Tag: tourism branding

Visitor Experiences are Still Job #1. Only More so!

Marketing digitalization has made strategy more complex than ever, but the key difference is that destination brands are controlled by the market and no longer just by the brand managers and therefore must concentrate their efforts in delivering the promised experience

Fifteen Common Place Branding Pitfalls and How to Avoid Them

Branding strategy implementation has to face many unexpected challenges. This article lists many of these issues, to be taken into account for a better planning and a successful implementation.

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

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.

Why is a Bland Place Brand the Fast Path to a Non-Brand? – PART ONE

Despite advocating for stakeholder participation in the branding decision-making process, the right choice is not likely to be the one that pleases all the participants. The marketers opinions should have a much higher consideration, so long as the brand is to attract customers, and that’s the marketers’ job

Why Isn’t Anyone Supporting our City Brand?

Rebranding a destination entails much more than just the creative job of crafting the new brand’s logo and tagline. This article explains briefly the key steps not to be missed.

When is the Right Time to Rebrand a City?

Branding, as well as all other marketing aspects, needs to be renewed from time to time, mainly according to the society’s and destination evolution, to motivate existing and new demand, etc. However, some times, destinations need repositioning. This article explains the difference

Why Isn’t Anyone Supporting our City Brand?

Destination brands cannot be created artificially out of someone’s imagination. Rather they have to be based on the local reality and the stakeholders opinion’s, also to gain their support in the development of the brand.

What’s the Difference Between Branding and Marketing?

Branding and marketing are key concepts which are too often mistakenly used interchangeably. This article is to clear doubts about each of these concepts.

How Should You Assess a Destination Tagline?

Among the various elements that convey the values and attributes of a brand, the tagline is probably the most explicit and direct. But crafting an attractive tagline for a destination requires to consider some important reflections and rules