COOL CANADA? WHY NOT, EH?

This is an editorial about an editorial - an unusual thing, no doubt. But
when a publication as distinguished as The Economist puts "Canada's New
Spirit" on its cover, with a moose in sunglasses in the background, it
cries out for comment.

In the current issue of the London-based magazine, the editors argue that a
quiet renaissance is transforming Canada from a dull, fractious,
economically hobbled country into a lively, progressive, competitive one.
"Indeed," they say, "a cautious case can be made that Canada is now rather
cool."

Cool? Us? Cold, yes. But few Canadians imagined that our international
image was undergoing such a change. For years, the world barely thought of
Canada, and when it did, all that came to mind were the three M's: moose,
mountains and Mounties. Japanese pictured Anne of Green Gables. Australians
disparaged us as "frozen Yanks."

But lately, Canada has begun to impinge, ever so slightly, on the world's
consciousness. Ottawa's decision to decriminalize marijuana and legalize
same-sex marriage has earned us a reputation as a socially liberal place,
just as our successful integration of millions of new immigrants (see
editorial below) has earned us a name for tolerance. Our teeming,
cosmopolitan big cities are a marvel. Our writers and musicians wow the world.

The clanking spectre of separatism has receded since the near-death 1995
Quebec referendum. So has the shadow of insolvency. Our public finances are
in better shape than they were a decade ago, and our economy has outpaced
most of its industrialized rivals for years.

Yes, we have problems. As The Economist is quick to point out, middle-class
Canadians are still overtaxed and underpaid compared with their American
cousins. Public services in the cities are strained. Unemployment in many
regions is still far too high. The one-party monopoly in national politics
is an embarrassment. On balance, though, Canada is doing very well.

Here lies a golden opportunity. In a globalized world, a nation's success
depends at least in part on what marketers call its brand. With that fact
in mind, the British have been trying to throw off their image as
tea-sipping fuddy-duddies and rebrand their country as Cool Britannia. But
publicity campaigns are not the way to do it; far better to keep improving
the product.

In Canada, that means deepening our commitment to diversity and tolerance.
It means striving to improve our economic competitiveness. It means keeping
our books balanced and our taxes reasonable. It means fixing our crumbling
roads, underfunded universities and often mediocre public schools.

Tall order? Certainly. But Canada is about to get a new prime minister with
an itch to change things. (Don't spread it around, but his name is Paul
Martin.) If he can make progress on these problems, then the moose in
sunglasses could become the image of a new world brand: Cool Canada.