Italy is the fifth most visited country in the world and gets over 44 million tourists a year. Tourism is estimated to generate revenue of £120 billion (RM600 billion) per year. It’s a lucrative industry and one that needs protecting. So the last thing they need is a negative story that could drive visitors away. … Continue reading »
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Building a country brand requires more than just a well executed advertising campaign
If you are responsible for a country or destination brand, read on. As cheap air travel and the package tour (as well as the devaluation of the Spanish Peseta and the abolition of currency controls in the UK) helped jump start international travel in the 1960s, 1970s and 1980s, the world was still a fairly … Continue reading »
5 facts about developing a brand strategy in the social economy
1) Research is more important than ever. Research has always been important but it was cumbersome and time consuming. Not any more. Today, the right research can be developed and implemented and results analysed quickly and efficiently. It’s easy to find those people who are likely to like your product. It’s even easier to talk … Continue reading »
What is the difference between an advertising agency and a brand consultancy?
As the consumer landscape changes and consumer habits and the purchase decision making process evolves, it is imperative that brand owners understand where, when and how to spend their valuable and increasingly limited resources. Historically advertising agencies defined and controlled a brand’s message and through which channels it was broadcast. They would then blitz consumers … Continue reading »
AirAsia brand hits turbulence
A week ago, AirAsia X CEO Azran Osman-Rani announced to much fanfare, a new service between Sydney and Kuala Lumpur. Soon after, the Australian Competition and Consumer Commission, (ACCC) an Australian consumer watchdog announced that it has launched a court action against AirAsia, alleging the company is misleading consumers in its advertisements for flights out … Continue reading »
What Malaysia must do to build a Nation Brand
Traditionally, Tourism Malaysia has had the responsibility of raising the awareness and promotion of Malaysia. And Tourism Malaysia has worked hard to build awareness of the country as a tourist destination and on the whole, it has been reasonably successful. But in an increasingly competitive world, Malaysia is not just in a global competition to … Continue reading »
Do I need a Social Media element to my brand strategy?
Anyone who has studied marketing or business or has only read one article on marketing, will know that word of mouth is a powerful form of marketing. When I first started out, trainers would explain that a consumer would communicate a good experience with a brand with 5 or 6 people in their physical community … Continue reading »
How to sustain a family retail brand
The picture below was taken in 1912 in Oxford, UK a city about 60 miles to the North West of London. It features Gill & Co, an ironmongers and a branch of J. Sainsbury, a food store. Gill & Co was established in 1530 during Henry VIII’s reign. At the time it was the first … Continue reading »
Arizona brand strategy
This question was asked recently “Does Arizona need Rebranding or Public Relations Crisis Management?” You can see the full article, context and responses here “Does Arizona need Rebranding or Public Relations Crisis Management?” is the wrong question to ask because they are confusing the issue by asking a question that doesn’t make sense. PR at … Continue reading »
How to brand a city like Ipoh
Senior Executive Councillor Datuk Hamidah Osman of The Perak state government in Malaysia announced on a trade and investment mission to China recently that the state government, in an effort to boost its tourism industry, intends to brand Ipoh, the capital of Perak as the “City of White Coffee”. Datuk Hamidah was quoted by Bernama … Continue reading »
