Less than a year before its 60th anniversary, the North Atlantic Treaty Organization is determined to revamp its image, establishing a media operations center for Afghanistan and hiring an executive from Coca-Cola to manage the way the alliance is seen around the world. (...)
Michael Stopford, has spent two years guarding Coca-Cola's image and will join NATO as deputy assistant secretary general for strategic communication services in August. Mr. Stopford, a British-born American, is a specialist in managing reputations. Before working at Coca-Cola, he also held jobs at the United Nations and the British Foreign Office.
I doubt whether such a branding will be enough. NATO needs to reinvent itself. Has Coca-Cola done that recently? Nope, it still tastes the same.
Madonna, however, has reinvented herself extremely successfully several times. And Peter van Ham of the Clingendael Institute in The Hague has even published an article in the NATO Review on NATO and the Madonna Curve: "Businesses use Madonna as a role model of self-reinvention. Now it's NATO's turn." Okay, okay, NATO is trying to do both: retooling its brand and reinventing itself by working on a new strategic concept.
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