Sometimes effective public diplomacy can be conducted through a simple and unambiguous gesture. Such was the case when President Barack Obama recently commemorated the 50th anniversaries of 17 African nations’ independence at the White House. The gesture – or really a non-gesture – was to not invite a single African head of state to the event.

As the host of 2010 FIFA World Cup, South Africa aims to create a more compelling, dynamic brand image of the country. Its Consul General in Shanghai discusses the South African brand and its co-branding with the World Cup at the Expo.

APDS Blogger: Tala Mohebi