Simon Anholt on Brand Sweden

In early July 2010, nation brands expert Simon Anholt was invited to the city of Visby, on the Swedish island of Gotland. He was invited by the Council for the Promotion of Sweden, which includes Sweden’s Ministry for Foreign Affairs, the Ministry for Enterprise, Energy and Communications, the Visit Sweden office, the Swedish Trade Council, the Invest Sweden board and the Swedish Institute.

Mr. Anholt was invited to take contest at a seminar and panel discussion on “The Image of Sweden Abroad”, and deliver a speech on Sweden’s brand image. Here’s his speech, as recorded by the guys at