Stakeholder alignment
What happens when everyone agrees on the facts and nobody agrees on the story. Aligning leadership teams, boards, subsidiaries and partners behind a single account of what a company is, including post-merger integration and the work of getting a group to speak with one voice.
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Why One Size Does Not Fit All in Place Branding?
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…
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Overcoming the Logo Tunnel Vision in Place Branding: Lessons from Failed Projects
This article critically examines the phenomenon of ‘Logo Tunnel Vision’, a tendency among decision-makers to focus heavily on logo design when attempting to rebrand a place, often neglecting other crucial aspects of…
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Profit is essential for your company’s existence, yet not the reason for it
While dismissing organizational purpose as wishy-washy new-age nonsense may be tempting, the truth is that purpose offers tangible benefits to companies willing to embrace it.
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The righter we do the wrong thing, the wronger we become.
When it comes to branding a place, relying solely on marketing tactics is like trying to build a house with just a hammer. Prioritizing the quality of life, creating a hospitable environment,…
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How to launch a brand identity
In today’s world, your brand’s greatest competitor is customer indifference. Our attention is a scarce resource, for which all marketers are fighting. That’s why launching a brand identity is an indispensable marketing…
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Interview with Günter Soydanbay on How to Succeed in City Branding, with Lessons from Turkey
Günter Soydanbay in this interview shares unique insights into the world of city branding by taking us on a journey to the cities of Gaziantep and Izmir in Turkey. He discusses the role…
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Why universities need brands?
4,627. Four thousand six hundred twenty-seven! That’s the number of degree-granting colleges and universities in the US. To get a better idea of the American higher-education market, you should also factor in…
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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…
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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…
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Keys to successful place branding – Part 1
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…