Nation branding has become almost a fashion these days, as opposed to being a conviction as it has always been! Marketers and PR firms are increasingly advising and urging national governments, particularly of developing nations, to embark on nation branding projects, spending millions of dollars. Many have done so. Yet, the rate of success is very very low! Why? Aren’t these gurus simply seeking jobs for themselves, and therefore the fashion-trend, itself, is heading towards failure? Shouldn’t nation branding be a silent, but demonstrable culture, instead of being made an obvious orchestrated commercial venture?