REGIONAL BRANDING

By: Dian Hasan, MindcodeSan Diego, CA, USA Jakarta, Indonesia

(Translation: How on earth do I attract TTI and more to my region)?

Fact: Worldwide, over 200 national economies are competing in the destination market.

2006: global government and capital expenditure exceeded US$1,480 billion making destination branding an important concept that still remains fragmented and unplanned.“

Journal of Place Management and Development

Aah.. the beauty of nature!

Let’s just bottle it and sell it!

And the excitements of urban energy!

Destination branding differs in challenges vis-à-vis product and service branding.

… a strong fit with the model suggesting that destinations can use this as a basis for continuity in strategy even as governments change.

Journal of Place Management and Development

“Brand-

building TAKES

YEARS of effort and

investment!

Rome was not built in a

DAY!

Neither was its IMAGE

It all occurs in the mind! Not yours!

But your customers‘

It involves your

customers’ feelings/emotions. Not

yours!

Again: It all occurs in

the mind!

It’s the strategy and tools you use to ensure this image “sticks” in your consumers mind. An image that is positive, most of the time.

Thahir Square

Protests, Cairo. Feb

2011

It’s a country’s overall image and reputation, built over time.

Destination branding is about having a clear SENSE OF PLACE and STORYTELLING.

~ Tom Buncle, Int’l Destination Branding Expert“

It’s a difficult position, being a Westerner, evaluating such culturally sensitive work. Obviously much thought and care has been invested into ensuring the brand is respectful of the traditions and culture of Abu Dhabi, whilst also being enticing and relevant for an international audience…

Re Brand Consulting (Satchi subsidiary), Sydney, Australia. While working on the

Abu Dhabi Destination Branding Campaign

“Under-

standing culture in

any brand-building is CRUCIAL!

END GOAL:WE ALL

WANT YOU IN THIS

PICTURE!

Strong Nation Brand

Work

Live

Visit

Do business

Invest

Buy from (Trade)

The importance of a strong

Nation Brand

Not only for

Tourism!

T.T.I. (Tourism, Trade &

Invest-ment!)

T.T.I. (Tourism, Trade &

Invest-ment!)

A lot is riding on a strong/compelling Nation Brand

A place is so much more. So many unique ingredients make a place.

And the greatest differentiator: PEOPLE and their CULTURE.

1. How ___ do

you look?

2. How ___ do

you taste?

4. How ___ do

you sound?

3. How ___ do

you smell?

5. How ___ do

you feel?

A Nation Brand includes this…

And this…

This…

And even this…

Q: What’s wrong

with this picture?

A: NOTHING! Coz

it’s true!

“Just

follow NIKE:

In fact, if desination marketers only remember ONE PIECE OF ADVICE, it had better be this: Do not think about what to say next; THINK ABOUT WHAT TO DO

~ Simon Anholt, Int’l Nation Branding Expert

I dislike the term Nation Branding, but I may have accidentally talked about Nation Brands. These two are very different.

BRANDLogo

Beha-vior

Imagery

Social Media Digital Engagement

Marketing Campaign

Broc-hure, Print, etc.

Website

5-Sense Brand Touch-points

Everything should start and end with a Brand

Crucially Impor-tant!

smell taste

sound

sight

touch

Sensorial Branding: the most powerful brandsThe most

successful BRANDS are those that

deliver a memorable multi-

sensory experience.

Because it’s not as simple as bottling all the wonderful contents into a bottle of shampoo...

…and promote it as the most amazing product…

…that competes for shelf space…

…in a crowded supermarket.

…in a world of saturated media…

…screaming to be heard in a sea of clamor…

Because everyone wants a piece of that action…

Yes, everyone…

And experiencing her breathtaking landscapes?

And tasting her unforgettable cuisine?

And touched by her rich historical past?

All this is Nation/Destination Branding

But it’s really not that simple

THANK YOU!

Dian HasanBrand Storyteller & Asia PartnerSan Diego, California. Jakarta, Indonesiawww.mindcode.com

Mobile: +1 619 246 2311 (USA)Mobile: +62 811 773 893 (Indonesia)

Email: dhasan@mindcode.com, dianhasan@gmail.com

Blogs: Ideas Inspiring Innovation www.dianhasan.wordpress.com, www.enchantingeden.wordpress.com, www.endangerededen.wordpress.com

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USA Mexico Colombia Argentina Indonesia