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Politics : Foreign Affairs Discussion Group -- Ignore unavailable to you. Want to Upgrade?

To: Nadine Carroll who wrote (9420)	11/8/2001 2:22:23 PM
From: FaultLine	Read Replies (1) \| Respond to of 281500

The Rise of the Brand State: The Postmodern Politics of Image and Reputation foreignaffairs.org By Peter van Ham Foreign Affairs September / October 2001 [Excerpt (conclusion)] IDENTITY POLITICS The traditional diplomacy of yesteryear is disappearing. To do their jobs well in the future, politicians will have to train themselves in brand asset management. Their tasks will include finding a brand niche for their state, engaging in competitive marketing, assuring customer satisfaction, and most of all, creating brand loyalty. Brand states will compete not only among themselves but also with superbrands such as the EU, CNN, Microsoft, and the Roman Catholic Church (boasting the oldest and most recognized logo in the world, the crucifix). In this crowded arena, states that lack relevant brand equity will not survive. The state, in short, will have become the State(r).