When discussing the differences in branding places and consumer products with friends in advertising agencies, they frequently maintain that there is no difference between the two. To some extent they are correct. However there are differences that have a profound influence on the brand planning, brand implementation and brand management. These relate to the complexities of ownership, consultation, decision-making, product development, and experience delivery.
The path to revealing a city or place brand can be a tricky one that usually involves a multitude of stakeholders and departs somewhat from that generally followed for branding corporate products and services. One reason for the variation is the composite nature of places which are a compilation of many independent and competing businesses, products, and experiences that are owned and managed by many different organizations with no single management team or custodian.
A city has many faces and identities. For instance, it may be known as a destination or medical services, golf, education and shopping as well as being home for esidents, each with different levels of political, financial and community support. Gaining consensus can be challenging.
Here is an extract from my book, Destination Branding for Small Cities which provides more insights into the differences between branding places and physical consumer products and services.
Produced by: Total Destination Marketing
Best Selling Book: Destination Branding for Small Cities