The Rule of Law as a Marketing Tool: The International Criminal Court and the Brand of Global Justice

Abstract

This chapter invites a reading of the international rule of law as a marketing tool. Its rhetorical purchase is shown to provide fertile ground for branding, employed as a means to attract resources in a highly competitive industry – what I call the ‘global justice sector’. The practices of the International Criminal Court, one of the institutions competing in this sector, exemplify the employment of the international rule of law in its marketized form as a means to strengthen its global justice brand. This reading of the international rule of law is placed within the context of a neoliberalism which constitutes and reconstitutes the juncture between the market and justice.

Keywords: international rule of law, Internationfal Criminal Court, marketing, branding, neoliberalism