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 think that such a high failure rate is outrageous. Unfortunately, as someone who has been involved in a couple of place branding projects, I … Continue reading How do you define success for a place-branding project?
Previously, we analyzed the Czech Republic's new promotional logo, which did not receive a warm welcome. Unfortunately, the campaign failed to convey unique and compelling messages to the three major audiences of any place branding campaigns: Visitors, potential investors, and the locals. We think this campaign did the expected: Promoted "the stereotypical Czech Republic." However, successful branding requires us … Continue reading Branding Czech Republic Part 2
I have always thought that the most difficult branding projects are the place branding ones. As such, I have written quite a bit about the unique challenges of these beasts. The reality is, unfortunately, most of them are destined to fail and this is proven by hard data. Months ago, Czech Republic revealed its new … Continue reading Branding Czech Republic Part 1