The history of place branding is at once long and short. The world’s best known cities and countries are benefiting from a reputation that is centuries in the making, but the strategic management of your place’s reputation is largely in its infancy still.

Christian Biller, Brand Strategist for the Swedish Institute and industry veteran, joined us to talk about how approaches to nation branding have evolved over the past decade, what skills place leaders need to succeed in the face of disinformation, and how you can future-proof your strategy.

Thank you for joining us. We were fortunate to have Annika Rembe, then Director General for the Swedish Institute, at the first-ever City Nation Place Global conference in 2015 to talk about lessons in place brand leadership. Nearly ten years on, do you think the skills needed by place leaders have changed at all?

It's interesting to reflect on how much has changed over the years. After almost two decades in this field, I've seen a notable shift. Today, the global place branding community is more focused on place making rather than just branding. We've come to understand that there’s a difference between place making and place marketing. For today’s place leaders, understanding these nuances is crucial, but even more important is the ability to bring them together into a coherent and effective strategy.

Another challenge is the sheer number of global issues we face, which can feel overwhelming. The complexity is daunting, but I believe this highlights a crucial skill for any leader in our field: the ability to prioritise what truly matters. It’s about staying honest about the challenges we face, holding firm to our core values, and always striving to improve, even when the path forward isn’t entirely clear.

When we last spoke, you talked about launching ‘Team Sweden.’ How are you looking to restructure in order to deliver an overarching communication and marketing strategy?

The Swedish government has entrusted the Swedish Institute to lead a new brand task force, with the working title Team Sweden Communication, replacing the previous promotion board that was composed solely of public sector members. The aim is to bring together voices from the private sector, academia, and government to co-create a new brand strategy for Sweden. Our previous strategy was shaped by a small group of public entities. This time, we’re aiming for a more inclusive approach. By involving a broader coalition, we hope to create a narrative that is both robust and adaptable, with more stakeholders engaged not only in shaping the strategy but also in its implementation, ensuring it truly reflects Sweden’s strengths and future aspirations.

In the face of disinformation being spread through social media and AI, and the increasing polarization of communities—both internationally and within your borders—how is the role of nation branding changing?

Nation branding has taken on a new dimension, especially as we confront issues like disinformation and polarization. It’s a stark reminder that a strong, positive reputation isn’t just about attracting tourists or investors—it’s also about resilience. A nation with a well-maintained brand is better equipped to withstand the pressures of misinformation and other threats. Today, nation branding must also include elements of reputation defence and strategic communication to counteract false narratives and reinforce the truth about our country and what we stand for.

On that note, it’s crucial to maintain up-to-date data on perceptions, on digital behaviour, and to engage in ongoing dialogue with stakeholders about how trends and events might impact Sweden's image and performance. We’ve recently faced a few crises regarding Sweden’s reputation, but the overall perception remains positive, and business has remained robust throughout. This underscores the importance of a strong and resilient brand, along with the value of local presence and understanding. It also serves as a reminder that people often aren’t as concerned with events in other nations as we might assume.

When stories spread that run counter to your place narrative, how can nation brand teams respond? What is the secret to successful crisis management?

In this digital age, where information spreads so quickly—and where some may have a vested interest in harming your brand—successful crisis management depends on preparedness and agility. It’s essential for nation brand teams to have strategies in place well before a crisis hits, along with robust monitoring systems to spot potential threats early. The secret lies in being proactive—building trust with your audience so that when you do need to respond, they know they can rely on you. If you’re not telling your story, someone else will—and their version may not be in your favour.

There’s a fine balance between knowing when to respond and when to let things play out. Sometimes it’s best to stay quiet, but more often, a swift, fact-based response that aligns with your nation’s core values is the best approach. At the Swedish Institute, we’ve learned this the hard way. That why we’ve invested heavily in social listening tools and fact-based Q&As, and most importantly, we’ve dedicated significant time and effort to managing our social media channels. People need to know that they can still count on us, even in difficult times.

Looking forward, what do you think should be the biggest focus for place leaders looking to future-proof their strategy?

The fundamentals of nation branding remain the same—it’s about staying relevant and aligning your brand with the needs of your target audience. For Sweden, this means continuing to uphold our reputation as an open, well-run, and modern nation—a place others can trust. Our commitment to sustainability, entrepreneurship, and social welfare will remain central to our brand, but we must also be adaptable and responsive to change.

But how do we translate these principles into effective leadership? How do we ensure that our strategies are more than just empty buzzwords? The truth is, there’s no one-size-fits-all answer. Future-proofing requires active listening, continuous learning, and, perhaps most importantly, close collaboration with our stakeholders. A future-proof strategy isn’t afraid of complexity but works to distil that complexity into clear, actionable steps.

Thank you, Christian. We look forward to learning more from you at City Nation Place Global!

Swedish Institute’s Christian Biller will be joining us in London this November 6-7 to explore how you can build a values-based place brand strategy for a changing world. See the City Nation Place Global agenda for our full line-up of speakers representing cities, regions, and nations around the world.