Rebranding is one of the most misused terms I have heard in my career. Agencies often use the term in their sales pitch to convince potential clients to hire them. The pitch promises a significant improvement in bottom line performance. But, more often than not, these exercises end up being little more than creating a new logo or a set of branding guidelines. They fall way short of the client’s expectation of revitalized business growth....
To avoid a major strategic blunder, brand owners need to ensure the investments their company makes are focused on better enabling their brand promise to be realized. One of the most effective strategy design and deployment tools I have used (and recommend) is the OGSM (Objectives, Goals, Strategies, Measures) Framework. It is the process we used at P&G to manage our global business. It is also used by countless other companies and facilitated by innumerable...
Just as businesses rely on their brand recognition and public perception to help improve commercial success, a country’s reputation and global image is a reflection of the strength of its “brand.”
In my current role, I am often asked why I believe place branding is a right strategy for accelerating the economic growth of a location.
