Strategic Brand Consultancy
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 …
Continue reading "What went wrong with brand Guadalajara? Part 4/4"
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 …
Continue reading "What went wrong with brand Guadalajara? Part 1/4"
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”?"
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 …
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 …
Continue reading "3 Questions 3 Answers about Place Branding"