Very often, it is said that Expos are an appropriate field to conduct a
Nation Branding or Public Diplomacy campaign. However, both concepts
can be similar and yet different. When you are preparing your
participation to the Expo and working on your communication campaign you
need to have a clear understanding of both. They aim at communicating
to the same public but with different arguments.
Nation Branding is communicating to the public using marketing tools.
The logic behind strategic marketing is to differentiate the "product",
in this case your country from your competitors.
Public diplomacy is also about communicating directly to the public. In
this case, you focus more on common grounds, empathetic arguments to
gain favorable opinions about your country.
From Milan to Astana, we change from Europe to Eurasia. Do you have good
insights about how to prepare your nation branding or public diplomacy
Tree of life,
Milan, Italy 2015
Baiterek tower, the national monument