The Canada Brand—An Inexhaustible Natural Resource
Canada occupies a unique space in the minds of people around the world. We enjoy a positive, fresh and fair image on the international stage, quite distinct from the brash bravado of the Americans, the taciturn reserve of the British and the stiff formality of the Germans. This image should give us a natural advantage over most others, especially when it comes to applying transformational leadership techniques to boost our global business profile and leverage our brand internationally.
When people elsewhere think of Canada, they generally imagine snowcapped mountain ranges, fresh lakes and ice hockey. The sad news is they probably don't see us for much more than those majestic scenes of nature ...