27 years of global leadership and innovation in country image
For nearly thirty years, Anholt & Co. has advised, supported and trained more than 70 nations, cities, regions and international organisations on matters of image and reputation.
What we do, and why we do it
In 1998, Simon Anholt coined the term ‘nation brand’, introducing the idea that the images of countries influence the perceived value of their exports, culture, people and policies, and are a key driver of trade, talent, tourism, foreign investment and security.
Anholt’s observation has become accepted by most governments today, and is widely reflected in their operations.
Anholt & Co. is Simon Anholt’s consulting and research firm.
“My colleagues and I were delighted with the experience of working with Anholt & Co., which we found refreshing, stimulating and thought-provoking in so many ways … a uniquely rewarding and productive experience for everyone concerned.”
Federal Minister of Economy, Austria
Our principles
The diplomacy of deeds.
A better national image doesn’t come from messages or campaigns, logos or slogans on their own. It comes primarily from symbolic actions: imaginative projects, policies and behaviours that prove what your country stands for.
Why? Research shows that words and pictures don’t penetrate deeply enough into people’s consciousness – or last long enough in their memory – to affect their longstanding beliefs about other countries. Only repeatedly lived experiences can do this.
It’s a well-designed coalition of government, business and civil society that builds national profile, not a hired communications agency.
Anholt & Co. don’t dream up expensive image campaigns, write slogans, buy media, design logos or build websites.
We specialise in the capacity building that enables countries to take control of their own image, now and forever.
Science before opinion.
These principles aren’t opinions: they come from our analysis of nearly 1 billion datapoints collected by the Anholt Nation Brands Index since 2005, and from our experience of advising more than 70 countries, cities and regions over the last 25 years.
By the same token, our advice to you will always be rigorously evidence-based, as indeed it should be for any publicly funded project.