The new issue of the Monocle magazine is devoted to how nations can change how they’re perceived, that is, nation branding. “With corporate brands more powerful than country brands, there’s a lot of work out there for agencies keen to rethink a nation’s identity. Monocle looks at the construct of countries.” Very interesting for nation branding insiders, evangelists and enthusiasts.
Over 40-plus pages, the magazine looks at how countries are built. In fact, one of the main stories in this issue is about Costazzurra (or Costazzurria) , an imagined country created by letting Liguria and Monaco join forces to become Costazzurra – a thriving Mediterranean powerhouse to rule the region.
In this issue the themes of national reputation and brand-building extend across six stories but express themselves in different forms with the future of each nation secured, undecided or grim.