Estonian branding starts at the top

There seems to be an unwritten rule about how heads of state pose for their portraits. Whether they're smiling (see, for example, South Africa and Finland), frowning (Russia), or projecting a carefully-composed neutrality (China, Poland, and the US), heads of state pose as a rule without props. But here, as in so many areas, Estonia breaks the mold.

First some quick background. Toward the end of my book I discuss how Estonia has successfully branded itself as "E-stonia" (or as it is sometimes...