Your brand needs tension

When Stephen Hawking was asked, how he has sold more books on physics than Madonna has on sex, he famously said, “Someone told me that each equation I included in the book would halve the sales!” So, he avoided using equations in his writing and became a bestseller. In the field of communications, there is…

Three mature archetypal meanings of ice cream

On our last essay, we analyzed the three youthful archetypal meanings of ice cream, which were the Inner Child, the Companion, and the Jester. Let’s pick up from where we left off and interpret three more mature archetypal meanings of ice cream. The Seductress Etymologically speaking, seduction means “to lead away, lead astray” in Latin. Back…

Three youthful archetypal meanings of ice cream

Have you ever heard of the term “benefit laddering?” It is a traditional technique used by most marketers and researchers. Simply put, you start by listing the key attributes of a product. Then you progress to the product benefits. Next, the direct consumer benefits, and finally the key emotional benefits. Based on Maslow’s Hierarchy of…

What went wrong with brand Guadalajara? Part 4/4

This is the fourth instalment of a series of “systematic problems of placebranding projects” illustrating the roadblock faced by the brand Guadalajara. These essays are intended to help practitioners -both city officials and consultants- to launch more successful and resistant brands. (Read the earlier instalments here and here, and  here.) Problem #6: Overlooking the change management side of the…

What went wrong with brand Guadalajara? Part 3/4

This is the third instalment of a series of “systematic problems of placebranding projects” illustrating the roadblock faced by the brand Guadalajara. These essays are intended to help practitioners -both city officials and consultants- to launch more successful and resistant brands. (Read the earlier instalment here and here, and the subsequent one here.) By using the weak start of…

What went wrong with brand Guadalajara? Part 2/4

This is the second instalment of a series of “systematic problems of placebranding projects” illustrating the roadblock faced by the brand Guadalajara. These essays are intended to help practitioners -both city officials and consultants- to launch more successful and resistant brands. (Read the earlier instalment here and the subsequent ones here and here.) Let’s recap what we have discussed so far….

What went wrong with brand Guadalajara? Part 1/4

This is the first instalment of a series of “systematic problems of placebranding projects” illustrating the roadblock faced by the brand Guadalajara. These essays are intended to help practitioners -both city officials and consultants- to launch more successful and resistant brands. (Read the subsequent ones here, here and here.) Here we go again. Another city branding project is dealing with a…

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.