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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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…
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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…
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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…
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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…
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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…
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How to brand a destination?
Is place branding a money trap invented by evil advertising agencies? Is it a fool’s gold for destinations? Has any place ever benefited from so-called place branding? How about this scary stat?:…
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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…
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Why do place brands fail? The mistakes of the consultant. Part 1
NEWS FLASH: 86% of place brands fail within a year of introduction! Over the past ten years, k629, a place-branding consultancy, has developed a database of more than 5,000 place brands. From that…
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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…
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Archetypes or stereotypes?
In the intricate dance of place branding, merely twirling to the tune of stereotypes often leaves cities spinning in circles. With 86% of place branding projects failing, it’s high time cities looked…