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America’s Soft Power – What’s Next?


Date: 9 September, 2020
Time: 3:00 pm - 4:00 pm


Join the father of soft power, Professor Joseph Nye, to explore and discuss the future of the United States. Coining the term in late 1980s, Professor Nye has been the pioneer in recognising the importance of the role of soft power in international relations and foreign policy. As the former assistant secretary of defence and former dean of Harvard’s Kennedy School of Government, Professor Nye’s work has profoundly shaped both the conduct and study of international relations. His latest book ‘Do Morals Matter? Presidents and Foreign Policy from FDR to Trump’ analyses the role of ethics in US foreign policy during the American era after 1945.

With the world in pandemic turmoil and the 2020 Presidential Election imminent, the role of soft power is arguably more relevant and important than ever. This webinar will explore the potential impact of election results on America’s soft power, the role of a leader in enhancing and reinforcing a nation’s soft power, and will take a broader view looking at the future of America’s soft power in the decades to come.

Following Brand Finance launching the Global Soft Power Index earlier this year – the world’s most comprehensive research study on perceptions of soft power, surveying the opinions of over 55,000 people in more than 100 countries – the webinar will discuss predictions for next year’s Index, and in particular whether the US will be able to hold on to the coveted number one position.

The hour-long webinar will begin with a presentation from Professor Nye, and conclude with a Q&A session moderated by David Haigh, CEO of Brand Finance.




3 Birchin Lane
London, EC3V 9BW United Kingdom
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+44 (0)207 389 9410