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.
Click on the image for the clip: