Another great Anholt quote

I’ve just read this article about how Zimbabwe and the 2010 World soccer championship in South Africa can affect each other (!) but no need to read through it; the most interesting part is a quote by Simon Anholt, nation branding’s leading thinker, who leaves this brilliant phrase for the future:

“A brand, as the clear, highly visible manifestation of a country or a corporation, is as much an invitation to complain — indeed, a target for grudges — as it is a guarantee of quality… The higher you raise people’s expectations with a brand, and the more you invest in making big public promises, the greater the disappointment when you fail to keep them.”

Great, as usual.