Why do place brands fail? The human-centered mistakes. Part 3

This is the last installment of our three-article series: "Why 86% of place brands fail?" First, we talked about the mistakes consultants make. Then, we addressed some of the common misperceptions of places. Today, we will conclude by discussing the role of leadership, consistency, and honesty. Let’s start with leadership. Needless to say, places need … Continue reading Why do place brands fail? The human-centered mistakes. Part 3

Why do place brands fail? The mistakes of the places. Part 2

Previously, we mentioned that 86% of place brands fail. Then, we first examined the mistakes that brand consultants commit. Today, we will talk about the other half of the equation: The errors that places make. This essay is the second installment of our three-article series.   As always, let's start by stating the obvious: a … Continue reading Why do place brands fail? The mistakes of the places. Part 2

Woman Sitting Beside Ice Cream

Place branding failures caused by consultants

NEWS FLASH: Around the world, the place branding failure rate is 86%! Over the past ten years, k629, a place-branding consultancy, has developed a database of more than 5,000 place brands. From that data source, they have found that only 14% of place brands continue a year from launch, meaning the rate of place branding failures … Continue reading Place branding failures caused by consultants

Ottawa ad campaign

Archetypes or stereotypes?

Recently, I have learned that 86% of place branding projects fail. While the research does not explain why, I am willing to bet that one of the principal causes of failure is “thinking stereotypically instead of archetypically,” and go even farther to suggest the only way to successfully brand a destination. Case in point: Ottawa. The picture on the left was taken … Continue reading Archetypes or stereotypes?

Know Canada?

Below, is the comment I left on an article on Brand New. My thoughts on Canada's new campaign generated some interest, so I decided to share them with you. Enjoy it! "I like the simplicity of the design, as well as applications and the selection of images. As usual, BMD has done an excellent "design" … Continue reading Know Canada?

The role of respect in brand building

As a citizen of a developing country, I am used to being treated as an afterthought by my municipality. Usually, everyday people like myself feel “blessed” when the governing bodies of our cities offer us a new service. At least, that is what they “think” we should feel. If the City decides to extend the … Continue reading The role of respect in brand building

The role of customer experience in branding

Spoiler alert: Customer experience has become the bread and butter of branding. You can have a beautiful logo, a smart tagline, a wonderful package and a state-of-the-art product. Yet, if you fail to deliver a pleasant customer experience, your brand cannot go too far. This applies to all brands, whether they are B2B, B2C, product … Continue reading The role of customer experience in branding

1+1=11: Creating critical mass

Branding a place or a large organization is a tough task. It is difficult mainly because you are dealing with many stakeholders, each having their agendas. When I face such a situation, I always say: “In branding 1+1=11.” Particularly, for organizations with multiple stakeholders, my primary job is to have their agreement on a shared … Continue reading 1+1=11: Creating critical mass