Canada needs a branding makeover in global, knowledge-based economy We must improve the science literacy in our foreign relations and enhance the knowledge and interest of our science community on the importance of statecraft. By better incorporating science diplomacy wisely into Canada's global image, our country will on By PAUL DUFOUR Published November 16, 2009

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Many would agree that the beaver, a traditional national branding symbol, just doesn't quite cut it in a rapidly-changing, highly-mobile, knowledge-based economy. Don't get me wrong, beavers are cute, if you like water rodents. The mascot of our five-cent coin, the beaver symbolizes the amiable industriousness often associated with Canada.

Advertising professionals will tell you that branding is a critical aspect of marketing. Strong images shape the perception of clients and consumers. This holds true for nations as much as products and services.

An oft-ignored branding symbol for nations is its science diplomacy. The ability to use the "soft power" of science as a tool in the arsenal of foreign relations and international influence is becoming increasingly important. Certain countries have grown adept at using their knowledge assets to effect change and move policy and diplomacy.

The U.S.—the graceful, yet aggressive eagle brand—is good at this; China, with its powerful imagery of mythical dragons, is also accelerating their global knowledge presence. In Canada, Castor canadensis, the nocturnal builder of small dams, continues its travails.

Slapping one's tail in small lakes and pools is no longer sufficient when strategic knowledge through science and innovation is the new force driving turbulent, global currents. Indeed, perhaps the more wide-ranging and clever orca and raven, inscribed on the newly minted Vancouver Winter Olympic medals achieves a more spirited image.

The Canadian track record in using science and innovation assets to help brand its global image has at times been uneven. Science can be influential in shaping foreign aid, national security, emergency preparedness, global health, and enhancing bilateral and multilateral relations.

There are several opportunities in which Canada can be more strategic in this regard—including participating in the International S&T Partnerships Program with emerging countries; the development of initiatives in support of research and capacity building with developing countries including leveraging the diaspora of domestic talent, increasing the pool of more globally-attuned individuals in younger generations with incentives such as the Vanier scholarships or those from the Trudeau Foundation, and the enhanced use of science academies and expert advisers to influence and shape global challenges. More must be done if the impact is to be sustainable and have continued support. And it is a two-way street; foreign policy should also be able to help science's contributions to the larger questions of international public policy.

Taking advantage of these forthcoming global opportunities to strengthen the interaction of science and state will require a sound "intermestic" approach, involving the merging of international and domestic priorities. We need to determine how to organize a stronger, more strategic national contribution to these and other efforts. We must improve the science literacy in our foreign relations and enhance the knowledge and interest of our science community on the importance of statecraft. By better incorporating science diplomacy wisely into Canada's global image, our country will only be positively altered as a result.

Paul Dufour was a member of the Advisory Committee for the 2009 Canadian Science Policy Conference. This column was originally published at The Mark News, Canada's online source for news analysis and debate, www.themarknews.com.

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