For countries, as for corporations, success in the global marketplace is achieved through effective differentiation, based on strategic positioning and brand perception. In the past, history and circumstances naturally shaped perceptions of nations. Today there are tools that countries can use to help shape the brand that they want to project to target audiences.
The art of corporate branding is well established today, but ‘nation branding’ is still in its infancy. The few who claim to be practitioners in the field have very different approaches and to date no formula for success has been established. This is because countries are very different from companies and creating and promoting a country brand involves a very different set of skills from those used in the world of business. But the idea is catching on and more and more countries are investing in branding projects, albeit with very mixed results.
As a thought leader in nation branding and communications, East West offers a unique set of products and services, from analyzing and tracking how a country’s brand is perceived in the world to helping country brand managers refine, manage and promote their brands. These services are designed to help a nation achieve its optimal position in the global system. Results will range from intangible benefits, such as greater international prestige, to tangible benefits, such as increased inbound investment, exports and tourism.
East West Communications was established in Washington because of the global importance of the American capital and the many international interests that intersect there, not least of which is countries seeking international influence. The founder and president is Thomas Cromwell, who has had extensive personal experience in consulting with governments around the world.
East West has worked with dozens of international clients, most of them governments or government agencies. The company’s chief strength lies in its strategic approach to nation branding, and its ability to put together communications campaigns across multiple media platforms reaching diverse international audiences. Services range from nation brand perception reports to messaging strategies and the creation of communications campaigns to reach global audiences.
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