The following is a transcript of an interview with Rina Plapler, who leads the CBI team.

• Why does FutureBrand undertake this yearly study?
  As part of our corporate mission, FutureBrand is about ensuring that our clients’ businesses are focused on the future, so it is critical that we have a point of view about key industries and growth areas. We are also passionate about country branding and the untapped opportunity it presents to nations. We’d like to see a country brand rank with Coke and Microsoft as one of the world’s greatest brands.
• How did you get interested in country branding?
  FutureBrand is always interested in building powerful brands, so for the company, it’s clear this is a powerful and largely untapped category. For me personally, I’ve spent years living and working in other countries, amazed at the disparity between a country’s reputation versus the experience of living there. I realized over 15 years ago, countries don’t think of themselves as brands and that it could be a huge competitive advantage.
• CBI has grown every year. This year, what was involved and how long does it take?
  We collect data and observe the category continuously. This year, the sample for the global quantitative survey increased from 1,526 to 2,677 (+75%), and the footprint increased from six countries to seven. We also increased our global experts from 30 in 2006 to 50 in 2007. Once these parts are complete, Statistical analysis of the survey results, application of proprietary FutureBrand frameworks and packaging the information requires time. FutureBrand also conducted exhaustive secondary research and analysis of industry statistics and trends and then once the various phases of research were complete. We conceptualized, wrote and designed a comprehensive presentation of the CBI 2007 story.
• What are the biggest challenges of country brands?
  Trying to sell in innovative and progressive ideas to a significant amount of government agencies is a challenge. Keeping ideas strong across disparate constituencies can be difficult and activating a country brand to regions, citizens and creating a real sense of ownership and pride are also difficult.
• What’s a unique opportunity for country brands?
  Country brands must communicate many diverse, but cohesive, messages in a complex environment. The more complex the situation, the more interesting the results. I think countries can really be innovators in the field of branding, and create new ways to consider what a brand is and how is manifests.
• What are the most common country branding pitfalls?
  
Being very short term or tactically focused is a common pitfall. Many countries try to reinvent themselves each year instead of creating a long-term foundation and building toward it. Other frequent flaws include trying to be something you are not, picking an incredibly generic platform or making the effort skin deep and not something embraced by the country itself.