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 »
It’s well documented how numerous companies waste huge amounts of money on ineffective advertising. Generally the advertising is ineffective because it is poorly written, isn’t tested or has been developed to appeal to as many vastly different segments as possible. This is especially true of country brands. If I had £1 for every ‘me too’ … Continue reading »
Back in 2007, Destination Branding consultant Bill Baker released one of the best ‘how to’ books for city branding practitioners, mayors, planners, governors and anyone else tasked with or interested in the branding of cities. ‘Destination Branding for Small Cities: The Essentials for Successful Place Branding’ was so successful that he has updated it and … Continue reading »
Findings from a number of empirical studies carried out at various times over the past twenty or so years would suggest that a destination logo is an important element of the destination identity and should match the destinations they represent. Other research would suggest the design of a logo is critical to the success of … Continue reading »
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 »
I know I’ve said this before and I am probably beginning to sound like a broken record but advertising agencies do advertising. And advertising is a tactical initiative driven, on the whole by creativity. Using advertising across one or more channels is a series of tactical initiatives known as a campaign. It is not a … Continue reading »
