Free Agency Vol.5 📈: Countries get rebrands do

Do you know why the Olympics never gets old? Why people all over the world wear I Love NY tees? Why people crash out to take pictures in front of the Eiffel Tower?

Because national identity matters. It's a product and a promise, that people choose to opt into and helps shape how themselves, and how the world sees them.

In order to continuously compete in a global marketplace, countries have to reframe national identity. National identity is one of the biggest exports a country has, especially if they are comparatively small. The story of winning, becomes part of the identity for everyone, forever.

Unité, Travail, Patriotisme (Unity, Work, Patriotism)

The history of Rwanda is nuanced and complex. But 30 years ago this year, it was ground zero for a horrific genocide. So while an entire generation died, and another had to survive in its wake, the country itself had to rebuild and reimagine itself.