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Soft Power
Soft power is the persuasive approach to international relations, typically involving the use of economic or cultural influence. But what does that mean for cities, nations, and places? If you can leverage your soft power effectively in your place marketing and place branding strategy, you can create far greater impact and leverage your reputation to meet your goals. Here, we’ve collated a wealth of resources to help you with your journey.
This Soft Power Topic Zone is sponsored by
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Brand Finance
Brand Finance is the world’s leading brand evaluation and strategy consultancy. We help place brands measure their marketing activities and develop successful strategies. Headquartered in the City of London, we are present in 25 countries worldwide.
We have published the Brand Finance Nation Brands study into the strength and value of the world’s top nation brands for 20 years. In 2020, we launched the Global Soft Power Index – the world’s most comprehensive research study on perceptions of nation brands, surveying opinions of 150,000+ respondents in 100+ markets and ranking all 193 member states of the United Nations. Our Brand Finance City Index – published for the first time in 2023 will be extended in the coming years to cover more city brands in regional rankings across all continents.
The Global Soft Power Summit is returning on February 28-29th, 2024. Learn more here.
The role of sustainability in building a strong country’s reputation – value creating strategy for country brand managers
What impact does sustainability have on the reputation of your nation brand? Natalia Arenzana and Fernando Prado of Reputation Lab share learnings from the 2023 RepCore® Nations study.
Strategic applications of place brand measurement
Brand Finance's Konrad Jagodzinski and Artur Bryzghalov joined three place brand leaders at City Nation Place Global to share practical examples of how place brand measurement can inform your strategy and improve results.
Listen in to learn from Carla Urbano Donayre, Promperu, David Downs, New Zealand Story Group, and Enver Duminy, Cape Town Tourism, as they share their practical experience on how analysing perceptions data can help you identify strategic priorities, develop a licensing programme, and communicate the added value of your work to key stakeholders.
#WhatWeAreFightingFor
#WhatWeAreFightingFor showed the world over 600,000 reasons to fight, presenting each region of Ukraine to the world and explaining why each square kilometre of their land is essential.
Learn about Ukraine's Award entry for Best Communication Strategy: Place Brand
More from Soft Power
Focusing on what really matters
Understanding the perspectives of different target audiences is central to a successful place brand strategy. Join Brand Finance to discover how to use perceptions research to uncover what really matters and how that differs across audiences.
Estonia's strong place brand narrative supported them through crises. Here's how.
After five years, Estonia's place brand strategy was well-established. But when crisis struck and Russia invaded Ukraine, they needed a way to update their approach to showcase their values and rally their stakeholders around their vision. Learn more about their award-winning strategy here.
Behind the GREAT campaign's success
Since its launch, the GREAT Campaign has created a wealth of world-class place marketing campaigns - but what's the secret to their success? Before Andy Pike, Director of the GREAT Britain & Northern Ireland Campaign, joins us at City Nation Place UK, we caught up with him to understand more about the strategy and vision behind the campaign.
An international perspective: positioning Stockholm as a city of wellbeing and purpose
Anna Gissler, CEO of Invest Stockholm, explores how you can create a clear ethos and philosophy for your place to anchor your positioning and how to leverage placemaking to foster community and wellbeing.
Helsinki Freedom
For Helsinki, one of the biggest challenges in attracting foreign talent has been rather low awareness of the city globally. To showcase the best of their city and to attract the talent they need, they launched a new values-driven campaign: 'Helsinki Freedom.'
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CloseKonrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index, Nation Brands, and City Index studies.
Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.
In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including the GREAT Britain and Northern Ireland Campaign, Austrade, and Cape Town Tourism.
Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.
Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.