Suedtirole case

© MetaDesign 2010 page 1

Building strong regionalbrands: South TyrolLofoten, June 1st 2010presented by Angela Knewitz, Brand Innovation Director

Visible StrategiesMetaDesign


About place brandingOpportunities and challenges


Place branding has beenaround since ages, inorder to provide …

Introduction to place branding


IdentificationIntroduction to place branding


DifferentiationIntroduction to place branding


OrientationIntroduction to place branding


TourismSince the beginning of the 20th century, regions are heavily

competing for visitors.


TourismAnd they still do.


Global marketsRegional specialties are popular. With strong branding they

can prevail in the face of tough competition from huge

multinationals and their mass-produced industrial goods.


Political involvementPolitics play a key role in terms of structures, opportunities

and risks. Different people and organizations are responsible

for tourism, foreign investment and export marketing.


Mind the clichéThe image of a country is often a caricature of reality –

the diversity is missing! Consider brand drivers that are

significantly more complex than those for companies.


Your stakeholdersInternal communication is mission critical due to the

emotional impact and need for support!


The future is here!In many regions, the young generation has lost the

connection and sees no future if they stay. They move

abroad to study and might not come back afterwards.


CompetitionMore and more countries and regions are competing

intensely for tourists, investors and buyers of their products.


ComplexityInnumerous factors influence the strategy and the success of

a place branding project.

Products (export)Typical products and companies fromthe region etc.

Government/politicsPolitical system, laws (e.g. taxation),government approach etc.

Regional factorsInfrastructure as seen by companies andresidents

CultureCultural heritage, present-day offerings

(film, music, art and literature)

PeopleCharacter/values,

famous personalities etc.

TourismLandscape, climate, places of interest,

infrastructure etc.

Region


A trip to South TyrolAbout creating a sucessful umbrella brand


South Tyrol anticipatedgrowing competition andprice pressure – despitean unemployment rateof 3% and continiousGDP growth – because itsstructures were geared toquality and not to bulkproduction.

Initial situation


Numerous brands werevying for attention ...

Initial situation


... without uniquepositioning ...

Initial situation

Traditional Modern

Emotional

Rational


... and no unifiedmessage.

Initial situation

© MetaDesign 2010

Objectives

Develop an umbrella brand to …

• Establish a common, powerful visual presence

• Pool energies, exploit synergy potential and facilitatetransfer of a common image

• Meet varying requirements and EU regulations

page 35


Brand StrategyBranding South Tyrol


The vision and its aspects

Nature is an asset – Dolomites, valleys, lakes and 300

days of sunshine a year.



Exploit contrasts – German/Italian, tradition/modernity, etc.



Taking root and taking wing – opening up to the world while preserving identity


Basic values

Core values

Distinguishingcore values

dumplings & spaghetti

friendly

rich in contrast

edgy and warm-hearted

unhurried/enjoying life

credible

natural

self-confident

valuable

vigorous stable

reliable

authentic

rich in tradition


South Tyrol is a symbiosisof the Alpine and theMediterranean, ofspontaneity andreliability, and of natureand civilization.

The positioning statement


Brand DesignBranding South Tyrol

© MetaDesign 2010 page

Panoramic view of the Dolomites

Accentuating prominent points

Colored band

South Tyrol panorama

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Corporate typeface: Südtirol

46


Brand ImplementationBranding South Tyrol


Structure and processBranding South Tyrol


The working group

68

Politics Tourism Products

Government South Tyrol

MarketingAssociation (SMG)

Chamber ofTade andCommerce

South Tyrol Apple(VOG und VI.P)

ConsortiumSouth TyrolSpeck

SennereiverbandSouth Tyrol

South TyrolWine

Dr. Ulrich Stofner

Dr. Hansi Felder

Dr. Jörg C. Rainer

Dr. Christoph Engl

Dr. StephanGander

Dr. Monika Mayr

Dr. PaulZandanel

Dr. GerhardDichgans

Josef Wielander

Dr. Franz J.Mitterutzner

Alfons Hainz

Dr. AnnemarieKaser

Luis Frötscher


Milestones in brand development

69

Sept

4th Quarter, 2003 1st Quarter, 2004 2nd Quarter, 2004 4th Quarter, 2004

Oct DecNov Feb AprilJan Mar June AugMay July Oct DecSept Nov

2005

Jan

3rd Quarter, 2004

Workshops Brand identity, -architecture and positioning

Moodboard/Logo development

Kick-Off

30. Januar 20041. Logo-Präsentation

Development of twodesign directions

5. März 2004Entscheidung Logo-/Design-Ansatz

Development Basic Designelements

April/MaiSektoren-Präsentationen undMarkentag auf Schloss TirolFinalisationBasic Design Elements,Development of Quality Seal

22. JuliPräsentation Landeshauptmann

Government approval,Pilot applications

30. NovemberPressekonferenz

Portal/Introductorycampaign

Launch

13. November 2004Entscheidung Marken-Strategie


Milestones in brand implementation

70

21.-30. Januar 2005erster Messeauftritt der Dachmarkeauf der Grünen Woche in Berlin

15. März 2005Journalistenbesuch zur ITB

April 2005Vinschger Bahn im Look&Feelder Dachmarke

OktoberFinale Entscheidung für das Standkonzeptund Start der Ausschreibung

September1. Anzeige mit Qualitätszeichen(Milch) i.d. Lebensmittelzeitung

NovemberEU-Genehmigung des Qualitätszeichens

2.-4. Februar 2006Präsentation Südtirol Apfel g.g.A.auf der Fruit Logistica in Berlin

01 Quartal, 2005 02 Quartal, 2005 03 Quartal, 2005 01 Quartal, 2006

Dez Feb AprilJan März Juni AugMai Juli Okt DezSept Nov

2004

Jan

04 Quartal, 2005

Feb AprilMärz

3.-4. Mai 1. Grafiker Workshopin Bozen

Continuous Consulting of the council and brand management in strategic and design aspects

Milk industry: Strategy and Branding

Fair stand: Concept, Design, Tendering

Integration of quality seal on packaging (bread, apple juice, Grappa, honey)

South Tyrol apple g.g.A.Brand: Brand Strategy and DesignApfel-Workshop

Milch-WorkshopMessestand-Workshop

© MetaDesign 2010

What have we achieved?

• In tourism approx. 80% of companies and nearly allregions have implemented the new brand

• 100% of qualified companies use the new seal of approvalfor agricultural products

• Today more than 2,500 companies communicate the newbrand

• In addition, more than one billion products with the SouthTyrol label are exported each year – as trade ambassadorsfor South Tyrol

page 71


Lessons learned –success factors in placebranding

Branding South Tyrol


• Regional branding projects can achieve their

greatest potential when they are approached

holistically

• Government, businesses and society as a whole

need to join forces and create synergies

• Piecemeal solutions are not beneficial to brand

strategy

01

A hand is stronger than fivefingers


• In developing strategy, do not aim for the lowest

common denominator

• Focused interaction of design and communication

is what gives a brand a clear, unmistakable profile

• The number and diversity of stakeholders and

products make this a great challenge

02The courage to focus


• Design is particularly important in regional

branding projects

• Visual communication is what turns the common

strategy into an experience for the senses, creating

a marker that allows the many stakeholders to

appear as one

• An attractive look reaches people’s hearts – in the

market and in the region

03

The power of visualcommunication


• Existing brand owners are often worried that they

will lose their own identities

• But that is not the goal: everyone can and should

continue to tell their own story – in the context of

the big story

• The target is two-way image transfer, because the

whole is more than the sum of its parts

04Unity in diversity


• Branding is not a democratic process

• This is a tremendous challenge for regions, as there

is no central authority to take decisions – in

contrast to companies

• It is therefore important to inspire this

decentralized group of stakeholders for the

common idea

05Don’t push – pull

© MetaDesign 2010

Five first steps to brand a country or region

1. Establish a working group with opinion leaders frompolitics, business, culture and media.

2. Identify the image the brand has among relevantstakeholders at home and abroad.

3. Develop a clear and simple brand idea or story, one thateveryone understands and acknowledges.

4. Translate this idea into a strong, appealing and flexibledesign. And note: a brand is more than a logo!

5. Make sure that the brand is not only implemented,but embraced and loved.

page 78


Looking forward toseeing you in Berlin

Thank you

Suedtirole case

Business

Transcript of Suedtirole case