WGS 2018: The Digital World Holds New Possibilities For Nation Branding, Says International Marketing Guru

Developing a national brand that showcases a country’s culture and progress is integral to the nation-building process, said Maurice Lévy, Founder and Chairman of the Supervisory Board of Publicis Groupe, one of the world’s largest advertising and media conglomerates, on day two of the sixth World Government Summit (WGS 2018) in Dubai today.

In his session, titled ‘How to Brand a Nation’, moderated by Becky Anderson, Managing Editor of CNN Abu Dhabi, Lévy noted that the digital revolution is creating new opportunities for governments. He said: “Nation branding is all about three things: conveying a sense of pride, a sense of belonging and a sense of cohesion”.

He added: “In the old world, it was easier to brand nations – you needed a flag, an anthem, monuments and defining values. Today things have changed dramatically – nations have globalized and are being disrupted by new sources of influence: new voices, new authorities, and a new set of universal values.”

Lévy highlighted that relatively younger nations, such as the UAE, have an advantage in nation branding. He said: “You are starting on a blank sheet of paper – it’s like you’re writing a new book. You have tremendous possibilities.”

Speaking about the leadership’s efforts to brand the nation, he said: “When you see what the UAE has done, it is impressive. There is an incredible strength, modernity, and a will to change and create something for the future.” Referring to the UAE Centennial 2071 project, he said: “It shows that they care about the future and want to build something sustainable.”

Lévy emphasized that strong leadership is an integral part of any national brand. He said: “The leader embodies the policy of a country and its reputation. Leaders have to act, and not just speak, talk the talk and walk the walk.”