In today’s crowded marketing landscape, standing out demands more than just creativity—it requires strategic thinking. Consumers are inundated with messaging, offers and advertisements, making it ...

Power is the ability to get others to do what you want. That can be accomplished by coercion (“sticks”), payment (“carrots”) or attraction (“honey”). The first two methods are forms of hard power; ...

Earlier this month the United Kingdom government launched an inquiry into the country’s soft power – that is, its tools of attraction and cultural influence. Soft power is an elusive form of influence ...

Clockwise from top left: Moo Deng; LISA; Thais celebrate after the government approves same-sex marriage; a still from The White Lotus. Clockwise from top left: Moo Deng; LISA; Thais celebrate after ...

Forbes contributors publish independent expert analyses and insights. CEO, author of forthcoming book SMART POWER & host of POWER PLAY pod. For the past few years, I have been researching, writing and ...

The global landscape is undergoing a profound transformation, a tectonic shift in the balance of influence. The sixth annual Global Soft Power Index, released by Brand Finance, confirms what many have ...