BRANDING WORKSHOPS
Brand Trends - City, State & Country Branding
By Chuck Pettis
Summaries of brand trends as reported by
leading publications covering the branding field.
leading publications covering the branding field.
About BrandSolutions Blogs
Every month I read many newspapers and magazines, focusing on those publications reporting trends in Branding. My goal is to identify branding trends in America through a study and analysis of the reporting of the best publications I have found that cover branding news. I also input my personal commentary and branding observations.
The publications I read and recommend are: AdWeek Magazine - http://www.adweek.com/aw/index.jsp
Advertising Age Magazine - http://www.adage.com
American Demographics - http://www.demographics.com
BrandWeek Magazine - http://www.brandweek.com/brandweek/index.jsp
Business Week - http://www.businessweek.com
Newsweek Magazine - http://www.msnbc.msn.com/id/3032542/site/newsweek
The New York Times - http://www.nytimes.com
The Seattle Times - http://seattletimes.nwsource.com/html/home/index.html
The Wall Street Journal - http://online.wsj.com/public/us
I hope you'll enjoy reading about city, state and country branding. I certainly enjoyed putting this "blog" together for you.
Every month I read many newspapers and magazines, focusing on those publications reporting trends in Branding. My goal is to identify branding trends in America through a study and analysis of the reporting of the best publications I have found that cover branding news. I also input my personal commentary and branding observations.
The publications I read and recommend are:
I hope you'll enjoy reading about city, state and country branding. I certainly enjoyed putting this "blog" together for you.
City, State, and Country Branding - December, 2002 to March, 2005
A quick note regarding the format of this blog. Read the following sections and commentaries as stand-alone stories.some are short, some are longer. At some point in the future, I may integrate all the stories into a "best practices" paper.
Many thanks to the editors, writers, researchers, and reporters that wrote all of the great stories and articles below.
I welcome your own comments, insights and wisdom. Email me at cpettis@brand.com
- Chuck Pettis
Many thanks to the editors, writers, researchers, and reporters that wrote all of the great stories and articles below.
I welcome your own comments, insights and wisdom. Email me at cpettis@brand.com
- Chuck Pettis
Country Branding
Damn Americans
BRANDWEEK Magazine, May 17, 2004
BRANDWEEK Magazine, May 17, 2004
America is the most branded country in the world. America's logo, the flag, is not only in every government building, but used in company names, and worn as clothing. Sadly, the American brand is fast losing "brand equity."
A poll by NOPWorld found that the only attributes that scored more highly by foreigners in 2004 than in 1999 were "arrogance" and "elitism." "Wealth" and "power" were the top two values associated with America. Because trust in American brands is declining, many companies now use local branding strategies that position their brands as domestic products.
A poll by the Business for Diplomatic Action found that foreigners think Americans: don't listen; are arrogant; are ignorant of other cultures; don't pay attention; don't read; and are loud.
A poll by NOPWorld found that the only attributes that scored more highly by foreigners in 2004 than in 1999 were "arrogance" and "elitism." "Wealth" and "power" were the top two values associated with America. Because trust in American brands is declining, many companies now use local branding strategies that position their brands as domestic products.
A poll by the Business for Diplomatic Action found that foreigners think Americans: don't listen; are arrogant; are ignorant of other cultures; don't pay attention; don't read; and are loud.
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Related Web sites:
http://www.economist.com/people/PrinterFriendly.cfm?Story_ID=2459475
Bush-Appointed Panel Finds U.S. Image Abroad Is in Peril
The New York Times, October 1, 2003
The New York Times, October 1, 2003
A report entitled "Changing Minds, Winning Peace," says that the U.S.'s image has plummeted among Muslims and Arabs abroad and there is widespread hostility toward Americans. The report recommends and outlines a number of strategic recommendations.
Now, The Loser: Brand USA
BRANDWEEK Magazine, October 20, 2003
BRANDWEEK Magazine, October 20, 2003
This article makes the case that "slo-mo flapping flags and Spielbergian copy" don't make serious U.S. public policy problems go away. Rather they are seen as "sheer propaganda."
No Brand USA Expected From New Diplomacy Chief
AdWeek Magazine, October 20, 2003
AdWeek Magazine, October 20, 2003
A series of U.S. diplomacy chiefs (Under Secretary for Public Diplomacy and Public Affairs) have come and gone. It appears that this position is not a very personally rewarding job. New York advertising executive Charlotte Beers was replaced by Margaret Tutwiler in October, 2003 who then left in April, 2004. Ms. Tutwiler was finally replaced in March 2005 by Karen Hughes who has been "President Bush's closest confidante and communications guru since his days as Texas governor."
A New Poland, No Joke
The New York Times, December 1, 2002
The New York Times, December 1, 2002
When Poles think of Poland, they think of positive traits like brave and romantic, but they also say they are argumentative and love blood, martyrdom and alcohol. Foreigners conjure up images of Poles as unsmiling, car-stealing, anti-Semitic, sad people. When foreigners think of Poland, they are afraid.
Hence the idea came forth for a rebranding of Poland. After all, Spain was successful rebranding itself using a sun symbol designed by Joan Miro and a set of strategic initiatives. So, a kite symbol was developed to "rebrand Poland" that evoked associations of youth, hope, and freedom.
Unfortunately, a look at the Polish National Tourist Office web site reveals no kite symbol and it appears the campaign has failed.
Hence the idea came forth for a rebranding of Poland. After all, Spain was successful rebranding itself using a sun symbol designed by Joan Miro and a set of strategic initiatives. So, a kite symbol was developed to "rebrand Poland" that evoked associations of youth, hope, and freedom.
Unfortunately, a look at the Polish National Tourist Office web site reveals no kite symbol and it appears the campaign has failed.
Take The Low Road
The Herald Newspaper, April 10, 2004
The Herald Newspaper, April 10, 2004
When my son Bre and I were in Scotland in April of 2004 visiting ancient monuments, I noticed this article in The Herald, a leading Scotland newspaper, bemoaning Scotland's lack of a compelling image. Having Scottish family ties on both sides of my family and having visited Scotland several times, I know first hand what a great country Scotland is to visit. My son and I often reminisce about our visit with shared memories. Scotland definitely needs a "Brand Scotland" campaign!
City & State Branding
State Has A New Tourism Agent - A Cartoon Bear
Puget Sound Business Journal, April 2-8, 2004
Puget Sound Business Journal, April 2-8, 2004
The movie, "Lord of the Rings," brought New Zealand a 7% increase in tourism and an additional $130 million in revenue.
More international visitors come to Puget Sound from Japan than from any other country and the Japanese are also the highest spenders. Ichiro, the star baseball player for the Seattle Mariners, is also a big draw for Japanese visitors. At Mariner games, large numbers of Japanese people can be seen in the stands and when Ichiro comes up to bat, the flash bulbs go off! Starbucks is issuing an Ichiro card on April 4, 2004, opening day for the Mariners. Starbucks cards are collector's items and can be found on auction sites such as eBay.
Now the Seattle Convention and Visitors bureau with the Port of Seattle and Washington state tourism officials have teamed up with the Disney movie, "Brother Bear," to encourage Japanese families to visit Seattle and make side trips to Mt. Rainier, the Olympic Peninsula and the Cascade Mountain Loop.
More international visitors come to Puget Sound from Japan than from any other country and the Japanese are also the highest spenders. Ichiro, the star baseball player for the Seattle Mariners, is also a big draw for Japanese visitors. At Mariner games, large numbers of Japanese people can be seen in the stands and when Ichiro comes up to bat, the flash bulbs go off! Starbucks is issuing an Ichiro card on April 4, 2004, opening day for the Mariners. Starbucks cards are collector's items and can be found on auction sites such as eBay.
Now the Seattle Convention and Visitors bureau with the Port of Seattle and Washington state tourism officials have teamed up with the Disney movie, "Brother Bear," to encourage Japanese families to visit Seattle and make side trips to Mt. Rainier, the Olympic Peninsula and the Cascade Mountain Loop.
Money Woes Bring Uncertainty to Brand Oregon
Puget Sound Business Journal, January 7-13, 2005
Puget Sound Business Journal, January 7-13, 2005
Brand Oregon, initiated by Oregon Gov. Ted Kulongoski, is an ad campaign designed to create a brand for Oregon and its businesses. The campaign is called: "Oregon. We love Dreamers."
Brand Oregon currently focuses on four campaign areas: business recruitment, the promotion of Oregon agricultural products (e.g., wine), promotion of Oregon seafood, and Oregon tourism.
The Brand Oregon campaign is credited with contributing to increased sales of Oregon seafood in grocery stores and up to a 40% increase in winery visits.
Brand Oregon currently focuses on four campaign areas: business recruitment, the promotion of Oregon agricultural products (e.g., wine), promotion of Oregon seafood, and Oregon tourism.
The Brand Oregon campaign is credited with contributing to increased sales of Oregon seafood in grocery stores and up to a 40% increase in winery visits.
Boat Builders Create Alliance To Promote Industry in Maine
The New York Times, December 30, 2004
The New York Times, December 30, 2004
Seeing other countries promoting their boat builders under a national flag, a group of boat builders in Maine have formed the Maine Built Boats Organization (MBBO). Their goal is to collaborate in the marketing of Maine's boats in order to attract wealthy boat buyers to Maine and increase Maine's annual boat sales.
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Related Web sites:
http://www.ybw.com/ibinews/newsdesk/20050218153122ibinews.html
Market Review: Brand Name Cities
TheDailyReckoning.com, March 20, 2005
TheDailyReckoning.com, March 20, 2005
Historically, many cities started as places for unemployed farmers to find work in a factory. Today, most large cities have become brand names in their own right, projecting a certain image of style, lifestyle, and class, thus becoming status symbols for those who live and move there.
Living in the most desirable cities is not cheap. The top cities command a "premium price," especially for Americans traveling with a weak dollar. Here is the Top-12 list of the most expensive cities from Mercer Human Resource Consulting's Cost of Living Survey for 2004.
Living in the most desirable cities is not cheap. The top cities command a "premium price," especially for Americans traveling with a weak dollar. Here is the Top-12 list of the most expensive cities from Mercer Human Resource Consulting's Cost of Living Survey for 2004.
- Tokyo, Japan
- London, UK
- Moscow, Russia
- Osaka, Japan
- Hong Kong
- Geneva, Switzerland
- Seoul, South Korea
- Copenhagen, Denmark
- Zurich, Switzerland
- St. Petersburg, Russia
- Beijing, China
- New York City, USA