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Roger Pride, Branding of Destinations
- 1. Influencing the Reputation of Lviv – Events and Conferences Roger Pride Managing Director Cardiff & Co Cardiff & Co Investors:
- 2. A Bit About Me • Currently Managing Director of Cardiff & Co – The Place Marketing Agency For Cardiff • Formerly Marketing Director for Welsh Government. • Board of Ryder Cup Wales • Board of Chartered Institute of Marketing Wales • Joint editor 3 Editions of “Destination Branding” • Developed Marketing and Branding Strategies for Cities , Regions and Countries.
- 3. Cardiff – Capital City of Wales
- 4. Today we will Cover • How Competition between Cities is Forcing Change • The Quest for Differentiation • Beyond Traditional Branding • Influencing Reputation • The Role of Social Media. • The new currency “talkbility” and “shareability” • “Let the People Speak” • The Power of the Story
- 5. “If you build a place people want to visit, you build a place where people want to live. If you build a place where people want to live, you'll build a place where people want to work. If you build a place where people want to work, you'll build a place where business has to be. And if you build a place where business has to be, you'll build a place where people have to visit.” Maura Gast, Destination Marketing Association International
- 6. Why Brand a Place?
- 7. Global Competition • 500 regions + 105,000 towns / cities competing. • investment, talent, tourists, scholars • Intensive competition • Search for city differentiation key
- 8. Positioning and Branding “Positioning and branding now the essential tool and vehicle for the successful city” Jim Dachin Vice President. Grand Lyon
- 9. Can a City Be a Brand?
- 10. This is not a brand. This is not a Brand.
- 11. It’s not even a distinctive logo.
- 12. Bland Values?
- 14. A Chance for the City to ask. • Who are we? • How are we different?, • What do we stand for?
- 15. “A place is an experience, and not a brand”
- 16. Difficult to Compete on…. • Accessibility • Knowledge • Price New Role for Sense of Place
- 19. Where would you Put your savings? Where would you put Your Savings?
- 20. Style
- 21. Fashion
- 22. Carnival
- 23. What Characterizes a Place? • Its History • Its Geography • The Language [s] • Its Icons • Its Culture and Traditions • The People • The things that no other Place has.
- 24. Place Branding must have solid Foundations Profitability Reputation Pride / Belief
- 26. “Destinations that identify and devote proper resources to building a strong reputation attract more tourists, more business investment and when the price is right, sell more products. .......... Destinations, like businesses, need to pay attention to their reputation,” Kasper Nielsen, Executive Partner of Reputation Institute.
- 27. Key Reputation Factors • beautiful city • safe environment • wide range of appealing experiences, including food, sport, architecture, and entertainment • well-respected leaders • progressive social, economic, and environmental policies. Source: Reputation Institute
- 28. Top 5 Cities by reputation. 1. Vancouver 2. Vienna 3. Sydney 4. Copenhagen 5. Oslo.
- 29. City Attributes Enhance The Product Brand Country Brand Product Brand Product Attributes Enhance The City Brand
- 30. Marketing Cardiff to the World Marketing A Place to the World Owned Media Bought Media Earned Media Its about TALKABILITY – getting LVIV talked about positively And SHAREABILITY – encouraging people to share their experiences of LVIV
- 33. The Power of Stories
- 34. Let The City and the People Speak • Involve the creative industries; • Allow ‘new’ voices to influence; • Find creative means to deliver the message; • Allow creativity and innovation to flourish across the city.
- 35. Key elements of a City Marketing Plan • Trial – We need to focus on attracting visitors and decision makers to the City for the first time. We need to harness all of the opportunities to encourage trial. This includes conferences, events, offers and familiarisation programmes • Recommendation - If the initial experience of a City is positive, those visiting and those with an affinity to the City are more likely to recommend it to other people. City role is to encourage and facilitate this recommendation and endorsement through digital and social media , press relations, and ambassador networks. • Collaboration – Many organisations in the private and public sectors have an important role to play in the marketing of any City .It is vital to build collaboration through partnerships with our stakeholders, the public and private sector and the people who live in the City.
- 37. Challenger Brands… • Break with Convention. • Are based on ideas. • Have a point of view …… strong belief system. • Take reasonable risks • Get more out of their paid for work
- 38. The Key Principles of Challenger Branding • Break with Immediate Past
- 39. The Key Principles of Challenger Branding • Build a Lighthouse Identity
- 40. The Key Principles of Challenger Branding • Lead the thinking in your Category
- 41. The Key Principles of Challenger Branding • Get more out of your Advertising and Publicity
- 42. The Key Principles of Challenger Branding • Believe in the Power Of Ideas
- 43. The Key Principles of Challenger Branding • Turn Tedia to Media
- 44. The Key Principles of Challenger Branding Brand Consumer Sector/market
- 45. The Key Principles of Challenger Branding Think outside the Triangle
Notas del editor
- This quote explains it better than I can. To me this means a number of things – I guess the conventional wisdom of economic development is that if you create jobs people will come. This suggests that if you create a place where people will want to visit and want to live jobs will follow.
- Every business in this room is competing For customers , clients , contracts Its no different for Cities AND PLACES THEY compete for visitors they compete for investment, they compete for talent and skills – e.g doctors certain parts of Wales, they compete for events , they compete for trade, they compete fr air routes, they compete for students In Europe alone 500 regions and 105,000 towns and cities. How do they compete? How do they differentiate themselves in such a competitive environment?
- Well may cities are turning to positioning and branding quote him BUT I beleive that branding places is different to branding products or companies or services. Place branding is emotive - People live in places they are born and brought up they identify with them. Branding term is used for lots of things Cradiff City rebrand? Message Board story
- Branding – logos Brand guidelines Impoartnat but you need to go deeper Need to look at the narrative – what is the story of the place – story telling . Pwhat does the City stad for – what are its vallues
- Now throughout this morning you will here the B Word. But its more that branding – conventional branding. Discuss ideas like place making , competitive identity , reputation. You need to go deeper set of expereinces Visit live work
- London Dubai Amsterdam – Global Hubs – Tactical – maybe strategic? Edge of Europe Graduates in India , China Bric Markets. Price – Grants, LABOUR
- Snowdrops different Get up close to see the differences Problem is those things are often not used. Marketing because the same – one city campaign becomes very similar to the next
- the country’s reputation powerfully affects the way people inside and outside the place think about it, the way they behave towards it, and the way they respond to everything that is made or done there if you had a choice between two DVD players from unknown makers with identical features, would you expect to pay more for the Japanese brand or the Chinese brand? if you had two equally qualified candidates for a senior teaching post in economics, would you be more likely to pick the Turk or the Swede? if the Mongolian State Circus and the Nigerian State Circus were in town, which one would you expect to be the better show? would you rather have your capital city twinned with Sydney or Sarajevo? does a holiday on the Albanian Riviera sound more or less luxurious than one on the French Riviera? would you build a technology factory just outside Zurich or just outside Kampala?
- the country’s reputation powerfully affects the way people inside and outside the place think about it, the way they behave towards it, and the way they respond to everything that is made or done there if you had a choice between two DVD players from unknown makers with identical features, would you expect to pay more for the Japanese brand or the Chinese brand? if you had two equally qualified candidates for a senior teaching post in economics, would you be more likely to pick the Turk or the Swede? if the Mongolian State Circus and the Nigerian State Circus were in town, which one would you expect to be the better show? would you rather have your capital city twinned with Sydney or Sarajevo? does a holiday on the Albanian Riviera sound more or less luxurious than one on the French Riviera? would you build a technology factory just outside Zurich or just outside Kampala?
- For this comes down to reputation – what do people think about Cardiff – when you are not in the room Balance Sheet. Assets and Liabilities Refer to Ireland Reputation managers
- At the bottom of the list: Bogota, Moscow, Tehran and Baghdad. 2 Major Sporting Events Perhaps because safety is one of the criteria, along with progressive environmental policies, the survey favors small to medium-sized cities like Vancouver. Oslo, Barcelona, Florence, Venice, Stockholm and Melbourne are also in the top ten
- Two Way street
- Your own media – websites, brochures Bought media – Budget Earned Media – Social Much more emphahsis on this going forward – we have great assets , the is a vitality in the city, there is a pride in the city. There are very active social networking communitoes, we have 10 of thousand very brigt students, a thrinving arts and cultural scene , strong sporting tradition, host major events We need to use these get get cardiff talked about in our markets and we have do to do it in such a way that the way we market cardiff gets talked about. 5 times the Budget Major Events – Ryder Cup / Speedway / Extereme Sailing
- The success of a brand, at least from a marketing perspective, isn't defined by a collection of isolated events, executions, or campaigns. Instead, it is determined by how well the brand exists over the long haul—how effectively a story can be woven around the brand and told in a way that makes the audience care, propelling them forward and enticing them to "read on" (so to speak). "If things go static, stories die, because life is never static," Stanton says.Ensure that your brand is consistently creating content, whether it be Facebook posts, tweets, anemail newsletter, or videos. You've heard the saying, "Keep your audience engaged," time and time again, but it's imperative for your brand's ongoing narrative. When your content ends, so too does the act of telling your brand's story.