When people talk about brands, they often talk about products, services or experiences — from Coca-Cola and Apple computers, to Hertz rental cars and Walt Disney World. But what about countries? We may not often consciously talk about “Brand Japan” or “Brand Italy”, but all countries possess, to varying degrees of strength and clarity, a […]
First impressions: Switzerland at Milan Expo 2015
Here in an unseasonably chilly Happy Valley, this has been a week of fulfilling one’s national duty. I am talking about visiting Expo 2015 — and seeing how the Swiss pavilion stacks up against the parade of great nations eager to showcase their wares a few kilometres outside of Milan. (I also could throw in […]