BREND FORUM dr. Božo Skoko

Guest dr. Božo SkokoHosted by Darko BukovićMay 3, 2026

dr. Božo Skoko

About this episode

What you'll hear in this conversation

The movies we watch, the music we listen to, the food we taste – these everyday choices often feel personal, yet they are deeply shaped by the strategic communication of nations. Dr. Božo Skoko, a leading expert in nation branding and public diplomacy, argues that sovereign states exert a far deeper influence on our lives than we might imagine. He unpacks the evolution of nation branding from its origins in Cold War propaganda to its modern, decentralized forms, as detailed in his new two-volume, 840-page work. He reveals how countries actively cultivate their image, not just through traditional diplomacy, but through culture, corporations, and even the seemingly innocuous choices we make as consumers. You will leave this discussion seeing the hidden architecture behind global cultural influence, and understanding how a nation’s image can shape everything from its economic standing to its soft power.

Insights from the conversation

What to take from this episode

Dr. Skoko's new book was initially planned to be half its current size, but the field of strategic state communication kept expanding. Nation branding is no longer a niche, but a rapidly evolving domain blending marketing, international relations, business, and politics, constantly demanding a broader lens.

When Skoko notes that "we are all walking brands," he highlights how the concept has moved far beyond product labeling. In a crowded world, strategic self-presentation is about distinguishing oneself and actively shaping perception, rather than leaving things to chance.

The Voice of America, a key tool of US public diplomacy, was famously forbidden from broadcasting within the United States. This internal ban underscored a clear strategic intent: public diplomacy is designed to influence foreign audiences, even if it meant acknowledging its own propagandistic nature.

During the Cold War, the US printed luxurious magazines in Russian, which were coveted on the black market at absurd prices. These publications, full of vibrant photos, were a subtle way to showcase the perceived sophistication of the West, demonstrating that cultural influence can be more potent than direct political messaging.

The post-9/11 US public diplomacy efforts in the Arab world, despite millions spent, faced a crisis of credibility. It showed that without genuine intercultural understanding, even well-funded campaigns fail when perceived as disingenuous or self-serving.

Scandinavian countries have refined public diplomacy by decentralizing it, making academics and corporations key communicators alongside government. This approach acknowledges that official government channels are not always trusted, and broadens the reach of a nation's narrative.

The head of the Swedish Institute once stated that IKEA does more for Sweden's promotion than all its diplomats combined. When a global corporation embodies a nation's design, values, and language, it becomes an unparalleled ambassador, immersing customers in a cultural experience.

While France historically emphasized culture and language, and Britain used institutions like the British Council, countries like Denmark, Sweden, and Norway have shifted. Their new philosophy promotes lifestyle, design, peace, and happiness, showing how public diplomacy evolves to export entire ways of living.

When we buy fashion or watch movies, we are often unaware of the extent to which we are "objects of someone's strategy." Nation branding operates subtly in the background, influencing our choices through carefully constructed perceptions of foreign cultures and products.

In a world saturated with "thousands of pieces of information," drawing attention to something specific—like Swedish design or Danish 'hygge'—is a significant achievement. The ultimate success of nation branding lies in its ability to cut through noise and create a lasting impression.

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