In Japan, a country with a strong modern pacifist streak, winning the hearts and minds of the citizenry may be the military's biggest battle.
Under then-US commander Gen Stanley McChrystal, the focus switched from leading an all-out war against the Taliban and its allies to "winning the hearts and minds" of Afghan civilians.
Known as the "clown prince" of Italian politics, Beppe Grillo is a 64-year-old comedian turned politician whose Five Star Movement (M5S) is winning the hearts and minds of Italians fed up with mainstream parties.
So winning the hearts and minds?
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It is too early to know how Obama will react when he like Bush is no longer able to deny that his strategy for winning over the hearts and minds of the Islamic world has failed.
Winning the hearts, minds, and iPhones of the tech-scenesters this SXSW could be helpful if either company wants to build a lasting product.
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Yet it is hard not to conclude that, if nothing else, Argentina is winning the public relations battle for hearts and minds.
It appears that most of the soldiers targeted had been working in road construction, part of the army's strategy for winning hearts and minds locally.
"We are going to continue winning over more hearts and minds, forging the majority we have already built and continuing to win more states, " Mr. Wolfson said.
The minister said the Scottish Government has a long way to go in "winning hearts and minds" in order to meet its carbon emissions targets.
For the British, certainly, this war is as much about heavy metal fighting as it is about winning hearts and minds.
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