What went wrong with brand Guadalajara? Part 3/4

This essay is the third installment of our Brand Guadalajara series. By using the weak start of the Mexican city’s brand as a case, we are analyzing seven systematic problems of place branding projects.  So far we talked about three problems: officials’ misconceptions about what is a brand, failure to communicate the objectives of the…

What went wrong with brand Guadalajara? Part 2/4

Let’s recap what we have discussed so far. Mexico’s second largest city Guadalajara launched its new brand identity. Although the project was pro bono, the new logo did not receive a warm welcome. On our last post, we listed seven systematic problems, which contributed to the poor start of the brand Guadalajara. The first issue…

What went wrong with brand Guadalajara? Part 1/4

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…