Haiti is one of many poor countries where international aid has failed to fulfil its objectives. Despite billions of dollars being pumped in, little has changed since the disastrous earthquake of 2010, Joel Boutroue told EURACTIV France. Haiti would be better off without aid. After the earthquake, $5bn was spent by the international community. But a large proportion of this money never reached the ground because it covered operational costs. Most is absorbed by international NGOs with not even 1% taken by local NGOs. And the rest is spent on humanitarian aid programmes.

We spend a lot of time looking at country rankings--everything from the best places in the world to be a woman to the worst countries for food security. These realities on the ground all feed into overall perception--or branding--of countries. If perception is favorable, that can translate into investments as well as commercial and economic development. And that, if done right, can lead to better lives for all citizens.