The Commissioned Masterclass is a one-day or half-day intensive training course for ministers, policymakers, officials and managers responsible for all aspects of national, regional or city representation: tourism promotion, foreign policy, trade and export promotion, cultural relations and cultural diplomacy, foreign direct investment promotion, sporting and other events, private sector decision makers, strategists and analysts in all sectors.
- The number of attendees is usually between 20 and 80, and it is held in a location and at a time and date to be chosen by the commissioning government or agency.
- The Masterclass normally includes a 2-3 hour introductory seminar on Competitive Identity given in person by Simon Anholt, followed by 2-3 hours of interactive debate and discussion, sometimes in the form of a ‘clinic’. However, since the Masterclass is commissioned, the exact agenda is of course developed in consultation with each commissioning government or agency.
- Unpublished, exclusive data from the Nation Brands Index* and City Brands Index is usually shared and discussed during the Masterclass.
- A copy of Simon Anholt’s latest book, Competitive Identity, which serves as the ‘course book’ for the Masterclass, will be presented to each delegate.
Topics included in the Commissioned Masterclass usually include the following:
- The Theoretical Basis: Why image matters
- Team Formation: Who is responsible?
- Case Studies: Learning from others’ successes and failures
- Measuring and Benchmarking: Setting a clear starting point
- The Policy Framework: How reputation is earned
- Building the Strategy: How to set realistic goals
- Building the Structures: Creating a framework for the long term
- Implementation and Monitoring