Strategic Brand Consultancy
The most challenging type of branding project is place branding. As such, I have written quite a bit about the unique challenges of that beast. Unfortunately, most of those projects are destined to fail. Months ago, the Czech Republic revealed its new promotional logo. So far, people are still in love with it. Let's try …
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 places. Today, we will conclude by discussing the role of leadership, consistency, and honesty. Let’s start with leadership. Needless to say, places need …
Continue reading "Why do place brands fail? The human-centered mistakes. Part 3"
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 …
Continue reading "Why do place brands fail? The mistakes of the places. Part 2"
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 data source, they have found that only 14% of place brands continue a year from launch, meaning the rate of place branding failures …
Continue reading "Place branding failures caused by consultants"
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 inward, seeking their true archetypes— their unique, universal narratives. Take Ottawa's attempt to reshape its 'boring city' stereotype through advertising. Instead of straining to change perceptions—an endeavor as fruitless as convincing a lifelong cat person to favor dogs—cities should excavate their archetypal stories, just as Washington DC, Minsk, and Izmir have done. Through their efforts, these cities have painted vibrant, authentic narratives that resonate deeply, turning their stereotype 'shadows' into archetypal 'light.' In this quest, remember: a city, like its people, is a tapestry of stories—your stereotype is merely a single thread, not the entire weave.
Below, is the comment I left on an article on Brand New. My thoughts on Canada's new campaign generated some interest, so I decided to share them with you. Enjoy it! "I like the simplicity of the design, as well as applications and the selection of images. As usual, BMD has done an excellent "design" …
As a citizen of a developing country, I am used to being treated as an afterthought by my municipality. Usually, everyday people like myself feel “blessed” when the governing bodies of our cities offer us a new service. At least, that is what they “think” we should feel. If the City decides to extend the …
Spoiler alert: Customer experience has become the bread and butter of branding. You can have a beautiful logo, a smart tagline, a wonderful package and a state-of-the-art product. Yet, if you fail to deliver a pleasant customer experience, your brand cannot go too far. This applies to all brands, whether they are B2B, B2C, product …
Continue reading "The role of customer experience in branding"
Branding a place or a large organization is a tough task. It is difficult mainly because you are dealing with many stakeholders, each having their agendas. When I face such a situation, I always say: “In branding 1+1=11.” Particularly, for organizations with multiple stakeholders, my primary job is to have their agreement on a shared …
The World Cup South Africa is not the only world tournament taking place this year. In August, Turkey will host the 2010 FIBA World Championship. Best basketball teams in the world will fight to claim the top spot. Considering the huge popularity of basketball in the States, in China and some parts of the Europe …
Continue reading "The visual identity of the 2010 FIBA World Championship"