"doing" place branding right by jeremy hildreth at ukraine country and city branding forum
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Presentation by Jeremy Hildreth, a founder and creative director of WhereBrands, at the First International Forum "Ukraine: Country and City Branding", December 8, 2010, KyivTRANSCRIPT
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“Doing” place branding right: axioms | questions | techniques
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Jeremy HildrethCreative director, WhereBrands (UK)Kyiv, Ukraine, 8 December 2010
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From Confessions of a Dangerous Mind:“When you’re young, your potential is infinite. You might do anything. Nearly. You might be Einstein...you might be DiMaggio.
“Then you get to an age when what you might be gives way to what you have been.
“You weren’t Einstein. You weren’t anything.
“That’s a bad moment.”
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With a place this moment never
comes.
You are always young.
You always have potential.
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So okay…
Right now, you are not Sweden.
You are not California.
You are you.
Make the most of that.
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The meta-process:
1. Figure what your story is.2. Determine what your story should
be.3. Tell the revised story directly.4. Get the revised story told
indirectly.5. Make the story stronger and more
true.
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Five axioms of place branding: 1. Brand image and brand identity are not
the same thing.2. There’s only so much “best practice”
one place can learn from another.3. By and large, you must earn your
reputation.4. Perceptions are stickier than you think.5. If you can’t be perfect, you can at least
be interesting.
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1st axiom of place branding:Brand image and brand identity are not the same thing.
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“Brand”
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“Brand”
Brand image/reputation
Brand identity
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Let’s be clear:
Logos, flags, colours, songs, websites and so on:
…brand identity
What people have in their heads about you:
…brand image/reputation
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Place branding question:
Do you realize that “working on your brand [identity]” may not help your brand image/reputation?08/12/2010 Copyright 2010 Jeremy Hildreth 14
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2nd axiom of place branding:There’s only so much “best practice” one place can learn from another.
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“When it comes to images, most countries aren’t France. Most countries are Paraguay.”
Wally Olins
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Most mess up very basic things:
It definitely should have said:
Vilnius, Lithuania | European Capital of Culture ‘09
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Place branding question:
Are you selectively imitating only relevant success models, and mostly doing you own thing anyway?08/12/2010 Copyright 2010 Jeremy Hildreth 19
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3rd axiom of place brandingBy and large, you must earn your reputation (and it must fit you).
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Place branding question:
Is the reputation you want obtainable, & worth having? In the meantime, are your interim claims credible and/or sensible?
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4th axiom of place branding:Perceptions are stickier than you
think.
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Q: What one factor has the biggest affect on future perceptions of a place?
A: Current perceptions!
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Time, worldview...
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…and emotions
You cannot be reasoned out of a position you weren’t reasoned into.
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“Writing is easy – until you think about the reader.”
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“I leave out the bits that people tend to skip.”Elmore Leonard,
novelist
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Place branding question:
Are you respecting your audience? Does your story genuinely justify their attention?
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5th axiom of place branding:If you can’t be perfect, at least you can be interesting.
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Interesting =
Relevant +clearor stylishor emotionally engaging
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Often, most interesting of all…
Stories.
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Place branding question:
Are you creating and selling stories?
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Five axioms (recap):
1. Brand image and brand identity are not the same thing.
2. There’s only so much “best practice” one place can learn from another.
3. By and large, you must earn your reputation.
4. Perceptions are stickier than you think.5. If you can’t be perfect, you can at least
be interesting.
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Bonus section!Two important techniques.
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Top technique 1:
Be substantive.
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Symbolic actions (Anholt)“A particular species of substance that happens to have an intrinsic communicative power:
– They might be innovations, structures, legislation, reforms, investments, institutions or policies
– which are especially suggestive, remarkable, memorable, picturesque, newsworthy, topical, poetic, touching, surprising or dramatic.
Most importantly, they are emblematic of the strategy: they are at the same time a component of the [place’s] story and the means of telling it.”
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Top technique 2:
Label your exports.(Label stuff that’s Ukrainian as Ukrainian, and do it in an interesting way.)
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Label wines (and other Chilean exports) in a way that characterises* and conveys ‘Chilean-ness’ and teaches people something about the country.
* or even mythologizes
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Use creative, clever labeling:• Made by Chileans, the British of South
America.• Made in Chile, the most stable, safe,
prosperous and democratic nation in South America.
• Chile: Latin America’s success story.• Product of Chile, home of 55 active volcanoes.• Made in Chile, called “the thin country” by the
Nobel Prize-winning Chilean poet Pablo Neruda.
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MADE IN UKRAINE
Tell a little story.Plant an idea in the mind.
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WhereBrands.comhttp://blog/WhereBrands.com@WhereBrands on [email protected]
Дякую.Copyright 2010 Jeremy Hildreth 5008/12/2010
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