What went wrong with brand Guadalajara? Part 1

Here we go again. Another city branding project is dealing with a public backlash. The Mexican city Guadalajara recently launched its new brand -with nothing but good intentions I assume. Sadly, what followed was a Category 5 hurricane of negative feedback. Does the brand Guadalajara really deserve to be criticized? Why did the public dislike the…

Keys to successful place branding – Part 1

It has become a common narrative: A city, region or a country launches its new visual identity, only to learn that its habitants hate the logo’s guts. From Toronto to South Australia, and from Caribbean’s to Latin America nobody seems to be happy with the  brands that are suppose to represent them. Sadly, this has become a pandemic: According…

When to celebrate your brand’s history?

Let’s say you are managing a brand that is about to celebrate its 25th-year anniversary. An interesting question pops up: Should you promote your company’s length of life? Should you say something like, “Since 1990”? When does it make sense to celebrate your brand’s history? What’s the right thing to do?

Does every country need a global brand? (continued)

We are continuing our conversation with Jose Filipe Torres, one of the vanguards of country branding. We talked about success, failure, limits and dreams. This is the second installment of a three-article interview series with Jose Filipe Torres. Click here to read the first part of the interview.

What do countries really mean when they say “We need a brand”?

Meet Jose Filipe Torres, one of the best-known country branding practitioners in the world. We had an opportunity to pick his brain on the most pressing issues related to place branding. We asked, he answered. Candidly… This is the first installment of a three-article interview series with Jose Filipe Torres. Without further ado let’s turn…

Symbolic Meaning of Numbers

Are you considering to use numbers as a part of your brand? Then, you may want to learn about the symbolic meaning of numbers! For instance, why do you think 7 is the world’s most popular number? Or does 5 have a gender? Which of the following is better to convey a sense of uniqueness?…

Should the LA Clippers Change its Name?

Donald Sterling, the disgraced owner of the Los Angeles Clippers has decided to sell his team, and Steve Ballmer, the former CEO of Microsoft placed a bid of $2 billion to purchase it. Since the NBA approved his proposal, now many people are wondering the same thing: Should Balmer rename the LA Clippers? Do they…

How to create a buyer persona?

“Our target audience is 18-48, female and male, C1, B and A.” You might have heard a similar nonsense statement before… The above sentence is a feeble -and rather soulless- attempt to describe a “target” “audience”. I am categorically against using such lingo as it’s a completely outdated way of thinking. I also believe that in this day…

How to discover your organizational values?

Are you trying to define what keeps your organization together? Do you want to discover your organizational values? Would you like to write down “the way things get done around here?” Then, read on!

Creating a Brand Architecture for Private Label Products

Private label (PL) has always been profitable for retailers: Around the world, the retailers’ profit margin of PL is roughly 40%, which is twice as much as the profit they make from other brands. Not surprisingly, so far PL has been treated as a “cash cow.” Money was invested in PL the product, not PL the…

Being in command out of control

Do you feel like the world is spinning faster these days? Are there too many things happening simultaneously? Is the pace of your life too fast? Are you looking for a way to keep things under control? How can you control people and events around you when deep down you know you can’t even fully…