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Suedtirole case

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Suedtirole case

  1. 1. Building strong regional brands: South Tyrol Lofoten, June 1st 2010 presented by Angela Knewitz, Brand Innovation Director MetaDesign Visible Strategies© MetaDesign 2010 page 1
  2. 2. About place branding Opportunities and challenges© MetaDesign 2010 page 2
  3. 3. Introduction to place branding Place branding has been around since ages, in order to provide …© MetaDesign 2010 page 3
  4. 4. Introduction to place branding Identification© MetaDesign 2010 page 4
  5. 5. Introduction to place branding Differentiation© MetaDesign 2010 page 5
  6. 6. Introduction to place branding Orientation© MetaDesign 2010 page 6
  7. 7. Tourism Since the beginning of the 20th century, regions are heavily competing for visitors.© MetaDesign 2010 page 7
  8. 8. Tourism And they still do.© MetaDesign 2010 page 8
  9. 9. Global markets Regional specialties are popular. With strong branding they can prevail in the face of tough competition from huge multinationals and their mass-produced industrial goods.© MetaDesign 2010 page 9
  10. 10. Political involvement Politics play a key role in terms of structures, opportunities and risks. Different people and organizations are responsible for tourism, foreign investment and export marketing.© MetaDesign 2010 page 10
  11. 11. Mind the cliché The image of a country is often a caricature of reality – the diversity is missing! Consider brand drivers that are significantly more complex than those for companies.© MetaDesign 2010 page 11
  12. 12. Your stakeholders Internal communication is mission critical due to the emotional impact and need for support!© MetaDesign 2010 page 12
  13. 13. The future is here! In many regions, the young generation has lost the connection and sees no future if they stay. They move abroad to study and might not come back afterwards.© MetaDesign 2010 page 13
  14. 14. Competition More and more countries and regions are competing intensely for tourists, investors and buyers of their products.© MetaDesign 2010 page 14
  15. 15. Tourism Products (export) Landscape, climate, places of interest, Typical products and companies from infrastructure etc. the region etc. People Government/politics Character/values, Political system, laws (e.g. taxation), famous personalities etc. government approach etc. Region Culture Regional factors Cultural heritage, present-day offerings Infrastructure as seen by companies and (film, music, art and literature) residents Complexity Innumerous factors influence the strategy and the success of a place branding project.© MetaDesign 2010 page 15
  16. 16. A trip to South Tyrol About creating a sucessful umbrella brand© MetaDesign 2010 page 16
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  31. 31. Initial situation South Tyrol anticipated growing competition and price pressure – despite an unemployment rate of 3% and continious GDP growth – because its structures were geared to quality and not to bulk production.© MetaDesign 2010 page 31
  32. 32. Initial situation Numerous brands were vying for attention ...© MetaDesign 2010 page 32
  33. 33. Initial situation ... without unique positioning ... EmotionalTraditional Modern Rational© MetaDesign 2010 page 33
  34. 34. Initial situation ... and no unified message.© MetaDesign 2010 page 34
  35. 35. ObjectivesDevelop an umbrella brand to …• Establish a common, powerful visual presence• Pool energies, exploit synergy potential and facilitate transfer of a common image• Meet varying requirements and EU regulations© MetaDesign 2010 page 35
  36. 36. Branding South Tyrol Brand Strategy© MetaDesign 2010 page 36
  37. 37. The vision and its aspects Nature is an asset – Dolomites, valleys, lakes and 300 days of sunshine a year.© MetaDesign 2010 page 37
  38. 38. The vision and its aspects Exploit contrasts – German/Italian, tradition/modernity, etc.© MetaDesign 2010 page 38
  39. 39. The vision and its aspects Taking root and taking wing – opening up to the world while preserving identity© MetaDesign 2010 page 39
  40. 40. friendly edgy and warm-hearted Distinguishing core values rich in contrast rich in tradition credible Core values unhurried/enjoying life natural self-confident dumplings & spaghetti valuable reliable Basic values vigorous stable authentic© MetaDesign 2010 page 40
  41. 41. The positioning statement South Tyrol is a symbiosis of the Alpine and the Mediterranean, of spontaneity and reliability, and of nature and civilization.© MetaDesign 2010 page 41
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  43. 43. Branding South Tyrol Brand Design© MetaDesign 2010 page 43
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  45. 45. Panoramic view of the Dolomites Accentuating prominent points Colored band South Tyrol panorama© MetaDesign 2010 page 45
  46. 46. Corporate typeface: Südtirol© MetaDesign 2010 page 46
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  50. 50. Branding South Tyrol Brand Implementation© MetaDesign 2010 page 50
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  67. 67. Branding South Tyrol Structure and process© MetaDesign 2010 page 67
  68. 68. The working group Politics Tourism Products Government South Tyrol Chamber of South Tyrol Apple Consortium Sennereiverband South Tyrol Marketing Tade and (VOG und VI.P) South Tyrol South Tyrol Wine Association (SMG) Commerce Speck Dr. Ulrich Stofner Dr. Christoph Engl Dr. Paul Dr. Gerhard Dr. Franz J. Alfons Hainz Luis Frötscher Zandanel Dichgans Mitterutzner Dr. Hansi Felder Dr. Stephan Dr. Annemarie Gander Josef Wielander Kaser Dr. Jörg C. Rainer Dr. Monika Mayr© MetaDesign 2010 page 68
  69. 69. Milestones in brand development 4th Quarter, 2003 1st Quarter, 2004 2nd Quarter, 2004 3rd Quarter, 2004 4th Quarter, 2004 2005 Sept Oct Nov Dec Jan Feb Mar April May June July Aug Sept Oct Nov Dec Jan Kick-Off Workshops Brand identity, -architecture and positioning 13. November 2004 Entscheidung Marken-Strategie Moodboard/Logo development 30. Januar 2004 1. Logo-Präsentation Development of two design directions 5. März 2004 Entscheidung Logo-/Design-Ansatz Development Basic Design elements April/Mai Sektoren-Präsentationen und Markentag auf Schloss Tirol Finalisation Basic Design Elements, Development of Quality Seal 22. Juli Präsentation Landeshauptmann Government approval, Pilot applications 30. November Pressekonferenz Portal/Introductory campaign Launch© MetaDesign 2010 page 69
  70. 70. Milestones in brand implementation 2004 01 Quartal, 2005 02 Quartal, 2005 03 Quartal, 2005 04 Quartal, 2005 01 Quartal, 2006 Dez Jan Feb März April Mai Juni Juli Aug Sept Okt Nov Dez Jan Feb März April Continuous Consulting of the council and brand management in strategic and design aspects 21.-30. Januar 2005 erster Messeauftritt der Dachmarke auf der Grünen Woche in Berlin 15. März 2005 Journalistenbesuch zur ITB April 2005 Vinschger Bahn im Look&Feel der Dachmarke 3.-4. Mai 1. Grafiker Workshop in Bozen Milk industry: Strategy and Branding September 1. Anzeige mit Qualitätszeichen (Milch) i.d. Lebensmittelzeitung Milch-Workshop Fair stand: Concept, Design, Tendering Messestand-Workshop Oktober Finale Entscheidung für das Standkonzept und Start der Ausschreibung Integration of quality seal on packaging (bread, apple juice, Grappa, honey) November EU-Genehmigung des Qualitätszeichens South Tyrol apple g.g.A.Brand: Brand Strategy and Design 2.-4. Februar 2006 Apfel-Workshop Präsentation Südtirol Apfel g.g.A. auf der Fruit Logistica in Berlin© MetaDesign 2010 page 70
  71. 71. What have we achieved?• In tourism approx. 80% of companies and nearly all regions have implemented the new brand• 100% of qualified companies use the new seal of approval for agricultural products• Today more than 2,500 companies communicate the new brand• In addition, more than one billion products with the South Tyrol label are exported each year – as trade ambassadors for South Tyrol© MetaDesign 2010 page 71
  72. 72. Branding South Tyrol Lessons learned – success factors in place branding© MetaDesign 2010 page 72
  73. 73. A hand is stronger than five fingers 01 • Regional branding projects can achieve their greatest potential when they are approached holistically • Government, businesses and society as a whole need to join forces and create synergies • Piecemeal solutions are not beneficial to brand strategy© MetaDesign 2010 page 73
  74. 74. The courage to focus 02 • • In developing strategy, do not aim for the lowest common denominator Focused interaction of design and communication is what gives a brand a clear, unmistakable profile • The number and diversity of stakeholders and products make this a great challenge© MetaDesign 2010 page 74
  75. 75. The power of visual communication 03 • • Design is particularly important in regional branding projects Visual communication is what turns the common strategy into an experience for the senses, creating a marker that allows the many stakeholders to appear as one • An attractive look reaches people’s hearts – in the market and in the region© MetaDesign 2010 page 75
  76. 76. Unity in diversity 04 • • Existing brand owners are often worried that they will lose their own identities But that is not the goal: everyone can and should continue to tell their own story – in the context of the big story • The target is two-way image transfer, because the whole is more than the sum of its parts© MetaDesign 2010 page 76
  77. 77. Don’t push – pull 05 • • Branding is not a democratic process This is a tremendous challenge for regions, as there is no central authority to take decisions – in contrast to companies • It is therefore important to inspire this decentralized group of stakeholders for the common idea© MetaDesign 2010 page 77
  78. 78. Five first steps to brand a country or region1. Establish a working group with opinion leaders from politics, business, culture and media.2. Identify the image the brand has among relevant stakeholders at home and abroad.3. Develop a clear and simple brand idea or story, one that everyone understands and acknowledges.4. Translate this idea into a strong, appealing and flexible design. And note: a brand is more than a logo!5. Make sure that the brand is not only implemented, but embraced and loved.© MetaDesign 2010 page 78
  79. 79. Thank you Looking forward to seeing you in Berlin© MetaDesign 2010 page 79

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