As the world faces unprecedented levels of geopolitical insecurity, wars, and climate change, intergovernmental organisations (IGOs) face a global zeitgeist of mistrust. Once seen as supranational sources of truth and human integrity, IGOs are now perceived as separate and almost abstract entities, often failing in their original missions. The urgency for IGOs to adapt and relate to people’s lives is real, and this has everything to do with the state of their brands.

Perception is reality. A brand doesn’t truly exist until it is experienced, and what people experience is what they learn and remember. Currently, many once-powerful IGO brands set the wrong expectations and under-deliver experiences. To be remembered as courageous players in today’s complex world, IGOs need a brand-driven reinvention.

When thinking of IGOs, organisations like the United Nations (UN) and NATO come to mind. Most were created post-World War II, during a time of fundamental trust in national governments, media and intergovernmental collaboration. Radio and newspapers played major roles in shaping public perception through top-down communication.

Today, polarising political agendas make it difficult to find common ground within a single country, let alone among nations. The UN brand is adrift as an oxymoron, and NATO suffers from brand schizophrenia, often misperceived as a war machine despite activating its force only once in 75 years.