Strategy Toolbox

How-to articles and case studies sharing best-practice approaches to all elements of place branding and marketing.

Strategy Toolbox

How to implement a bottom-up approach to country branding

In 2011, Vibe Israel began the task of igniting new conversations that would challenge the international perception that Israel was little more than a site of conflict. Before the City Nation Place Global conference, the CEO of Vibe Israel, Joanna Landau, explained to us what they mean by "bottom-up country branding" and how they worked to implement such a monumental image change.

label_outline Place Branding Citizen Engagement Destination Marketing
Strategy Toolbox

Destination Data

The industry of travel and tourism thrives on information and data – it’s what ensures the right plane is filled with the right passengers eating the right meals going to the right destination with the right baggage ending up in the right hotel room. Today, there are over 1.4 billion tourists travelling worldwide to more destinations and places. With accessibility and proliferation comes greater demand - travellers want more than ever before; we want speed, authenticity, security – we want it all and, crucially, we want it now.

label_outline Tourism Destination Marketing Sustainability Data
Strategy Toolbox

What is the true mark of a strong country brand?

The FutureBrand Country Index measures the strength of perception of countries around the world in the same way we study consumer or corporate brands. Now in its second decade, the Index reorders the World Bank Top 75 countries by GDP according to strength of perception.

The Index examines what transforms a country from a spot on a map to a place our survey respondents ultimately want to invest in, live in, visit, and buy goods and services from. Countries have traditionally been measured and ranked by measures of might — GDP, population size, even a sovereign’s nuclear arsenal. However, in the current day when our world is defined by rapid change, do these measures continue to make sense in the ranking of nations?

label_outline Economic Development Reputation Digital Reputation
Strategy Toolbox

How research can provide a more nuanced understanding of place reputation

As bite-sized vacations and road-trips are rising, Nashville sits at the cross-roads of several massive highways and within reasonable driving distance from a good swath of the population. Finally, Nashville is growing its population and its business-appeal. More people living there and drawn there for business meetings leads to word-of-mouth and “come visit me” requests that help fuel influence-based travel. Oh, and Music City is also booming because of great marketing.

But what’s next?

label_outline Reputation Tourism