The Key Role of Culture in Place Brand Strategy for Destinations, Cities and Nations
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Transcript of The Key Role of Culture in Place Brand Strategy for Destinations, Cities and Nations
![Page 1: The Key Role of Culture in Place Brand Strategy for Destinations, Cities and Nations](https://reader033.fdocuments.in/reader033/viewer/2022060121/55945c931a28ab130c8b46e0/html5/thumbnails/1.jpg)
The Role of Culture in City Branding
Lessons for Country & City Brand Strategy
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Content of presentation
• My take on place & destination branding
• The important role of culture in city &
nation branding
• What can we learn from city branding?
• Communication lessons for country
branding
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What is place branding about?
Some places think that place branding is about a
new logo and catchy tag line
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What is place branding about?
Historically place branding has been concerned with
selling places to tourists
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What is place branding about?
And it’s also typically been concerned with selling
places to inward investors
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What is place branding about?
And in the past many place brand
strategies have ignored internal domestic
audiences
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What is place branding about?
Brand strategies are increasingly about the
retention and attraction of talent
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What is place branding about?
Brand strategies are increasingly about the
retention and attraction of business
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What is place branding about?
Its about planning, improving and
developing the offer and experience
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What is place branding about?
It’s about communicating
the Offer and Experience
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What is place branding about?
It’s about communicating to target market
audiences (internal & external)
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What is place branding about?
It’s about telling the story of your place
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What is place and destination branding?
It’s about where you have come from
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What is place and destination branding?
It’s about where you are now
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What is place and destination branding?
It’s about where you are going to
It’s about where you are going to
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What’s the role of culture in place branding?
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What’s the role of culture in place branding?
Culture is a powerful attractor
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What’s the role of culture in place branding?
Culture is a powerful differentiator of place
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What’s the role of culture in place branding?
Culture is a powerful definer of place
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What’s the role of culture in place branding?
What do we mean by culture?
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What’s the role of culture in place branding?
Is it limited to the arts?
Or is it more than that?
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What’s the role of culture in place branding?
Images of people in place
transmit culture
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What’s the role of culture in place branding?
Food transmits culture
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What’s the role of culture in place branding?
Architecture transmits culture
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What’s the role of culture in place branding?
Textiles transmit culture
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What’s the role of culture in place branding?
Events transmit culture
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What’s the role of culture in place branding?
City and national governance transmit
culture
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What’s the role of culture in place branding?
How we educate our people and care for their welfare transmits our culture
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What’s the role of culture in place branding?
How we house our people
transmits our culture
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What can we learn from city branding?
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What can we learn from city branding?
We need to build partnerships
We need to be inclusive
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What can we learn from city branding?
We need to build associations
between people in place
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What can we learn from city branding?
We need to foster & encourage
involvement
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What can we learn from city branding?
We need participative leadership
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What can we learn from city branding?
We need to harness
the private sector
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What can we learn from city branding?
We need to harness
the power of community
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What can we learn from Cork’s
approach to place brand strategy?
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Where is Cork?
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Cork Region brand strategy
Objectives
• Elevate Cork/increase awareness
• Attract & retain talented people
• Attract inward investment
• Support sustainable business growth
• Increase employment opportunities
• Attract visitors and their spend
• Generate wealth for Cork & Ireland
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Cork - overall brand proposition
A powerful mix for your success
(In the best small country in the world to do business)
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Cork brand strategy
Essentially an economic development brand
proposition
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Cork Brand Attributes
The cultural offer attracts tourists, learners, workers,
investors and also retains people
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Cork case study
Traditional culture supports the economic
brand proposition
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Cork brand strategy
Culturally rich heritage and offer
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Cork Opera House
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Cork – Everyman Theatre
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Cork – pub culture
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Cork – live music in pubs
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Cork – live street music
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Cork – Gaelic sports culture
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Cork – cosmopolitan food culture
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Cork – a culture of conservation
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Cork – a culture of innovation
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Cork – a culture of independent thinking
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Cork – a live Gaelic culture
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Cork Cultural Assets - Festivals
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Cork – key cultural brand messages
Core Brand Proposition
Cork is “Big on Life”
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Cork – key cultural brand messages
Cork is a great place to move to for work and
to live, with the bonus of a vibrant and
varied cultural offer
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Cork – key brand messages
Cork offers you insights into traditional
Irish culture
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Cork – Quality of life brand messages
You can meet on a mountain
top after work, sail around a
harbour, along the Atlantic
coast or visit an island by boat
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Cork – Quality of life brand messages
We conserve and protect our natural assets for the
benefit of future generations
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Cork – Quality of life brand messages
Cork is a place that puts you at ease
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Cork – Quality of life brand messages
Cork is a place that captures
your heart and soul through
its spirit
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Communicating culture in place brands
Culture differentiates your place
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Communicating culture in place brands
Events locate your place in the mind
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Communicating culture in place brands
Live culture characterises your place
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Communicating culture in place brands
Your people transmit your culture
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Be clear and consistent on your messaging
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One story does not tell all
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One image and one identity rarely do a
place justice
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Be focussed on your messaging
Don’t assume your audiences are all alike
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Avoid the temptation to tell everybody everywhere everything about your offer all of the time
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Don’t create a dissonant Tower of Babel
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A important thought to take away
Regarding nation branding and culture…..
“What countries need is for people around the world to
have a richer, deeper, more complex, more nuanced, more
democratic, more chaotic, more human view of their land,
their population and their civilisation—not a fabricated
stereotype to replace the inherited stereotype.”
Simon Anholt
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Thank You
Malcolm AllanManaging Director
Placematters Ltd
P: +44 1342 829 012
M: +44 7803 356 310
W: www.placematters.co
Twitter: @MalkyAllan
Blog:
www.malcolmallan-placebrander.blogspot.co.uk
Member UK Academy of Urbanism
Member US Placemaking Leadership Council