Strategy Toolbox

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

Strategy Toolbox

Using data to take your marketing and branding efforts to the next level

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.

label_outline Data Destination Marketing Investment Promotion
Strategy Toolbox

Why Country Brands need a more strategic structure

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.

label_outline Destination Marketing Economic Development Investment Promotion Place Branding Tourism
Strategy Toolbox

How the digital identity of nations and places reflects on place brands

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.

label_outline Destination Marketing Digital Reputation Economic Development Investment Promotion Place Branding Reputation Tourism
Strategy Toolbox

Seeking opportunity in crisis

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.''

Weiji sure does seem timely. Global turmoil inspires caution and deliberation, but also resolve and visionary action.

label_outline Destination Marketing Economic Development Investment Promotion Social Media Tourism
Strategy Toolbox

Embracing Sustainability? Everyone’s a winner!

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?

label_outline Citizen Engagement Reputation Sustainability
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 Citizen Engagement Destination Marketing Place Branding