Teaching and training
Changing or managing the image of a nation cannot be treated as a project or campaign. It requires a new perspective on policymaking, sectoral promotion, public administration and national strategy, so that everything the country does converts into a lasting positive image.
For this reason, an important part of Anholt & Co’s advisory work has always involved teaching and training a wide range of stakeholders: from speechwriting and coaching for the Head of State and Ministers, down to public outreach programs designed to help the population “live the brand”.
It’s the country’s government, businesses and population that manage the country’s image—not external communications agencies or other hired help. That’s why we believe that the investment should be in your people, not in media and messaging.
The Masterclass met and indeed exceeded all our expectations, and a large number of attendees, several at Ministerial level, took the time afterwards to congratulate Embratur on the initiative. We consider the Anholt Masterclass an extremely valuable experience; a profound, intensive and rigorous introduction to the complex but important topic of national image and identity.”
Director, Brazilian Tourist Board
The Anholt & Co. Masterclass
Getting everyone to the starting line
Anholt & Co. Masterclasses are intensive half day, full day or two day training courses for policymakers, officials and managers responsible for all aspects of international representation: tourism promotion, foreign policy, trade and export promotion, talent attraction, diaspora affairs, cultural relations and cultural diplomacy, foreign direct investment promotion, sporting and other events; as well as for private sector decision makers, strategists and analysts in all sectors.
The Masterclasses enable stakeholders to better understand the importance of place identity and reputation; to bring together partners from all sectors into a common understanding of the issues; to build consensus on the need, the methods and the process for managing and measuring image; to learn how to start the process of taking control of the international image of their country, city or region.
Led by Simon Anholt and Robert Govers, and based on their unique experience of working closely with over 70 countries, cities and regions, the Masterclasses are a unique opportunity to learn directly from the leading experts in the field.
What’s in the Masterclass
The number of attendees and the location, time and date are at the request of the commissioning government or agency. Masterclasses can also be held remotely.
The Masterclass normally includes a 1-2 hour introductory seminar on Competitive Identity given in person by Professor Anholt and/or Dr. Govers, followed by interactive debate, live consultancy, discussion, exercises, data presentation and case studies. However, since Masterclasses are commissioned, the exact agenda is developed in consultation with each commissioning government or agency.
Unpublished data from the Anholt Nation Brands Index® and City Brands Index, as well as the Good Country Index, is shared and discussed during the Masterclasses; the one or two-day Masterclass formats allow extra time for this element and other interactive components.
Up to five of Simon Anholt’s and Robert Govers’ most recent books, including Competitive Identity, The Good Country Equation, and Imaginative Communities serve as course books for the Masterclasses and are provided in digital or physical format for all attendees for preparatory reading.