Embed Size (px)
DESCRIPTION
My presentation material when I spoke at a Regional Economic Development Forum, endorsed by UNDP (United Nations Development Program), Vienna, Austria. February 2011. My topic "Regional Branding" was meant to provide a introduction with background theories on brand-building, and how countries (and their stakeholders) need to think of themselves as a Brand. Where the goal for every country is ideally three-fold: Position itself as a Unique Destination, as a Nation Brand that can attract; 1. Tourism, 2. Trade, and 3. Investment.
Citation preview
REGIONAL BRANDING
By: Dian Hasan, MindcodeSan Diego, CA, USA Jakarta, Indonesia
(Translation: How on earth do I attract TTI and more to my region)?
Fact: Worldwide, over 200 national economies are competing in the destination market.
2006: global government and capital expenditure exceeded US$1,480 billion making destination branding an important concept that still remains fragmented and unplanned.“
Journal of Place Management and Development
Aah.. the beauty of nature!
Let’s just bottle it and sell it!
And the excitements of urban energy!
Destination branding differs in challenges vis-à-vis product and service branding.
… a strong fit with the model suggesting that destinations can use this as a basis for continuity in strategy even as governments change.
Journal of Place Management and Development
“Brand-
building TAKES
YEARS of effort and
investment!
Rome was not built in a
DAY!
Neither was its IMAGE
It all occurs in the mind! Not yours!
But your customers‘
It involves your
customers’ feelings/emotions. Not
yours!
Again: It all occurs in
the mind!
It’s the strategy and tools you use to ensure this image “sticks” in your consumers mind. An image that is positive, most of the time.
Thahir Square
Protests, Cairo. Feb
2011
It’s a country’s overall image and reputation, built over time.
Destination branding is about having a clear SENSE OF PLACE and STORYTELLING.
~ Tom Buncle, Int’l Destination Branding Expert“
It’s a difficult position, being a Westerner, evaluating such culturally sensitive work. Obviously much thought and care has been invested into ensuring the brand is respectful of the traditions and culture of Abu Dhabi, whilst also being enticing and relevant for an international audience…
Re Brand Consulting (Satchi subsidiary), Sydney, Australia. While working on the
Abu Dhabi Destination Branding Campaign
“Under-
standing culture in
any brand-building is CRUCIAL!
END GOAL:WE ALL
WANT YOU IN THIS
PICTURE!
Strong Nation Brand
Work
Live
Visit
Do business
Invest
Buy from (Trade)
The importance of a strong
Nation Brand
Not only for
Tourism!
T.T.I. (Tourism, Trade &
Invest-ment!)
T.T.I. (Tourism, Trade &
Invest-ment!)
A lot is riding on a strong/compelling Nation Brand
A place is so much more. So many unique ingredients make a place.
And the greatest differentiator: PEOPLE and their CULTURE.
1. How ___ do
you look?
2. How ___ do
you taste?
4. How ___ do
you sound?
3. How ___ do
you smell?
5. How ___ do
you feel?
A Nation Brand includes this…
And this…
This…
And even this…
Q: What’s wrong
with this picture?
A: NOTHING! Coz
it’s true!
“Just
follow NIKE:
In fact, if desination marketers only remember ONE PIECE OF ADVICE, it had better be this: Do not think about what to say next; THINK ABOUT WHAT TO DO
~ Simon Anholt, Int’l Nation Branding Expert
I dislike the term Nation Branding, but I may have accidentally talked about Nation Brands. These two are very different.
BRANDLogo
Beha-vior
Imagery
Social Media Digital Engagement
Marketing Campaign
Broc-hure, Print, etc.
Website
5-Sense Brand Touch-points
Everything should start and end with a Brand
Crucially Impor-tant!
smell taste
sound
sight
touch
Sensorial Branding: the most powerful brandsThe most
successful BRANDS are those that
deliver a memorable multi-
sensory experience.
Because it’s not as simple as bottling all the wonderful contents into a bottle of shampoo...
…and promote it as the most amazing product…
…that competes for shelf space…
…in a crowded supermarket.
…in a world of saturated media…
…screaming to be heard in a sea of clamor…
Because everyone wants a piece of that action…
Yes, everyone…
And experiencing her breathtaking landscapes?
And tasting her unforgettable cuisine?
And touched by her rich historical past?
All this is Nation/Destination Branding
But it’s really not that simple
THANK YOU!
Dian HasanBrand Storyteller & Asia PartnerSan Diego, California. Jakarta, Indonesiawww.mindcode.com
Mobile: +1 619 246 2311 (USA)Mobile: +62 811 773 893 (Indonesia)
Email: [email protected], [email protected]
Blogs: Ideas Inspiring Innovation www.dianhasan.wordpress.com, www.enchantingeden.wordpress.com, www.endangerededen.wordpress.com
USA Mexico Colombia Bolivia Peru Argentina Indonesia
USA Mexico Colombia Argentina Indonesia
