Place branding is a generic term for all the elements of a nation or country brand, cities, states and regions and even destinations within those areas. In South East Asia alone there are more than 600,000 destinations competing for investment, talent and tourists. In an effort to match their destinations to stakeholder requirements for value, smart places are developing brands that investors, talent and tourists embrace.

Our company Fusionbrand is working on a brand for one state government in Malaysia and in the past have worked with other state governments, tourism boards, enterprise zones and the Malaysia Tourism Board. It’s always a privilege when we win a destination or place branding project because such projects have a major impact on society.

The Place Brand Observer heard about our work and got in touch with me in February and suggested an interview. The Place Brand Observer is a fantastic resource for anyone responsible for branding nations, cities, states and regions, public diplomacy and reputation management.

The site features insights into the industry, interviews with experts in destination branding from around the world as well as tutorials and case studies of successful branding of countries, regions, cities and destinations. It’s a meeting place for the brains and the brawn of the place branding industry. If you are involved in place branding or simply want to know more about the industry, I strongly recommend you sign up for their excellent news feeds.

You can read the full interview here . I thought it was a really good interview and we discussed data driven branding, country brands, Malaysia airlines and the link between the legacy carrier and the country. I hope you find the time to comment, good or bad!