The international context in relation to gender and peacebuilding has changed dramatically over the last two decades, in ways that have had a major impact on the branding of Norway and other Nordic countries abroad. The establishment of this chapter would become a turning point for how issues related to the inclusion of women and gender perspectives were integrated into Norway's peace engagement. Instead of making the most out of the NWM initiative as an opportunity to brand Norway as the leading 'gender-equal peace nation', Norway prioritized Nordic collaboration and sought to make Norway blend in with its neighbours. Norway's 'peace mediation dominance' could have provided Norway with a unique branding opportunity. However, Norway was once again reluctant or careful not to take on a role that was too prominent or visible or to use these various network initiatives for its own branding purposes.