Syria Today | Branding Syria

Brand Syria

Reactions from foreigners about Syria and the Middle East are, unfortunately, invariably the same: Syria! Isn’t it dangerous there? Masked gunmen (Islamic of course) and burkah-clad women are clearly on the mind.

Contrast this with India – Incredible India no less. Exotic, spice-filled and colourful are the automatic pictures which flood the mind. This from a country which saw its largest city held hostage by terrorists for three days and which, in the past 12 months alone, has experienced some 63 bomb blasts in seven different states. Yet India is rarely associated with terrorism among potential visitors. What about Brazil: sun, sand, surf, samba and football – what a party! Images of urban slums and one of the world’s highest crime rates do not fit the picture. Needless to say, Syria (and the Middle East in general) has a serious brand problem. War, terrorism and – in the words of the recently departed US president – evil are terms that dominate the generalised image of the region.

For that to change, Syria, along with the rest of the region, must work to provide a fuller image of itself to a global audience: one which shows the diversity of the country and focuses on people, not just politics. Magazines like this one are a start, but much more is needed. It will take time – a lot of time – but clearly the skills and talents are here. They simply need to be given a little encouragement and a free reign to go about their work.