Find your purpose. Define your promise. Create your personality.
(From Lippincott) Long-term plan for the brand including a determination of key audiences and an understanding of what those audiences need to know about the brand and experience.
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 … Continue reading What went wrong with brand Guadalajara? Part 3/4
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. … Continue reading What went wrong with brand Guadalajara? Part 2/4
I stumbled upon this concise and precise essay on the topic of "complicated vs. complex." Particularly "the potty training" example demonstrates so well what happens when the two clashes. I could not have written it better. So I decided to reblog it. Enjoy,
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 … Continue reading What went wrong with brand Guadalajara? Part 1/4
It has become a familiar 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 Caribbeans to Latin America nobody seems to be happy with the brand that is supposed to represent them. Sadly, that has grown to be a … Continue reading Keys to successful place branding – Part 1
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?
This is the last installment of our interview with Jose Filipe Torres, the founder of Bloom Consulting. This week, we talked about Bloom Consulting’s Country Brand Rankings. What makes it special? How it works? And why you should care… Click to read the first and the second part of the interview. There are very respectable country brand … Continue reading What can other countries learn from the top country brands? An interview with Jose Filipe Torres
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. Why do country-branding projects fail? I would say 90% of … Continue reading Does every country need a global brand? (continued)
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 … Continue reading What do countries really mean when they say “We need a brand”?
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? … Continue reading Symbolic Meaning of Numbers