Soft power, sneaky marketing

How New Zealand manages to develop brand awareness without spending a fortune on advertising itself
New Zealand ranks pretty highly in this year's Global Soft Power Index, but we've been better in the past, and some of our key images are aging out

Guests:

• David Downs - New Zealand Story CEO
• Alice Peacock - Newsroom business reporter

Learn more:

• NZ Story Market Pulse report
• Global soft power report 2025 - David Downs' piece is on page 37

Find The Detail on Newsroomor RNZ
Go to this episode on rnz.co.nz for more details