Public Diplomacy and Nation Branding: A clarification – Craig Hayden (USC Center on Public Diplomacy, February 15 2007)

I’d like to respond to Simon Anholt’s remarks about “branding” as a defining discourse for public diplomacy. Anholt seizes on what I feel is a very real and lingering confusion surrounding the term and its relevance for public diplomacy. He reminds us that we should not confuse branding campaigns with the “nation-brand.” To be clear, it was not my intention to suggest that Anholt advocated commercial-style promotional campaigns as public diplomacy.

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