Month: January 2019

Brand Planning Should be the CEO’s Baby

Brand development goes far beyond the marketing planning and management. It has to be embedded in the CEO’s leadership role to ensure the brand’s success

The Tipping Point’s theory for expanding destinations 3.0 (I)

The Tipping Point theory explains how social epidemics happen, unfolding the key factors that make some epidemics succeed, to help as also understand a bit more about the underlying rules of human behavior

How Tourism, Conservation, and Local Economies Can Work Together

Tourism 3.0 intends to tackle the challenge of caring for both the local economy and the environmental sustainability, among other issues. This article explains how these two challenges are correlated and how they can both be overcome with an integrated strategy.

Fostering engagement and high performance

Beyond culture change to build collaborative and innovative organizations, it is also necessary to create a culture oriented to engagement and performance. This article provides a few clues on how to make this happen.

Why are Bland Brands So Common? PART TWO

Defining an optimum destination brand requires first to define the destination’s competitive position. However, this may entail many different types of challenges.