As more countries adopt democratic government, their foreign policies increasingly emphasize their democratic commitment. If democracies do not go to war against each other, and physical insecurity still threatens, displaying one's democracy, ormarketingit, is useful for demonstrating one's membership in, and commitment to the democratic community. In turn, marketing ultimately enhances a state's physical security. Marketing includes both substantive (deed) and rhetorical (verbal) dimensions. Theoretically, marketing may be better explained by international society perspectives rather than by classical realism. The experiences of the new state of Kyrgyzstan illustrate marketing and its potential rewards.