Consul-General of Israel visits University of Saskatchewan
Amir R. Gissin, Consul-General of Israel to Canada, presents on his experience in nation-branding.
U of S students and faculty learned about the concept of "nation-branding" on Tuesday as the Saskatchewan Economic & International Development Officer Program (SEIDO), in partnership with the Hanlon Centre for International Business Studies and the University of Saskatchewan International Office, played host to Amir R. Gissin, Consul-General of Israel to Canada. Consul-General Gissin was passing through as part of his speaking tour on "Market-Branding Israel to the World". As Israel's first "Brand Manager", Consul-General Gissin has had extensive first-hand experience in the field of nation-branding. Prior to his posting in Canada, he served as Director of the Public Affairs Department in Israel's Ministry of Foreign Affairs, where he co-initiated and led Israel's Branding Project.
The event was organized by Nick Kokkastamapoulos, SEIDO Program Coordinator, and SEIDO Student Officers Megan Doepker and Thomas Dehod as part the program’s "SEIDO Visiting Consul-General Series". Despite preoccupation with upcoming exams, more than 40 students and faculty attended to hear the Consul-General speak. Also in attendance were representatives from DFAIT, STEP, Enterprise Saskatchewan, and SREDA, who came to meet and network with Gissin afterward.
Consul-General Gissin discussed the process of measuring, building and managing national reputation, brand identity, and other components of effective nation-branding. He spoke first to the concept of branding in a general capacity, saying "A brand is a promise, and a good brand is a promise delivered." Drawing on his specific experience in nation-branding, he stated "It should not be about adapting to the expectations of others, to the expectations of the rest of the world. It should be about highlighting the best qualities of your nation. Who are you when you are at your best?"
40 students and faculty attended, along with representatives from DFAIT, STEP, Enterprise Saskatchewan, and SREDA.
As the presentation closed, students and faculty took the opportunity to engage with Gissin in a question and answer period addressing his experiences, challenges, and Saskatchewan-specific opportunities in nation-branding. SEIDO Student Officers Thomas Dehod and Megan Doepker were on hand to introduce the Consul-General, and present him with "Birth of a Boom", a book about Saskatchewan entrepreneurs.
* Please note this article has been updated to reflect the new name change of the “Saskatchewan Economic & International Development Officer Program” (“SEIDO”), from its former program name as the “Saskatchewan International Trade Officer Program” (“SITO”).
The Saskatchewan Economic & International Development Officer Program (SEIDO) allows university/college and high schools throughout Saskatchewan the opportunity build global business knowledge, related skills development, and training opportunities for a career in global business, international trade and development. For more information, please contact Nicholas Kokkastamapoulos (SEIDO Program Coordinator) at the Haultain Institute for Global Business Studies at nick.kokkas@seidoprogram.org or nkokkas@haultaininstitute.org or by telephone at (306) 715-2260. Thank you.
