To do that, countries need to have a clear view of their positive attributes and values, and why those are relevant to the outside world.

BBC: Chinese New Year can help Beijing sell 'brand China'

Charles Koones, who publishes Variety for Reed Elsevier (nyse: ENL - news - people ), attributes increases this year to the lack of a clear front-runner for most awards, which gives studios more incentive to buy.

FORBES: Oscar's Old-World Marketing

But, if I gave you a list of other attributes of each of these clients, it would be clear to many of you which is most at peace.

FORBES: How You Do Your Money...