"Soft power", which mainly comprises values, systems, political views and cultural influence, is being increasingly emphasized by various countries around the globe...This has given rise to public diplomacy, which is considered an important means of developing soft power.

Britain's soft power which was becoming more perceptible with the migration of more than 20 million Britons from the years 1650 to 1950 to outside of Europe would continuously spread the English language, teaching administration, customs and Christianity. The term “Anglicization” was used exactly like the more recent “Americanization” to describe the process of dissemination of the English culture. The passage of time proved that neither hard nor soft power guaranteed the sustenance of the Empire.

A transnational world is emerging through social media. Corporations are global. Supply chains are global. The conversation is global. The world is integrated as never before. Yet states guard their sovereignty with a strange ferocity.

Chichi Maponya, the IMC board deputy chairman, said every South African should embrace the concept of building and enhancing the nation’s brand. She urged every citizen to rally behind Team South Africa, and help the IMC to fulfil its mandate. “A nation brand is a promise made. A successful nation brand is one that is kept,” she said.

As we mourn all the deaths and suffering from Japan’s earthquake and tsunami, and especially think of our numerous IMD alumni and friends who may have been affected, we also see that the tragedy provides an opportunity — even a responsibility — to draw broad lessons and look forward.