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- 1. “ Doing” place branding right: axioms | questions | techniques 08/12/2010 Copyright 2010 Jeremy Hildreth Jeremy Hildreth Creative director, WhereBrands (UK) Kyiv, Ukraine, 8 December 2010
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- 17. 08/12/2010 Copyright 2010 Jeremy Hildreth “ When it comes to images, most countries aren ’ t France. Most countries are Paraguay. ” Wally Olins
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- 30. 08/12/2010 Copyright 2010 Jeremy Hildreth “ I leave out the bits that people tend to skip. ” Elmore Leonard, novelist
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Editor's Notes
- This is deceptively simple. But this is it. If any element of a place’s branding strategy, tactics or execution doesn’t fall under one or more of these categories, stop doing it.
- Big cities like
- Countries like
- And smaller places, troubled places even, ranging from E Timor to N Ireland. I have been very, very privileged to learn also from many masters of marketing and branding. I really have stood on the shoulders of giants, and I ’m grateful to be standing here today able to teach you this stuff with a fair degree of confidence.
- All places are in different situations image-wise. They have different strengths and weaknesses, assets and liabilities, histories and potentials. And most of all they have different starting points. As my former colleague Wally Olins has famously and amusingly put it: [click]
- Ukraine is neither.
- You must arrive at a creative and strategic plan that ’s right for you and you alone.
- The product you ’re selling must be worthy of the image you desire.
- What are they talking about? And who would ever believe this? Well, when developing this talk, I got curious, and I researched it. [click]
- It seems that a Swedish logistics consulting firm did a calculations in 2007 and determined that Santa should live in Kyrgyzstan if he wants optimal access to the chimneys of the world ’s population centres on Xmas. But the ad doesn’t explain all that, and even if it did, I can assure you this will not fly, even with reindeer.
- Don ’t be boring, don’t claim things that are too dull to be worth claiming (like ‘the purest snow in Europe’ or something), and don’t claim things that are patently untrue.
- Let me ask you: Q: What factor has the biggest affect on future perceptions of a place? Any ideas? [Get three answers before giving my answer] A: Current perceptions! Makes sense, really. [click]
- Metaphorically, you ’ve gotta go with the grain. Proper place marketing absolutely requires you to take stock of current perceptions, and actually may be more about taking account of perceptions than it is about trying to change them. (And you can ’t really change perceptions, you can only create new ones in order to help old ones go away or become, at any rate, less prominent. Take the case of Israel. Israel wants tourists. Israel does as well as it can here. Show ad for Israel. Changes the subject in a way that doesn’t seem like a dodge. There if I feel like it launch into asides about how perceptions from different spheres are jumbled. How simon’s data show Israel isn’t regarded has having much in the way of cultural heritage – are you kidding me? Jerusalem! And how the US is back on top but for awhile people were saying the landscape of the US was less beautiful. Political opinions were colouring how people imagined the physical beauty of the country.]
- Not just the content, but the style.
- What you want your marketing to be above all is interesting, and interesting can be achieved different ways.
- Right. There are roughly 5 big issues in place branding which we really must understand, and have a rough idea how to contend with, before we set out on the path.
- A great example of this is when Ireland some time ago made writers, musicians, painters and other artists tax exempt. Sends a real message, doesn ’t it?, about the kind of place Ireland is.
- that really adds personality or a human element – something truthful and relevant and human