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 …

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 data source, they have found that only 14% of place brands continue a year from launch. They estimate nearly $75 million has been …