What TIE is all about, and what it is actually beginning to achieve, is truly important. Success in today’s world depends so much on your ability to persuade, to influence, to attract – to brand, in other words – and nowhere is that secret art more profoundly understood and more effectively practised than in the communications industries of developed countries. The fact that we have kept those secrets to ourselves for so long is part of the reason why the wealth and power gap is widening instead of narrowing. TIE is one of the tiny handful of organisations that has understood this dynamic, and is actually doing something practical about it. Keep telling those secrets!
Simon Anholt is the leading authority on managing and measuring national identity and reputation. He is a member of the British Government’s Public Diplomacy Board and has advised the governments of the Netherlands, Jamaica, Tanzania, Iceland, Latvia, Sweden, Botswana, Germany, South Korea, Romania, Scotland, Croatia, Mongolia, the Baltic Sea Region, Bhutan, Ecuador, New Zealand, Switzerland and Slovenia, as well as organisations including the United Nations, the World Economic Forum and the World Bank. He is a Parliamentarian of the European Cultural Parliament and Founding Editor of the quarterly journal, Place Branding and Public Diplomacy. His books include Another One Bites The Grass; Brand New Justice (which deals with the role of brands in economic development), and Brand America, (which charts the rise and fall of America’s reputation). He is also a co-author of Beyond Branding, Heritage and Identity, Destination Marketing and The Economist’s Brands and Branding. His latest book is Competitive Identity – The New Brand Management for Nations, Cities and Regions, published by Macmillan in November 2006. He is the founder and publisher of three major global surveys, the Anholt Nation Brands Index, City Brands Index and State Brands Index. For further information, please see www.earthspeak.com