This episode probes arguably the most successful cluster of national reputations the Nordic region, performing at the top of both the nation brands and good country indices. Issues include the question of how the positive reputation benefits Sweden, Norway, Denmark and Finland and the historical factors underpinning the phenomenon. Nick raises the issue of the demonization of the region in Kremlin-linked media while Simon considers negative messaging from within the region from its own far right. Simon looks back on the Danish cartoon crisis of 2006 as an exemplar for how a reputation can be damaged by a single incident.