Earlier this month I received an email from Ed Burghard at Strengthening Brand America. He was seeking the thoughts of people engaged in place marketing in regard to the most common branding counsel they gave communities in 2014. Ed has now published the responses in an ebook, titled 'Branding Advice from Experts' you can obtain here. Here is my response:
Unfortunately, far 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 for 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. I think that many states and nations are guilty of this.
We often find ourselves trying to realign a prospective client’s objectives to more fully embrace 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, during 2014, we often found ourselves speaking about change management and its role in the brand journey.
Here is an article, “Change Management is at the Heart of Successful City Branding”, addressing this subject.
You can obtain the ebook, titled 'Branding Advice from Experts' here.