Strategic Brand Consultancy
(From Interbrand) The attribution of human personality traits to a brand as a way to achieve differentiation.
Imagine you're visiting a bustling city you've never been before. You have multiple options: You could visit the vibrant arts district of the city, buzzing with galleries, theaters, and street performers. Another option is to go to an idyllic park, perfect for reading or a quiet stroll. Alternatively, you can go to the heart of …
Continue reading "You Are Where You Visit: A Psychological Guide to Destination Preferences"
Discover why cities, like people, have their own "innovation personalities." Whether they're trailblazing Innovators or cautious Late Majority, each city navigates change in unique ways. Dive into how diffusion of innovation theory merges with place branding, giving cities archetypal identities that evoke specific emotional responses. This is essential reading for policymakers and brand strategists looking to pinpoint their city's place in the global innovation landscape.
Are archetypes limiting or a source of endless inspiration for marketers?
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 …