‘Troubled nations can never spend their way to improved global reputation,’ says Good Country Index creator Simon Anholt

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Updated 28 November 2022

‘Troubled nations can never spend their way to improved global reputation,’ says Good Country Index creator Simon Anholt

‘Troubled nations can never spend their way to improved global reputation,’ says Good Country Index creator Simon Anholt
  • Stands by comment that money spent on nation-brand advertising campaigns not only goes to waste but rather is a crime
  • Says hosting the football World Cup, despite an estimated cost of $220 billion, will not benefit Qatar beyond a few months

DUBAI: While there is no question that staging a major sporting event will “in a real way raise the profile of the country for a relatively short period,” the data suggests it makes no lasting impact on the image of the host country, according to the man credited with coining the term “nation brands” back in the 1990s.

Simon Anholt, founder of the renowned Nation Brands Index, is currently an independent policy adviser to nearly 60 countries around the world, and publisher of the Good Country Index, which ranks nations based on their contributions to people and planet.

His views on the topic have a special significance as Qatar hosts the Middle East’s first World Cup, prompting many to wonder whether the event, the organization of which has cost the Gulf country an estimated $220 billion, will succeed; and what Arab cities such as Riyadh, Dubai or Doha need to do to become the next London or New York.

“Looking back over the 20-odd years that I’ve been running surveys on this (subject), the evidence is that running or hosting a big sporting event, such as the football World Cup or the summer Olympics, has no impact, generally speaking, on the image of the country, at least not beyond a few months,” Anholt said on “Frankly Speaking,” Arab News’ weekly talkshow.

He added: “Within about six months or so, people would have forgotten about it.

“Occasionally, it can do quite serious damage to the (host) country’s image, if the thing is very controversial or if it shows things about the country that are worse than what people were expecting.”

For Qatar, Anholt said, hosting the World Cup has its upside if “what you are actually looking for is just crude awareness. In other words, you want more people to have heard about the existence of this country, because it’s anonymous.”

He continued: “Then there’s no question that hosting a major sporting event will, just in a real way, raise the profile of your country for a relatively short period.

“And, if you know exactly what you’re going to do to follow on from that immediately afterward, and keep the momentum going and keep the profile high, then that could work as part of a slightly more sophisticated strategy.”

Nevertheless, he cautioned that “believing that just hosting a successful major event will suddenly turn your image from bad into good, or from unknown into super well-known, is just an illusion. It just doesn’t happen.”

Anholt acknowledged that “there can be other valuable effects of hosting a major event” and that “these things are not necessarily a waste of time and money.”

He added: “Particularly the smaller ones can be very useful tactical instruments for countries to engage with the international community.”

In sum, he said: “It’s not a simple, straightforward relationship between hosting an event and the image of the country: It can do you harm. The most common effect is no effect at all.”

Anholt said events such as Saudi Arabia’s thrilling 2-1 victory over Argentina in the World Cup and the UAE’s successful Mars Mission can do more good for their nation brands than PR or advertising campaigns, but “in the longer term.”

He added: “The mistake is always to expect an immediate return. Your brand is not your message; it’s the context in which your message is received.”




Saudi Arabia’s thrilling 2-1 victory over Argentina in the World Cup can do more good for the Kingdom’s brand than PR or advertising campaigns, said Simon Anholt. (AN Photo/Basheer Saleh)

Anholt, while delivering a talk at the Riyadh Book Fair last September, said that money spent on nation-brand advertising campaigns not only goes to waste, but rather is a crime.

Elaborating on the point, he told “Frankly Speaking” host Katie Jensen: “You’re saying, if you spend enough money on advertising and it’s good enough advertising, it will work. But what I’m saying is that those tools that work so well for selling products and services, they don’t work for changing the images of countries.”

He added: “All the evidence is that it’s just money burned. Countries are judged by what they do and by what they make, not by what they say about themselves.”

It was recently announced that Saudi Arabia’s capital Riyadh would host the Global Summit of the World Travel and Tourism Council, a big conference full of world experts who would want to sell their country as the next ideal holiday destination. What, according to Anholt, is the difference between destination marketing and the concept of a nation brand?

He said that the two concepts are separable. “Destination marketing is a very honest and very straightforward marketing exercise. You’ve got a product which is called vacations in Saudi Arabia, and you want to market it to potential tourists, to potential purchasers of that product,” Anholt said.

“Advertising, marketing, online, offline etc, all the conventional tools of commercial promotion are very, very useful to do that. If you do lots of it and you do it well, people will come.

“You can deliberately cause more people to visit your country through effective marketing. There’s no question about that.”

Anholt’s presence at the book fair means he is no stranger to some of Riyadh’s ambitious goals: To double its population by 2030, make huge investments in projects aimed at creating jobs for both locals and expatriates, further expand green cover, and win the bid to host the World Expo in 2030.

What, in his view, does Saudi Arabia need to do so that the capital can become more attractive and grow into another London, New York or Tokyo?

“Making the city into an attractive destination, an attractive product for people to buy into, is really only part of the story,” Anholt said.

“Having a beautiful city or having an attractive destination, or a beautiful nature or a great culture, nice people, is all part of the attraction of a country. 

“But, fundamentally, the thing that matters most is that people should feel glad they are there. It’s got something to do with how they perceive you as a player in the international community.”

Anholt also shed light on why Saudi Arabia — which occupies 57th place on the Nation Brands Index — should not expect quick improvements in its international perception purely on the strength of ongoing domestic reforms or the generous sums of money it gives in foreign aid.

He said: “Change is not easy, and it’s not quick. We need to change people’s minds. When you’re talking about the whole world, and you’re talking about a vast cultural construct which is the perceived image of a nation, that really is a slow process.

“It’s very disheartening for the first several years. You’re going to find that almost whatever you do that tries to be good and helpful, it’s going to be interpreted in a negative way. But gradually, if you are persistent and strategic about it and, above all, sincere with those gestures, then, over time, it will begin to shift.

”But this is not something that can be fixed overnight, or in a matter of weeks or years. The images of countries take literally generations to form. They don’t come through the media from one day to the next; they come through the whole of the culture that surrounds us.”

Anholt joked that the Nation Brands Index is “one of the most boring social surveys ever conducted,” simply because the rankings change so little from year to year.




Anholt highlighted UAE’s Mars Mission as being better for the country’s brand than traditional advertising.

He added: “It’s because people really, really don’t change their minds about countries. These are the stable building blocks of their world view.”

As someone who has never seen a country rise by more than two places from one year to the next, he explained that “when a country does rise or fall by more than two or three places in the ranking, then that’s really important and it’s really worth analyzing.”

Case in point is Russia, which has plunged 31 places to the bottom of the index in one year.

Anholt used the example to say that, based on his experience running the Nation Brands Index survey since 2005, “international public opinion will not tolerate conflict. The one thing that people all over the world just cannot forgive a country for is being involved in a war.”

He added: “If you reach out and you harm or threaten or insult another group, whether that’s a religious group or another state, public opinion will punish you as a state for doing so.”

Does that mean Israel, which occupies illegal lands as per the UN but has not suffered a plunge in its Nation Brands ranking, is an exception to the rule?

Anholt said the explanation is more complicated in that “Israel doesn’t suffer quite the same because (the occupation) hasn’t just happened right now. It’s a situation which people have been used to for a number of years.”

He pointed out, however, that while Israel is nowhere near the bottom of the index, it is also nowhere near the top.

He said: “Considering the size of its economy, and considering its successes and the connections that it enjoys with other countries, its position in the international community, especially since the Abraham Accords and all the rest of it, you might expect Israel to rank significantly higher than it does.”

Moving on to the UK, Anholt said that chaotic politics is so much the order of the day in world affairs these days, he does not think “just changing prime ministers every few weeks is going to have any long-term effect on the image of the country.”

Even so, he said the image of Britain is on the slide and has been so, barring a few reversals, ever since the Brexit referendum.

He added: “The data very clearly shows the number one reason why people admire a country is because they think it contributes something to humanity and the planet.

“The point about Brexit, as it was understood by most people around the world, was that the UK was withdrawing from its multilateral behavior and wanted to do it on its own. It wanted to be the British Empire all over again. Very predictably, people don’t like that.”

As for the US, he said: “It had always been the number one country, right up until the second term of George W. Bush, when the Americans invaded Iraq for the second time. America was always the most admired country on Earth; now, it never is. It seems to have settled down at about seventh to 10th position.”

Anholt put the twin examples of the UK and US this way: “Aside from invading another country, the only way that you can gradually damage the image of a country is by behaving in a persistently chaotic, turbulent and unfriendly way in the international community, and both the US and the US are proving that from year to year.

“Year by year, their scores slip in the Nation Brands Index.”

Finally, with divisions opening up in British public opinion after the passing of Queen Elizabeth this year, how much did Anholt think she and the monarchy were worth to “Brand UK?”

He said: “If you look at monarchies in pure economic terms, they tend to give quite good value for money.

“They cost taxpayers several millions a year, sometimes many millions a year, to keep them there. But what they actually return to the country’s image in terms of pure brand value is in the order of billions. People love monarchies, especially people who don’t live in monarchies themselves.

“Without the monarchy, the UK would be significantly less interesting to people than it is. It would be significantly harder to attract people to visit its old buildings in its old cities. So, purely in economic terms, royal families appear to give rather good value, as long as they behave in the right way.”


Turkiye’s President Erdogan says Western missions will ‘pay’ for closures

A view of the German consulate in Istanbul, on June 2, 2016. (AP)
A view of the German consulate in Istanbul, on June 2, 2016. (AP)
Updated 06 February 2023

Turkiye’s President Erdogan says Western missions will ‘pay’ for closures

A view of the German consulate in Istanbul, on June 2, 2016. (AP)
  • Turkiye suspended negotiations for Sweden and Finland’s NATO accession last month following a protest in Stockholm during which a copy of the Qur'an was burned

ISTANBUL: Turkish President Tayyip Erdogan said Western missions would “pay” for issuing security warnings and temporarily closing consulates in Turkiye last week, while police said there was no serious threat to foreigners after detaining 15 Daesh suspects on Sunday.
Ankara summoned the ambassadors of nine countries on Thursday to criticize their decisions to temporarily shut diplomatic missions and issue security alerts. Turkish officials said the following day that Western nations, including the United States and Germany, had not shared information to back up their claims of a security threat.
“The other day our foreign ministry summoned all of them and gave the necessary ultimatum, told them ‘You will pay for this heavily if you keep this up,’” Erdogan said during a meeting with youth that was pre-recorded and broadcast on Sunday.
Alongside the closures, several Western states warned citizens of a heightened risk of attacks to diplomatic missions and non-Muslim places of worship in Turkiye, following a series of far-right protests in Europe in recent weeks that included several incidents of burning copies of the Muslim holy book, the Qur'an.
Turkiye suspended negotiations for Sweden and Finland’s NATO accession last month following a protest in Stockholm during which a copy of the Qur'an was burned.
Erdogan said that the Western states were “playing for (more) time” and that the “necessary decisions” would be taken during Monday’s cabinet meeting, without elaborating.
’NO CONCRETE THREATS’
Earlier on Sunday, police said they had not found evidence of any concrete threat to foreigners in the detentions of 15 Daesh suspects accused of targeting consulates and non-Muslim houses of worship, state media reported.
Anadolu Agency cited an Istanbul police statement saying the suspects had “received instructions for acts targeting consulates of Sweden and the Netherlands, as well as Christian and Jewish places of worship.”
While the suspects’ ties to the jihadist group were confirmed, no concrete threats toward foreigners were found, the statement said.
Foreign Minister Mevlut Cavusoglu repeated on Saturday Turkiye’s frustration with what it says is Sweden’s inaction toward entities that Ankara accuses of terrorist activity. All 30 NATO members must ratify newcomers.
Turkiye, Sweden and Finland signed an agreement in June aimed at overcoming Ankara’s objections to their NATO bids, with the Nordic states pledging to take a harder line primarily against local members of the banned Kurdistan Workers Party (PKK), which took up arms against the Turkish state in 1984.
 

 


Yemen’s Taiz mourns 2 children who committed suicide

Yemen’s Taiz mourns 2 children who committed suicide
Updated 05 February 2023

Yemen’s Taiz mourns 2 children who committed suicide

Yemen’s Taiz mourns 2 children who committed suicide
  • Calls grow for deeper investigation into motivations and protection of youngsters amid shock and despair

AL-MUKALLA, Yemen: Security services of the southern Yemeni city of Taiz said that two children committed suicide in two separate events on Saturday, leaving the beleaguered population in shock and despair.

Police in Taiz said in a statement that they were notified of two suicide victims in the city on Saturday evening, citing the deaths as “dangerous precedents.”

Police named the first child as 12-year-old Kareem Abdul Kareem from the Al-Jamhuria neighborhood, who hanged himself inside his room on Saturday afternoon by tying a scarf around his neck.

Ammar Khaled, a 16-year-old who committed suicide on Saturday evening by wrapping a rope around his neck and tying it to a door outside his family’s home, is the second victim. 

After forensic investigators gathered photographs and evidence, his family requested his burial on the same day. 

Police in Taiz pledged to investigate the circumstances surrounding the deaths of the victims and have asked the community and professionals for assistance in determining the reasons behind the suicides.

In a statement, police urged both authorities and members of the public “to collaborate…in order to provide the appropriate answers.”

Mohammed Alawi, an investigator with police in Taiz, told Arab News that a team, including social and psychiatric professionals, was looking into the cases and would release their findings this week.

Initially, Alawi ruled out the possibility of cyberbullying or even sexual harassment and attributed the deaths of the two children to the mobile game PUBG. 

“These are risky games, and we advise parents to monitor their children’s mobile devices to see what they are seeing or playing,” Alawi said.

He also touched on other instances of suicide, which he blamed on psychological suffering caused by the war.

“Women and children in Yemen, particularly in besieged Taiz, have suffered emotionally because of the war. We had never seen such crimes before the war,” he said.  

On social media, the police statement and photographs of the two deceased children have elicited condolences for the families and calls for an investigation into the motivations behind the suicides and for the protection of children.

“You should investigate with the family about the electronic games they played, such as PUBG, and whether they have Facebook or WhatsApp accounts,” said Adnan Taha on Facebook.

“All communications should be reviewed, since (the children) may be vulnerable to harassment and extortion,” Taha said.

Another social media user, Muneir Al-Qaisi, urged local security agencies not to bury the victims before autopsies are conducted to determine whether they consumed anything poisonous.

“We hope you will not hurry to bury them and (will) examine their bodies,” Al-Qaisi said. 

“It is conceivable that the parents are unaware of beverages or meals being shared among the children,” said Al-Qaisi.

Investigator Alawi responded to accusations of a hasty burial by stating that one of the boys was buried at the request of his family and only after investigators examined both the corpse and the scene.

“He was buried after forensic teams examined the scene, photographed it, and performed investigations. Additionally, his relatives requested burial from the prosecution,” Alawi said.


Lebanon hopes UNESCO danger listing could save crumbling modernist fairground

Lebanon hopes UNESCO danger listing could save crumbling modernist fairground
Updated 05 February 2023

Lebanon hopes UNESCO danger listing could save crumbling modernist fairground

Lebanon hopes UNESCO danger listing could save crumbling modernist fairground
  • Rachid Karami International Fair has decayed due to conflict, poor maintenance and country’s financial crisis

TRIPOLI: Its arch is cracking and its vast pavilions lie empty, but the crumbling Rachid Karami International Fair in Lebanon’s port city Tripoli now has hope of revival, having been added to the United Nations’ list of world heritage sites in danger.
Designed by Brazilian architect Oscar Niemeyer in 1962, the collection of structures on the 70-hectare plot is considered one of the key works of 20th century modernism in the Middle East.
But the fair park has slowly decayed due to repeated rounds of fighting over the last 60 years, poor maintenance and most recently Lebanon’s crippling, three-year-old financial crisis.
“It was placed on the World Heritage List exceptionally, quickly and urgently – and on the list of heritage in danger because it’s in a critical situation,” said Joseph Kreidi, UNESCO’s national program officer for culture in Beirut.
Its elegant arch is missing concrete in some parts, exposing the rebar underneath. Rainwater has pooled at the locked entrances. One section is sealed off by a sign that reads, “Unsafe building entry.”
“Placing it on the World Heritage Danger List is an appeal to all countries of the world, as if to say: this site needs some care,” said Kreidi.
He said it was up to the Lebanese authorities to draw together a plan for the site’s protection and rehabilitation but that UNESCO, the United Nations’ cultural agency, could help search for funding and provide technical expertise.
Lebanon has five other sites on UNESCO’s World Heritage list, most of them citadels and ancient temples.
Niemeyer is recognized as one of the fathers of modern architecture and the site in Tripoli was an early foray into the Middle East.
Construction of the fairground began in the 1960s but was delayed when civil war erupted in Lebanon in 1975. Fighters used the site to stage operations and stored weapons underneath its concrete dome.
Mira Minkara, a freelance tour guide from Tripoli and a member of the Oscar Niemeyer Foundation’s Tripoli chapter, has fond – but rare – memories of the fairground as a child.
For the most part, it was off-limits to Tripoli’s residents given safety concerns. But Minkara remembered her first visit during a festival of pan-African culture and crafts.
She hopes that UNESCO’s recognition could bring new festivals, exhibitions and economic benefits to Tripoli – already one of the poorest cities on the Mediterranean before Lebanon’s financial meltdown began.
Lebanon’s cultural heritage has been hit hard in recent years. The 2020 Beirut port blast tore through 19th-century homes in historic neighborhoods and power outages caused by the financial crisis have cut supplies to the national museum.
“We hope things change a little,” Minkara said. “It’s high time for this fairground to emerge from this long sleep, this almost-death.”


Egypt cancels World Youth Forum in light of global challenges

Egypt cancels World Youth Forum in light of global challenges
Updated 05 February 2023

Egypt cancels World Youth Forum in light of global challenges

Egypt cancels World Youth Forum in light of global challenges
  • Budget for event will instead be used to fund development initiatives
  • Event was set to start later this month

CAIRO: In response to a host of global economic challenges, this year’s World Youth Forum, which was set to start later this month, has been canceled, its organizers said on Saturday.

Instead, the budget for the event, which was to be held in the Egyptian town of Sharm El-Sheikh, will be used to fund the implementation of five development initiatives aimed at young people in Egypt and beyond.

This year would have marked the fifth edition of the forum, with the fourth being held in January last year. The event is organized by the Presidential Program for Qualifying Youth for Leadership.

It said the decision to cancel this year's conference was an acknowledgment of the multiple crises facing the world that have put huge humanitarian and economic pressures on nations and governments.

Among the beneficiaries of the redirected funding is a series of international exchange programs for young people. These will be arranged in cooperation with the Decent Life Foundation, National Alliance for Civil Development Action, Arab Union for Volunteering and UN Volunteers Program.

Parliamentary Counselor Issam Hilal Afifi told Arab News that the proceeds from the sponsorship rights to this year’s forum would be redirected toward a large package of initiatives.

Dr. Muhammad Mahmoud Mahran, secretary-general of the International Committee for the Defense of Water Resources, said the move would also enable recommendations made at the previous forum to be implemented.

The planned initiatives would have a positive impact at the local, African and global level, he said.


Teachers, lawyers protest against Palestinian Authority 

Teachers, lawyers protest against Palestinian Authority 
Updated 05 February 2023

Teachers, lawyers protest against Palestinian Authority 

Teachers, lawyers protest against Palestinian Authority 
  • Palestinian sources told Arab News that a strike by doctors might follow, which will destabilize the status of the PA

RAMALLAH: The Palestinian Authority is facing protests from school teachers and lawyers over a number of grievances.

Palestinian sources told Arab News that a strike by doctors might follow, which will destabilize the status of the PA.

The teachers’ movement called on parents not to send their children to schools, and on students to only attend when their demands were met.

On Sunday morning, thousands of students returned to their homes because of the strike.

Omar Muheisen, a science teacher from Al-Shafei School in Hebron, told Arab News that the rate of commitment to the strike on Sunday in the city had reached 90 percent.

“We, as teachers, are living in a difficult predicament,” he told Arab News.

“It is not our problem if the prime minister, over the course of a whole year, did not succeed in solving the problem of teachers’ salaries,” he added.

Muheisen said the salary was not enough even to meet expenses until the middle of the month with outrageous rises in prices.

He said that the strike came after authorities failed to implement any previously agreed terms, including a 15 percent bonus starting from the first month of this year, and that the strike would continue until all their demands were met.

Teacher Jamal Al-Qaddoumi said that the agreement that was reached stipulated that the salary be regularized and a teachers’ union should be set up, but neither happened.

Al-Qaddoumi added the current salary was not sufficient to meet the needs of teachers, and it was not reasonable for teachers to work throughout the month on 85 percent of their salary. Half of Al-Qaddoumi’s income goes on bank loans, and the other half on bills and obligations, he said.

The Palestinian National Initiative Movement, headed by politician Mustafa Barghouthi, demanded fairness for teachers in a statement on Sunday, calling for their demands to be met and the education system to be saved in the interests of students.

It pointed out that the education and health sectors are among the most vital sectors, adding that male and female teachers had always performed their national and professional duties, and that their role was vital for building future Palestinian generations.

It stressed the importance of reviewing the public budget and allocating larger budgets for the education, health, and social welfare sectors, as they serve the broadest groups suffering most from poverty and marginalization.

Shaker Khalil, advisor to the prime minister on economic affairs, told Arab News that the financial crisis engulfing the PA is complex, due to the decline in external support and the high percentage of Israeli occupation deductions from Palestinian funds.

Khalil indicated that foreign aid for the past year was less than $200 million, and the total deductions of the Israeli occupation from the allocations of martyrs and prisoners amounted to $584 million since 2019.

This exacerbates the government’s financial crisis and is reflected in the general budget, he added.

In a parallel development, the Palestinian Bar Association suspended work on Sunday for four days, affecting all branches of the judiciary, in opposition to the amendment of the regular courts’ fees schedule.

Lawyer Alaa Khaseeb from Ramallah told Arab News that the PA’s doubling of court fees five times will make it difficult for citizens, considering the financial crisis they are living through, to go to court to sue, instead preferring to pursue matters themselves, which will negatively affect the work of lawyers, of whom there are nearly 12,000 in the West Bank.

Khaseeb indicated that the standard case fee, which was $700, is to become $3,500, making it impossible for many citizens to pay.

Lawyer and human rights activist Amer Hamdan from Nablus told Arab News that the basis of the PA’s problem with teachers and lawyers is poor political decision making.

He alleged that the PA had raised court fees to obtain money from citizens directly, a step that will force people to tribal courts or to seek fulfilment of their rights by force.

“The PA decided to go into the pockets of citizens to solve its financial problem,” Hamdan told Arab News.

The Bar Council also pointed out that the judiciary was in crisis as a result of the policies of the executive authority and its disavowal of the requirements for judicial reforms.