularity or otherwise of particular languages on the world stage, beginning with the question of whether the Nation Brands Index is accurate in showing the admiration of English-speaking countries. Simon and Nick not the counter examples of admired countries whose languages are not global in the same way: Germany, Italy, and Japan, suggesting that having a global language is not a guarantee of global admiration, even if governments have often treated it as such. The conversation continues to consider the Chinese government's investment in the Confucius Institutes; France's work to maintain the Francophonie and the importance of language in British and US cultural diplomacy. Simon and Nick consider the likely impact of the Ukraine war on interest in learning Russian and end by considering the value of simply having a recognizable language as an extension of the country-of-origin effect, whether or not people know what the words actually mean. The pair agree that this is a resource for Japan, Italy, and others.

In this episode Nick and Simon respond to a listener's question about the impact of a potential collapse of the Northern Ireland peace agreement on the image of the UK. After discussing this question, the conversation broadens to include the difference between issues of elite relevance and issues of importance to 'ordinary people'. Simon and Nick discuss the benefits of collaboration and the difficulties in dramatizing issues of broad international relevance like the UN's Sustainable Development Goals to a global audience.

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.

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.

This episode takes an overall view of COVID 19 and its impact on reputation. Simon points out that the damage to reputations was only slight as most people really aren’t interested in the internal affairs of other places. Image seems to be following expectations. People assume that Sweden managed the pandemic well even though they didn’t. The later discussion highlights the importance of real global collaboration and the problems of misinformation/disinformation evident during the pandemic. Nick notes the problem of opinions which should have been lightly held becoming full components of political/tribal identity. Simon notes the problem of politicians learning that lying to the public has few consequences. They agree that flaws in media became highly visible. Simon expresses the hope that the negative example of collective responses to the pandemic might guide a better response to climate change. The discussion closes with a plea for more critical thinking.

In this episode Nick and Simon think about the reputation of transnational ideas and organizations, starting with religions. Nick recalls regimes which have actively asserted a religious affiliation. Simon notes that today most western countries seek to distance themselves from a religious identity and embrace an image of tolerance. Cases discussed include Saudi Arabia, Poland, and the historical strategies of the Vatican. Shifting to other transnational groupings, Simon notes that indigenous communities and small island nations around the world have begun to connect transnationally to collective benefit. Nick notes the absence of the usual zero-sum game in the collective work on indigenous communities. Other cases discussed include pan-African politics and people with disabilities. The conversation cycles back to religion and discussion of the benefit of religions collaborating to rethink the image of faith as a broad category in the 21st century. The podcast closes with a discussion of extremism as a universal problem and challenge of attempting moderation/modernization.

This episode considers the results of the Nation Brands Index for 2021. Issues include the limited post-Trump recovery of the US image, the declining image of Britain and improving image of Canada. Simon discussed the arrival of Iceland in the index and continued rise South Korea. This year's NBI research included questions about priority issues. Simon notes that poverty was the most serious issue for audiences in the Americas and Africa, while the Asia/Pacific prioritized climate. Other stories include Israel, Palestine, UAE and the striking public 'forgiveness' of China for mishandling COVID.

In the episode Simon introduces the fifth iteration of the Good Country Index (index.goodcountry.org/) now published in partnership with Diplomatic Courier. He explains the nature of the index as an aggregation of contributions to the global good. Nick pulls out particular countries for scrutiny including the USA at #46. They agree that the top of the table (with Sweden once again in first place ahead of Denmark and Germany) shows the collaborative nature of European countries. Other countries examined include Russia -- continuing a decline -- and China and the stark contrast between UAE at 65th and Qatar at 109th with an especially poor score in cultural contributions (136th). Countries performing well include Cyprus at 16th and South Africa at 44. The conversation wraps up considering how the index plays into actual policy.

In this season 2 opener Simon and Nick consider the implications of the Russian invasion of Ukraine for issues of international image. Simon argues that the crisis has revealed the degree of interconnection associated with advanced globalization as revealed by the almost instant pressure on corporations to withdraw from Russia. Side issues include implications for the images of countries remaining neutral in the war such as India and China. Nick contrasts the image problems displayed by Ukraine in 2014 with the country's impressive showing in 2022 suggesting that investment in 'Reputational Security' has paid off. Simon notes how the image of a dynamic leader like that of President Zelensky can facilitate the repositioning of a national reputation. Simon also raises questions about the opposition in Russia and proposes a theory about Alexei Navalny.

In this final episode of the season Simon and Nick consider the implications of recent developments in Afghanistan for our understanding of international image. Issues include the role of branding in the initial policy missteps towards Afghanistan in the 1990s and the prospects for a positive image of Afghanistan in the future.

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.

This episode focuses on the attitude of the mass media to the issue of national brands, international images and public diplomacy. Simon laments the enduring focus on the superficial message of rankings. Nick ponders the role of media as a component of national image in their own right and the possibility that the BBC is the 'goose that lays the golden egg' of British Soft Power. The conversation turns to the reputation of damaged places like Cambodia in the 1970s or more recently Rwanda and Syria. Nick talks about recent research on Great War propaganda suggesting that roots of distortion lay more in the popular press than in government bureaucracies. The episode concludes with an acceptance that the public seem to get the media that they deserve and that the flaws of international coverage track

This episode probes arguably the most successful cluster of national reputations the Nordic region, performing at the top of both the nation brands and good country indices. Issues include the question of how the positive reputation benefits Sweden, Norway, Denmark and Finland and the historical factors underpinning the phenomenon. Nick raises the issue of the demonization of the region in Kremlin-linked media while Simon considers negative messaging from within the region from its own far right. Simon looks back on the Danish cartoon crisis of 2006 as an exemplar for how a reputation can be damaged by a single incident.

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.

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.

This episode looks at one of the strongest soft power images: that of France, noting that it has displayed a downward adjustment at the top of the Nation Brands Index in recent years. Simon considers the strengths and weaknesses of the French image, with governance and people showing up as weaknesses. Nick reflects of older ideas of France and the impact of the colonial legacy on perceptions of the country. The conversation settles on the performance of Macron as a leader, his difficulties during the pandemic and the poor international reception of statements on Islam. Yet despite missteps he is favorably compared to Boris Johnson, whose erratic policies seem bound to wound if not kill the goose that lays the golden egg of British soft power.

This episode develops issues raised in the discussion of migration to examine how reputation connects to the process of a nation attracting the most highly skilled people. Simon and Nick consider which countries do this particularly well -- acknowledging the special place of the United States. They also flip the issue and think about the issue of diaspora and the implications of the apparent absence of the concept of a "US diaspora" except for groups compelled to live outside of the US because of political or ethnic discrimination. The issue of talent attraction is considered in both a global and regional context and -- by way of conclusion -- related to the wider attitude towards migration, with the achievements of high-profile specially recruited migrants serving as a way to swiftly show what all migrants can contribute given time, and thus serving as an argument for more welcoming systems of migration

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.

This episode takes the case of Scotland as a point of entry into the issue of smaller countries or regions seeking independence. It probes the image of Scotland as measured by the nation brands index and looks at the reputational strengths it already enjoys. Simon notes that Scotland is rated above Ireland and is already seen as roughly equivalent to New Zealand. The conversation includes discussion of the risks to the good image of Scotland if a change of status is handled badly, attention to the role of diaspora as a booster of image, the possibility of 'virtual independence' as an optimal solution, and the universal appeal of an underdog/David and Goliath story

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.

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.

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 its laurels

This episode examines the implications of populism around the world for the international community at a time when problems require collaborative solutions. Simon considers evidence that conservatism is the dominant feeling in the world by a factor of 80 to 20 and why this might be, and recalls Putin's personal reaction when told this. They discuss the case of Russia in more detail and consider the extent to which it is possible for a conservative/nationalist state to generate admiration from outsiders

This episode considers what a country can do when its image goes bad. Simon and Nick look at countries with excellent stories to tell but located in regions associated with difficulty such as Chile in Latin America or Botswana in Southern Africa. They consider the difficulties facing newly established countries like Kosovo and for countries in a time of crisis. They look at the damage to a country's image from being associated with conflict whatever the rights and wrongs of the issue, discussing Israel/Palestine in this regard. The episode concludes by underlining the value of a positive reputation in a moment of crisis and considers the path of the US following 9/11

This episode examines India through the lens of its recent performance in the Nation Brands Index and Good Country Index. The discussion focuses on recent slippage in Indian's image set against underlying strength of India's global contributions in culture, industry, and politics. Simon and Nick consider the threats to India's image, the potential for a still great contribution going forward, and make comparisons to other countries facing similar issues.

The episode probes the challenge of migration for the image and reality of nation states. Issues include treatment of migrants as a component of a 'good' image, with special note of the disproportionate role taken by Turkey and Jordan. Simon muses that the Swedish far right may be negatively branding their own country to deter migration. Nick recalls the benefits of unintended exchanges that arise from the positive treatment of refugees. The episode considers the experience of countries known for sending migrants and potential for diaspora diplomacy campaigns. The episode ends with a discussion of the risk to image for countries unwilling to accept migrants and most especially for Japan.

This episode considers whether a single well-known individual can significantly enhance the image of an entire nation state. Moving beyond politicians and leaders the conversation focuses on the impact of artists and celebrities, and the tendency for all abstract identities to be personified. Cases discussed include Kazakhstan and the cost/benefit of having Borat as a fictional citizen; the recent strength of South Korea, and the contribution of the world-famous pianist Jan Paderewski to the image of Poland 120 years ago when the country didn't have independence. The show notes that some cultures are more open to individual preeminence than others but also acknowledges the special role of individuals with relevance or connection to two places/communities and the special role of individuals in 'diaspora diplomacy'.

This episode probes one of the core elements of national image and reputation -- culture -- and asks how a nation state can best incorporate it into its foreign policy. Cases include countries with magnificent cultures but weak images such as Iran and countries whose cultures are admirable but disconnected from contemporary relevance like Greece. Simon and Nick discuss the cultural element as a missing dimension for Ukraine in 2014 but a saving grace for Mali in 2012. The Cultural Relations approach of the British Council is advanced as a model and the current state of UNESCO bemoaned. In the final analysis Nick and Simon agree that it isn't enough just to be admired for one's culture; the nation state needs to do something to address the world's shared problems. With great soft power comes great responsibility.

This episode examines the strongest brand of the present moment: Germany. Issues include things that Germany did well during its hosting of the FIFA World Cup; the deep history of Germany's positive brand (being foundations of a positive reality) and Germany's successful engagement of darker parts of its past. Discussion also included cuckoo brands impersonating countries of origin other than their own and Simon's finding that people see countries as either decorative or useful, with Germany as the archetypal useful place.

This episode considers the role of mega events like the Olympics, Expos, and men's FIFA World Cup in helping or hurting international reputation. Examples include the damage done by hosting to the images of South Africa and Brazil and the positive benefits enjoyed by Spain and South Korea. The discussion includes reflection on mega events as prompts for self-examination and alignment with a 'good country' approach, as well as the risk of boycotts against countries which fall short of international standards.

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.

This episode examines the role of monarchy in international reputation. Simon recalls the equity added to Britain by the Duchess of Cambridge. Nick is brought round to seeing monarchy as lifting a country above short-term politics. Issues include regional approaches to monarchy and the need for monarchies to be restrained by law to avoid major negatives.

This episode considers the image of the European Union asking where it would stand if it were examined as a single brand. Issues include the strengths and weaknesses of its reputation; possible approaches to its troubled relationships with the former-East Bloc countries and demonizing of the EU by some non-members.

This episode probes the role of leadership in national reputation and asks what Good Leadership looks like in the era of COVID. Cases include Jacinda Ardern's impressive tenure in New Zealand and the dramatically mixed performance of Abiy Ahmed, Nobel Peace Prize winner and prime minister of Ethiopia.

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.

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.