Institutions lose their relevance over time. That is the case for the North Atlantic Treaty Organization. NATO has been around since 1949 but most people, especially youth, have no idea what it does.
A military affairs think tank engaged Swystun Communications to evaluate their report on NATO. The mandate was to use principles of nation branding to determine the benefits of membership.
NATO may still serve a critical purpose but the brand is dated, misunderstood or not recognized. Swystun Communications provided a series of traditional and nontraditional communications activities to refresh the brand.