Honoured to be on The National last night. I was asked the question: What is the cost-benefit to brand Canada of Harry and Meghan living here?
I was not asked as a man in the street, or for my political opinion, which might be different.
I was asked, as a branding expert, for the business case *if* Canada decided to pay for security. I think the answer is clear:
Through their unparalleled ability to focus domestic and global attention on Canada as a great place to live – and do business and good works – Harry and Meghan will attract spending, investment and charitable dollars that are many multiples of their presumed security costs, thereby increasing the value of brand Canada.
Here is the clip: