Sweden as a Brand, Confirmed

As Obama’s visit to Sweden continues, speculation is running wild as to what it will mean for the country. Not much, is a common answer. A more interesting question may be what this visit means for Barack Obama.

For the past few years, Sweden has established an international reputation as a country distinguished by values like tolerance, equality, economic responsibility and an ability for innovation. Therefore, a U.S. president wanting to signal a similar way forward has everything to gain by being associated with Sweden.

While planning a politician’s visit, there is one fundamental principle that always must be considered: What message to communicate?

This year, Sweden surpassed Switzerland in Reputation Institute’s annual survey and became the country with the second strongest brand in the world. Only Canada has a higher ranking. At the bottom of the list, you find countries like Russia.

Some people have elected to make fun of Sweden having been a second choice, once Obama canceled his visit to Russia because of too strongly pronounced diplomatic disagreements.

What they are totally missing is that Sweden must have been at the top of the list of countries a U.S. president, wanting to make a statement about democracy, freedom and justice, should choose. Seen in this light, the president’s visit is probably far more important than it would have been had he made it at another time.

Whether it is a municipal commissioner visiting a local preschool or a president on a state visit, what the visit communicates is extremely important. Needless to say, this is not the only consideration. Visiting a preschool can provide a picture of how the school works directly from the working staff, instead of through the head of administration. A state visit can be necessary to strengthen diplomatic ties in preparation of negotiations of a trans-Atlantic free trade treaty, for example.

In both cases, the image of what has been accomplished is often just as important — if not more — as the issues actually discussed. Important problems are always solved beforehand anyways. A municipal commissioner, wanting to signal an interest in welfare issues, likes to see headlines about preschool visits, and an American president, wanting to build support for a policy that combines equality and tolerance with economic progress, likes to be associated with countries that have achieved this.

The two people who probably had the most to do with Obama choosing Sweden are Foreign Minister Carl Bildt — who can use the president’s visit to show that his diplomatic contacts with the U.S. are stronger than ever — and U.S. Ambassador Mark Brzezinski, previously a foreign policy adviser during Obama’s presidential campaign, who has become a familiar name in Swedish political circles in a short time and is close to the U.S. administration.

Obama’s visit confirms that politicians with an eye to the future want to be associated with Sweden. The challenge now is to avoid complacency and continue striving for a better society that future world leaders will also choose for their state visits.