It’s irresistibly funny to appoint somebody to improve your national image and then see the appointment turn into a national image issue in no time. That’s precisely what has happened in Poland. On 29 July, when Prime Minister Donald Tusk appointed Barbara Mróz-Gorgoń, a professor of marketing, as the government’s new plenipotentiary for promoting the Polish brand, everybody thought that the position was a step towards defining Poland’s national identity.
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