What do Germany, South Korea, Barcelona, LEGO, and Apple have in common? Each managed to change how the world saw it, and that shift helped make later success possible.

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Blending history, sport, and marketing, the lecture shows how the Olympic Games in Seoul and Barcelona, and the 2006 World Cup in Germany, were used to overturn entrenched perceptions and recast the identity of cities and nations. It then asks what organisations can learn from them.

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It explores how changing the way a country or organisation sees itself, as well as the way others see it, can produce a new and persuasive public narrative.

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The success stories are set against cases in which powerful brands squandered public trust. They demonstrate how the gap between a brand’s promises and the reality it delivers can eventually bring the entire story crashing down.

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* Available as a thought-provoking one-time lecture or an engaging, interactive four-session workshop designed for deeper exploration, hands-on experiences, and discovery.