"Canada continues to be either invisible or the land of ice and snow to most of the world. Not exactly a motivating image to attract investment or tourists here, or to add country of origin value to goods and services created here.
If Canada is to compete in the modern world, what we stand for had better be more than the great outdoors, snow, ice, hockey and a few medals. It is an issue that needs to be taken seriously by both policy-makers and marketers."
More here about how "Canada's Brand Runs Cold" : http://www.marketingmag.ca/magazine/current/opinion/article.jsp?content=20060320_75356_75356