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Place Branding - Branding Strategy Insider

This phenomenon has been labeled “place branding,” “geo-branding” and “destination marketing” among other labels. In some respects, branding places is no different than branding anything else. Finding the most powerful and unique image for the place (“unique value proposition” or “brand position”) is the most important activity.
Why Community Branding Efforts Fail

As I traveled the U.S. giving talks to economic development professionals on how their community brand could uniquely deliver the American Dream, I had the opportunity to listen to stories of many failed community branding efforts. I found the stories unfortunate because for the most part the failures were avoidable. The typical root cause of the failures tended to be one of three things.

Place Branding Guide

According the World Travel and Tourism Council, travel and tourism “In 2019, the Travel & Tourism sector contributed 10.4% to global Gross Domestic Product or GDP.” When one considers that businesses, residents and event and meeting planners also choose one place over another, it is no wonder that cities, regions and countries are branding themselves in earnest.

Place Branding Becomes A Mandate

In the face of increasingly intense competition, ambitious places are objectively evaluating their competitiveness and methods of optimizing their relevance and value to internal and external customers. Many of them are adopting the principles of branding to better manage their identities and how they present themselves in a global marketplace. 

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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