Canadian Prime Minister Justin Trudeau is a pretty cool guy. In fact, I’m confident he’d be fine if I just referred to him as Justin. If he were selling cologne, I’d try it. Were he to pitch a sports car, I’d consider it. I’ve already checked out some of his fashion preferences.
So why isn’t he using the astonishing power of his personal brand more to the benefit of his country and its foreign policy around the world, especially on negotiations over a revised North American Free Trade Agreement?
It’s a question that has perplexed me since the Canadian News Agency called us at the U.S. government ahead of his state visit to Washington under President Obama. I had high hopes then that he would usher in a new era of increased Canadian relevance here in America. It hasn’t happened. Sure, he’s known — but as I feared, it was more of a splash, than a sustained series of waves. He’ll pop up in an occasional American news story that’s not in the business or politics section. But, he’s mostly ceded that space to Canada’s more famous (or infamous) Justin. It doesn’t have to be this way, Justin (not Bieber).
With NAFTA negotiations now entering a second round, Canada has to a large extent failed to deploy its most powerful public diplomacy weapon: putting the prime minister on prime – time American television. Sure, he was feted at the White House and got to chat with more members of Congress than most foreign leaders who visit Capitol Hill. Yet, as I told the Canadian correspondent, he really needs to get on a sitcom and “SportsCenter.” That’s where most Americans — most importantly, Middle Americans — spend their time.
Middle Americans don’t, for the most part, read The New York Times or Washington Post. Sure, they’ve heard of Justin — probably even caught the photo of him hugging panda cubs. Nice move, by the way. The problem is he has remained a relatively remote figure — rather than a relevant one, especially here in the United States. His predicament illustrates a common challenge confronting telegenic leaders today: How can you translate some global prominence into actual strategic persuasiveness?
READ: [10 Things to Know About Justin Trudeau]
It’s a problem that notably confronts the new leaders of France and Ireland. I will look at their cases in later pieces. Justin’s brand challenge is perhaps the most urgent and underutilized out there at the moment. First, let’s lay out the main obstacles he has to overcome. His American counterpart has accused him and his country of freeriding on the backs of workers across our nation. While not factually true, what really matters is how people feel.
U.S. President Donald Trump has made a pretty effective emotional case on trade. To date, Canada has mostly responded with facts and figures showing how much they contribute to the United States’ economy. That counterargument is hardly heard outside of the halls of power. Meanwhile, Joe and Judy in Nebraska are inclined to believe Trump’s simple, sticky story.
Cue Justin’s cameo on “a popular American TV program. ” He doesn’t have to talk trade or even say anything policy related. It’s more important that average Americans see him there. They need to relate to him not as a foreign leader, but someone who speaks their language. Do a few of those, then pop over to sports radio. Then start inviting up famous country singers to Ottawa. You get the idea. All of a sudden you’ll notice Canada’s comments are no longer seen so much as “over there.” They start to have traction in more places, from Topeka to Toledo.
The real handicap for Canada, Mexico and most other countries is they still attempt to win the old fashion way. Diplomacy and politics have radically changed. Trump is just the latest incarnation of a trend that has been building during the past several years. When President Obama headed to Cuba, I reached back out to that same Canadian correspondent. “Look at the first thing he did,” I told him. “They put him on a Cuban comedy show. It’s the same playbook I was talking about.” Indeed, we started to experiment with more of this personal diplomacy when I was at the White House. Then it was a nice to do — for today’s leaders, it’s a need to do.
I’m not one of those who believes the Donald has a monopoly on modern mass influence. In order for Canada to start gaining ground on NAFTA, they also need to transition how they talk. This is what makes Trudeau’s personal brand so powerful. In the modern era, prominent individuals often have greater influence and credibility than institutions — especially foreign ones. Trump masterfully demonstrated this by using more accessible language to dismantle the stiff Republic establishment. Being younger, trendier, and let’s not leave off sexier, Trudeau could run rhetorical circles around him (literally and figuratively). He needs to speak less as the leader of nation and more as a regular guy.
Outdoing the Donald on informality is sure to draw attention. So, Mr. Prime Minister should be “dude.” Limit uses of the term NAFTA. Replace it with references to the neighborhood potluck. Talk about limiting free trade as actually limiting your kids’ option for the future. Forget the figures. Focus on feelings, especially fear. Trump uses it as though the concept was going out of style. It’s effective because people have fears, countries have interests. So, Justin, tell us why pushing our nations apart makes you afraid (and by extension, why we should be scared, too).
NAFTA won’t be won because Canada presented the most cogent case for keeping trade lanes open. Its preservation hinges on the personal persuasiveness of Donald Trump. Justin Trudeau should lean in and contest this space. Draw on the largely untapped potential of his personal brand. Connect with Americans, who until now saw the trade deal as an “us-versus-them” equation. If effectively executed, he can leverage his popular guy persona into significant influence over public perception of country and its interests. That would be more than cool. It would almost certainly freeze the likelihood Trump picks another fight with our northern neighbor.
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How Brand Trudeau Can Save NAFTA for Canada originally appeared on usnews.com