Last week, two hundred place branding practitioners gathered in London for the fifth annual City Nation Place Global conference. It has been fascinating to see the conversations at City Nation Place evolve over the last five years, but these were the five ideas that really got us thinking.
More and more, people's perceptions are formed online. But how does this impact place brand strategies? Jose Torres, CEO at Bloom Consulting shared his insights with us on how nation brands are evolving to meet challenges of the 21st century.
Most Destination Marketing Organizations (DMOs) today rely to some degree – if not a great extent – on traditional survey research. Surveys enable DMOs to ask tailored questions to a targeted demographic, resulting in meaningful insights. Surveys are, and will continue to be, an important component of marketing and branding strategies.
Meanwhile, in today’s world, we find ourselves awash in data beyond just survey research. From a DMO’s perspective, it can feel overwhelming to make sense of what data to use, how to analyse it, and how to take action on it. But it is actually quite feasible for DMOs to leverage data in powerful ways by putting it alongside existing traditional survey research to gain deeper insights, helping their destination become more competitive.
The impact of overtourism is gaining media coverage. Along with reducing plastic wastage, creating a place brand strategy that balances the needs of tourists, citizens and businesses is increasingly crucial. Inga Hlin Palsdottir, Director of Visit Iceland at Promote Iceland outlined how your place brand can address this holy trinity and ensure your strategy is sustainable.
When countries are trying to create a Country Brand strategy, they frequently do it without a strategic approach in mind and often lack a proven methodology or model for doing so. In practice, these countries learn the process as they progress and consequentially make unforeseen mistakes. As they lack comprehension of this task’s complex nature, they don't manage the process effectively.
Thus, using a tried and tested methodology or model for managing a Country Brand’s development, planning and implementation is one of the most important parts of any Country Brand development project.
A central facet of our ongoing age of uncertainty is the increasing overlap of political and commercial behaviours. Identities and spaces that were a generation ago seen as separate have increasingly overlapped, leading to new challenges in shepherding organizational reputations. Nowhere is this trend more apparent than when chaotic political environments impact how people view the health of nations. The United Kingdom's ongoing struggle with the implications of Brexit and the responses from the rest of the world provide a fascinating case study.
With just two weeks to go until City Nation Place Global 2019 kicks off in London, we gathered some of the best quotes from our speakers to give you a little preview of the wonderful work that destinations around the world have been undertaking...
From a new brand, to an innovative and sustainable funding model, Travel Manitoba has undergone massive change. Colin Ferguson, CEO at Travel Manitoba, outlined how they put Manitoba on the map and the thought processes behind some of their decisions.
Digital presence, search results and online reputation. In today’s fast-paced world there’s no way around the growing importance of this correlated pyramid. Countries, regions and cities already know that their Place Brand needs to be strategically managed in terms of having a strong digital presence to achieve great search results, based on a positive online reputation.
Eindhoven have taken the world stage by storm, winning the 2018 City Nation Place Award for Place Brand of the Year. Peter Kentie, Managing Director at Eindhoven 365, took the time to share the thinking behind their repositioning, and to explore their innovative approaches to funding and stakeholder engagement.
Among the many tantalizing tropes trotted out by diplomats and China watchers is one popularized in the late fifties by John F. Kennedy: that the Chinese word for “crisis” 危机weiji is a combination of two characters for “danger” and “opportunity.''
While this interpretation is mildly controversial, it still pops up in mischievous comments by Al Gore and Susan Rice, among others.
With new challenges around funding and data, place brands are having to become more innovative in their approaches. Malcolm Allan, President at Bloom Consulting, shares some of his thoughts on the opportunities arising for place brands.
Doing good by the world whilst simultaneously improving brand image is a win-win for everyone involved. A sustainability agenda is no longer an optional extra for companies that want to maintain or improve the support they receive from customers, employees, investors and beyond; it is an essential part of doing good business in an open and transparent manner.
So what can cities, regions and nations do to improve their approach to sustainability and encourage more efficient output from the companies that reside there?
Following the terrorist attacks of 2015, the Paris Convention & Visitors Bureau had to add to its usual B2B marketing focus with communications to reassure the consumer audience. Alice Rampelberg, Marketing B2C and E-Commerce Director at the Paris Convention & Visitors Bureau, explained how Paris have reinforced their global tourism brand as well as how collaboration with London is opening the door to more American tourists.