Branding Canada

Public diplomacy as a field is fortunate to witness the publication of this major work by Evan H. Potter, entitled Branding Canada: Projecting Canada’s Soft Power through Public Diplomacy (Montreal and Kingston: McGill-Queen’s University Press, 2008). Potter’s assessment in of the Canadian “brand” and associated concepts is an authoritative treatment with implications beyond the policies of an individual state. This book’s analysis of Canadian public diplomacy through the concept of “soft power” is distinguished by its depth and breadth of insight. It unfolds comprehensively in three parts: (1) definitions, debates and history; (2) instruments; and (3) process. Potter’s analysis focuses on the period from 1993 to 2005, with recommendations that are relevant for today and beyond.

Potter’s argument is that Canada’s national qualities are ideal for the exercise of soft power (pp. x, 8). Canada arguably is the first “postmodern” state, with a self-image of helpfulness that focuses on international aid and peacekeeping (p. 5). Perhaps more than anything else, this trait, combined with an observed lack of investment by Canada in self-promotion, makes the study interesting. Great untapped potential exists and the need for successful branding of Canada is more urgent than generally realized. Canada is quite dependent on trade and thus its “international image” is of special concern (p. 25).

Despite the risks posed by that reality, Canada spends about 10% of the amount allocated on average by its G8 counterparts to public diplomacy. Examples of under-utilization abound in this book, which covers international education, broadcasting, business promotion and tourism with equal effectiveness. For instance, in the case of international education, no strategy exists to combine “Canadian Studies programs, academic and youth exchanges, scholarships, and internships” and broadcasting services are described as “distinctly underdeveloped” (pp. 151, 153). In sum, the history of Canadian public diplomacy amounts to “improvisation” (p. 92).

Potter offers well-informed and convincing solutions to the problems he identifies (At this point it might be noted that he is both an academic and practitioner with respect to public diplomacy). Ideas are derived from theorizing and case studies of Canadian public diplomacy with the United States and Brazil. High priorities include clear strategies and well-integrated tactics, along with well-staffed and funded professional public affairs teams. Key aspects that encourage these priorities come out in the case studies, namely, damage to Canadian interests as a trading state when (a) its reputation is sullied and (b) means are not available to respond quickly and effectively.

With regard to the content of the Canadian brand, Potter is quite pragmatic about how to get things across better than before. He urges simplification; too many messages can end up meaning no lasting impact for any one of them (p. 240). Canada’s established reputation abroad already is positive, generally speaking, and includes “diversity, tolerance, and inclusion”.  It also is worth noting, before turning to specific suggestions, that traditional instruments of public diplomacy remain relevant but that the environment for their deployment manifests revolutionary change. An agenda for more effective public diplomacy must take into account the need for “broad-based public consent at home and abroad” (p. 254). For such reasons the book calls for the following major innovations in public diplomacy:

• greater understanding of the countries being targeted by public diplomacy
• integration of Canadian presence in global information networks, especially television and the internet
• greater alignment of public diplomacy efforts with international priorities
• more use of opportunities presented by the private sector
• exercise of mutual public diplomacy

Implementing these ideas should enable Canada, according to Potter, to realize its most important goals for public diplomacy. The lessons learned in the Canadian context apply with very little adjustment to its G8 peers and even to states well beyond that elite subset.

While Potter’s treatment of Canadian public diplomacy is comprehensive, rigorous and compelling, even an outstanding book such as this one is likely to raise as many questions as it answers. Two areas come to mind for further discussion: the role of anti-Americanism and connections with political realist thinking.

Potter expresses surprise at the difficulties encountered by Canada during era of the Smart Border Declaration, noting that the proposal did not seem to “gain traction in US public discourse” (p. 243). Damage to its brand caused by an image of weakness in standing up to international terrorism also caught Canada off guard. The shock experienced here by Canada reflects a lack of understanding about the cumulative impact of anti-Americanism in its political discourse. The sometimes hostile and even boorish pronouncements of Canadian politicians are grist for the right-wing mill in US politics. It is especially damaging to have a prime minister caught admitting that anti-US rhetoric is good politics at home. The effects of such gaffes or even intentional barbs on US opinion tend to be understood poorly north of the border. Potter’s recommendation that Canada focus more on understanding other countries, ironically, could apply to its US neighbor as much as any other country in the world. Relations with the US are crucial to Canadian peace and prosperity. Canadians in general, and some of their leaders in particular, may underestimate the damage that the “guilty pleasure” of highly expressive anti-Americanism can do to a relationship that is more interdependent than ever before.

Perhaps somewhat humorously, advocates of political realpolitik will notice an implicit dialogue in Branding Canada with their theorizing. Potter urges Canada to be self-conscious about its need as a trading state to maintain a positive image abroad. This is not just about doing things that make the country look “nice” for its own sake. Instead, Potter’s analysis brings soft power back into a discussion with capability in an overall sense. Public diplomacy, for instance, is cited as a means to alleviate Canada’s loss of power relative to other states in the era since World War II.

Branding Canada will become a standard in the field of public diplomacy for years to come. This book is of interest to those who care about either Canada in particular or public diplomacy in general. It even speaks to more general concerns about international relations and should be required reading for academics and practitioners alike.

Reviewed by Patrick James, University of Southern California, with contributions from Sean Rushton and Jason Bouzanis.

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You can also read the transcript of our 2008 conversation about this book with Dr. Evan Potter when he was CPD’s Canada-U.S. Fulbright Visiting Research Chair in Public Diplomacy here.