Top tips for successful city branding

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 brand strategy.

If you want to build a brand, you are not, unless you have extremely deep pockets and are very very lucky, going to do it with advertising alone. This is especially true in the destination branding sector. What is required is a comprehensive, integrated brand strategy that acts as the blueprint that drives multiple interanl and external initiatives, including the very important creative elements developed by advertising agencies and not the other way around.

Bill Baker, author of Destination Branding for Small Cities available here, has written a timely, concise and easy to read set of guidelines for any city or destination that is ready to develop a brand strategy.

The article is here dont_hire_painter-1

I strongly recommend any destination, and for that matter, any company read this article to understand what they need to do before wasting valuable resources on tactical initiatives that will only add to the noise.

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3 thoughts on “Top tips for successful city branding

  1. What is also important in city marketing is providing your website users with language options. If you want to be opened to different languages speaking tourists you MUST be “international user-friendly” enough. Adding language options on your website is one of the most important step on the way to international digital travel marketing success. Our team of international digital marketers researched 25 best Global Cities of the Future by fDi magazine to find out to what extent they localize and internationalize their official websites. Despite the fact that these websites are oriented for visitors from all over the world, they have huge gaps in international digital marketing optimization. For example, Dublin, New York, Bucharest, and Aberdeen websites don’t have any other language versions, except the main one in English. Check out our full research: https://www.designingit.com/blog/website-internationalization-localization-of-the-top-25-global-cities
    https://www.designingit.com/blog/city-online-marketing-a-review-of-the-top-25-global-city-websites
    We are looking forward to getting a feedback from you! If you have a desire to collaborate with us, we will respond with pleasure. At the moment we are working on a research of 300 cities in which we also analyze the city’s digital presence.

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