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 supposed to represent them. Sadly, this has become a pandemic: According…

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…

A Short Essay on Destination Branding

Working with a destination is arguably the toughest brand assignment. Experts, such as Simon Anholt think that you cannot “brand” a place in the traditional sense of the word. As someone who got involved in a couple of place branding projects, I tend to agree. Here is why. Based on my personal experience, many branding projects…

Health for all. All for health.

(The below article was written for the city of Izmir to support its bid to host EXPO 2020. Although Izmir lost the bid to Dubai, it is my utmost hope that the ideas in this article will help Izmir in its noble pursuit of creating a healthier planet.) The World Health Organization defines the meaning…

3 Questions 3 Answers about Place Branding

I was interviewed by Samantha J. Manniex, a passionate blogger and a place branding practitioner from the UK. It was a fun and insightful conversation. I am posting three questions and answers about my methodology. If you want to read the full interview, please click here. When you work on a branding campaign, especially destination branding, what are…

How do you define success for a place-branding project?

Did you know that the success rate of a place-branding project is less than 15%? Turns out that most of the place-branding initiatives are prematurely ended within a year of introduction. You might think that such a high failure rate is outrageous. Unfortunately, as someone who has been involved in a couple of place branding projects, I…