For a guy who started out in advertising a couple of decades ago, it’s surprising he dismisses Cannes with a flick of his wrist. V Sunil, the man behind Motherland — known for its millennial-chic magazine — says, “It’s an encouragement if you win, but you take some pictures and you go home and unfortunately, nothing really changes. So when we started our company, we decided we are not going to get into that drama.” He’s launched movements like Incredible India and Make in India, and brands like Indigo and has seen the country itself go beyond campaigns to experiences.

Going by headline indicators, Singapore's country brand looks strong enough. The Lion City tops the world in "online presence" in the Global Cities Index released this month. In the 2016 Soft Power 30 ranking of countries by their soft power, Singapore moved up two places to break into the top 20. But what fresh challenges lie in wait, in this new world of Brexit and Mr. Donald Trump? How well does Singapore stand in promoting and protecting its international reputation so as to continue to boost its magnetic pull for the choicest investments, trade, tourism and talent?

Prime Minister Sheikh Hasina today urged the Bangladeshi expatriates living in the UK not to do anything that could damage the country's image. "Once Bangladesh was known as land of beggars and natural disasters...we have overcome the situation introducing us as a role model in development," she told the UK-based Bangladeshi community leaders at Stroke Park here as they arrived to meet with her on her arrival in London on her way to Sweden. Sheikh Hasina added: "So you should not do anything detrimental to nation's image."

Brand South Africa in collaboration with the Gauteng Department of Economic Development, will host various stakeholders ... as part of its workshop to build South Africa’s competitiveness and a cohesive image of the South African Nation Brand. Government asserts that; “the Nation Brand alignment workshops are a critical part of achieving coordinated and coherent manner of presenting the country. This year we aim to further drive these conversations... making it inclusive and diverse with the core message, to build a strong Nation Branding.”

A strategic approach which protects the Gambia interests must be the ultimate goal of the government. Although reciprocity and sovereign equality is the basis on which states interrelate to each other, hegemonic powers tend to use their superior economic capabilities as bargaining leverages to attain better deals at the expense of developing economies. This starkly reminds us that international politics is a deadly complex business which requires a clear-cut thinking strategy to mitigate the brute forces of material power.