Brand Finance logo

Hollywood & Soft Power with Rob Long

14 January 2021, 15:00–16:00

Hollywood’s screenwriter and producer, Rob Long joins Brand Finance for a live webinar to discuss his views on Hollywood and Soft Power.

Contributor to the long-running award-winning television program Cheers, and co-creator of a series of other popular sitcoms, Rob is also renowned as one of Hollywood’s best-known political commentators. Starting out in 1993, Rob wrote a fortnightly political satire column for National Review titled ‘Letters from Al’, which revealed insider information about government figures, as well as humorous speculation on their roles in public controversies. Rob consequently became contributing editor of the National Review, where he shares his views on political and social topics, especially mass media and Hollywood politics. He also founded Ricochet, a dedicated political news and commentary website.

Rob Long joins Brand Finance to discuss predictions for the next Global Soft Power Index – the world’s most comprehensive research study on perceptions of soft power, surveying the opinions of over75,000 people in more than 100 countries – due to be released in February 2021, and in particular the impact that Hollywood has on soft power in the US and the concept of cultural colonialism.

The hour-long webinar will begin with a presentation from Rob Long, and conclude with a Q&A session moderated by David Haigh, CEO of Brand Finance.

The Global Soft Power Index 2020 report and the findings of the study are free to access online here.

To learn more about Brand Finance’s soft power and nation brands practice, email: [email protected]

14 January 2021, 15:00–16:00


Rob Long
Hollywood Writer

Every week, since 2004, Rob writes and records a short commentary for public radio called “Martini Shot.

He’s also the founder of a podcast network, Ricochet, which releases about a dozen separate podcasts per month, including the newest, “The Ankler,” which is Richard Rushfield’s podcast version of his sharp and insightful entertainment industry newsletter.

Rob just completed a four-year term as president of the board of the Southern Foodways Alliance, a group based in Oxford, Mississippi that studies, celebrates, documents, and investigates the foodways of the American South and is particularly proud of their growth and reach since his arrival on the management team.

Rob has written two books, Conversations with My Agent and Set Up, Joke, Set Up, Joke, which have a devoted cult following. He was also a Co-Executive Producer of “Cheers,” the long-running television comedy.

David Haigh
Founder and CEO
Brand Finance

David is the CEO and founder of Brand Finance plc. David qualified as a Chartered Accountant with Price Waterhouse in London. He worked in international financial management then moved into the marketing services sector, firstly as the Financial Director of The Creative Business and then as Financial Director of WCRS & Partners. He left to set up a financial marketing consultancy, which was later acquired by Publicis, the pan European marketing services group, where he worked as a director for five years.

David moved to Interbrand as Director of Brand Valuation in its London-based global brand valuation practice, leaving in 1996 to launch Brand Finance. David has represented the British Standards institute on the International Standards Committee working party on the standardisation of brand valuation methods and practices, whose draft standard (ISO 10668) was published in November 2010.

David has written many articles for the marketing and financial press on branded businesses and brand valuation and is the author of numerous publications. He also lectures on the subject of branded business, brand and intangible asset valuation at many of the leading business schools around the world.


Job Title


Open in new window

Get in Touch