Free place branding expert advice is a precious thing. Ed Burghard (StrengtheningBrandAmerica) has put together a very insightful eBook offering precisely that – free advice from some of the leading and most experienced place branding consultants and professionals both in the US and internationally. Thanks, Ed for sharing this with The Place Brand Observer.
Place Branding: Need to Think Outside the Box
Among the many useful tips and bits of advice offered in the free eBook, the statements by Bill Baker (author of Destination Branding for Small Cities) and Robert Govers (GoodCountry) are particularly relevant and should serve as guidelines for any place branding initiative in 2015.
For example, Bill Baker points out that “way too many places start out with the idea of branding and mistakenly have a narrow view of what branding is and do not fully engage it as a powerful strategic guidance system. Many set out on their brand journey because they think its time or a new look or a snappy tagline or slogan. I think that an even more common pitfall is to consider it as a new campaign. Many states and nations are guilty of this.”
Reflecting on his consulting experience, Bill also notes that “we often find ourselves trying to realign a prospective clients objectives to more fully what branding can potentially deliver and impact. Many consider that branding is purely a function of marketing communications and they do not take into account the behavioral, organizational and community-wide implications that successful place branding can bring. In this regard we find ourselves speaking about change management and its role in the brand journey.”
Robert Govers adds that “identity, reality and policy (i.e. the supply perspective, as opposed to the demand perspective) are probably more important than what places advertise. In his view, “It’s about what communities do, not about what they say about themselves that matters.“
The expert advice shared in this free eBook curated by Ed Burghard will help marketing and branding professionals master the challenging task of keeping your place branding endeavours authentic to the particular place and people, and credible both in the eyes of target audiences and locals. Visit our place branding tutorial section for advice how this can be achieved.
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