Jakarta is already running a promotional campaign, ‘Enjoy Jakarta,’ which the city launched in 2005. But Alistair Speirs, a Jakarta-based brand consultant who worked on the campaign, told the Jakarta Globe in 2012 that Jakarta had, “Failed to deliver the values promised.” Speirs said that the city’s problems had “overshadowed” the campaign’s message.

This new age of brand-aware governments is both good and bad news for NATO. It’s bad, because it gives member states yet another reason to shy away from conflicts that don’t concern them directly, for fear of contaminating their image ... On the other hand it’s good, because if NATO gets this right, it can offer a way for states to enhance those all-important reputations.