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Blue diplomacy, SIDS, September 10, 2018

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Etienne Augé

on 10 September 2018

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Transcript of Blue diplomacy, SIDS, September 10, 2018

What is Place branding?
aims to measure, build and manage the reputation of places, such as countries, regions, or cities

What is Public diplomacy?
Developing a branding with rankings
6 Rules for Country branding
If you don't tell your story first, somebody else will...
Kazakhstan
Logos
Public Diplomacy seeks to promote the national interest of the United States through understanding, informing and
influencing
foreign audiences
"Seduction" of nations
United States Information Agency
Public relations
applied to diplomacy
Perception vs reality:Tourism
Perception of tourism desirability 2014
Coherent:
One direction
Strategic: Know your audience and define your objectives
Dynamic: Everyone is involved
Regular: always something happening
Pro-active: Do not wait for others to tell your story
Creative:
Have good stories!
Public diplomacy and nation branding

Umberto Eco
"70% of what we know comes from Hollywood"
2006
Dr Etienne F. Augé
Some final recommendations
Study good (re)branding
Singapore
Prime mover advantage
My definition
Working definition
72nd Best University in the World
Education
Don't waste your money
Kuwait event plays Borat parody as Kazakhstan national anthem
Hyperinformation
Incredible India 2013
Public diplomacy today
Target audiences
Tourists
Investors
Students
Tools
Listening and
Advocacy
Cultural and Exchange
diplomacies
International broadcasting
Place branding
International Experience
Gastrodiplomacy
Social Media
etienneauge.net
Many thanks for your attention!
2006
The easiest way to win hearts and minds is through the stomach
What are Public relations?
Origins: Propaganda
Edward Bernays
Public relations
Discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour
No difference between Propaganda and Public Relations
Rebranding
Finland
Noma's Menu 296 $
Avoid mega-events...
New Nordic Cuisine
Cuisine rankings
Tell
your
story
True Enough
India
Branding
Brand
Start with 3 characteristics
What everybody says
Innovative
Open
Caring
Your turn!
Times of Higher Education 2016
jumbo shrimp seasoned with several live black ants
Rotterdam
The Hague
Marketing is not Branding
Diverse
Good food
History
Click!
4 different dimensions to your country
How you perceive your country
How your country is perceived by others (especially your target groups)
The reality of your country
How you would like your country to be perceived/branded
Choose your audience
...but piggyback on them
James Bond effect
BMW Z3 in Goldeneye (1995)
James Bond’s espionage career, in one map
After the training
Why Invest In Morocco / Corporate Video (February 2017)
Aim for the undecided
Ignore the enemies
Reinforce the friends
Appeal to Authority
Control of People's beliefs
Guatemala, 1954
July 2018
South Holland
2017
1. Scotland
2. Canada
3. New Zealand
4. Italy
5. South Africa
6. Indonesia
7. England
8. Iceland
9. USA
10. Wales
2018
Diasporas
Reality of tourism 2014-2016
Global commercial brands
World's most valuable brands 2017
#17
Forbes
#20
#60
#9
#1
#2
#3?
Top 100
North Holland
The Original Cool
2018
Sigmund Freud
Recognizable
Quizz Flag 1
Quizz Flag 2
Quizz flag 3
Indonesia or Monaco
Romania or Chad
Ivory Coast
Ivory Coast
Ireland
Netherlands
Luxembourg
?
80
Breakfast is the most
important meal of the day!
2018
Diplomats from SIDS, September 10, 2018
Bloom Consulting
2017
Oobah Butler
Authentic
Stories
Regional rankings
You can find me on
The Americas
Full transcript