What makes a great place brand?

At times you can’t move for wonderful places telling you just how good they are. As I sat glued to CNN’s US election coverage I was struck by the number of emerging economies setting their stalls out for inward investment. London’s traffic lanes double up as travel brochure, as taxis emblazoned with stunning destinations and their promises sit impatiently in line. Admittedly the scene is interrupted by the occasional sad Icesave chassis, though we can safely assume Iceland the country will not be advertising its innate financial expertise any time soon.
 
Many of these campaigns have been produced by a compulsive alliterator let loose with an atlas; Business Friendly Bahrain, Incredible India, Malaysia Truly Asia.  And yet, with a few notable exceptions, hardly any of them actually stand out.  Too samey and ‘me too’. Gone and forgotten.
 
But beyond the marketing spin more interesting things are afoot – and there are significant parallels with the non-place branding world.
 
Draw on what is special and true
In a connected world where people can increasingly get most things everywhere, what is it that only you bring – and why is it so damn good? Celebrate what’s special. In this connected world you can’t hide behind myths – consumers are just too savvy for that and you will be busted.  So forget attempts to brand citizens because it will fail. It’s the same for non-place branding; you can’t ‘brand’ employees – engage them yes, but don’t try to control what they think.  
 
Think about your brand as a flexible platform for participation - not a fixed badge
No place can be one glossy thing.  Brands in general are becoming more flexible – check out the NYC identity, with its infinite combinations reflecting the variety of life in the city. The London 2012 brand is based on the idea that it’s everyone’s Olympics - inspirational, encouraging access and participation. Containing neither sporting images nor pictures of London landmarks, the emblem shows that the Games is more than London, more than sport.
 
Allow for powerful collaborations between brands and provide experiences
The China Now initiative was a collaboration between the UK business community and China – aimed at correcting some of the prejudices held about the country, in the run up to the Olympics.  Not through an ad campaign, but instead a series of experiences.  China Art Now – a collaboration between HSBC, the V&A and China - stood out. Think about what each collaborating brand brings and gains: HSBC builds on its world’s local bank positioning, gains innovative, creative and sensitive; V&A brings artistic gravitas and gains unstuffy, contemporary and challenging; China draws on the authority of both its partners to ditch the perception of low cost manufacturing imitator, and gain one as nurturer of creative talent.
 
Use your brand as the springboard to successful innovation
At Wolff Olins we use brand led innovation to help our clients to grow. In fact our recent research with the Oxford’s Said Business School shows that when you start with your brand you are more likely to create new products services and ways of working that will succeed. Brand led innovation is happening right now in London and Paris at the Japan Car exhibition. This event successfully reflects what’s special about Japan’s industrial development and its culture. Add to that the unique design abilities of Japanese car manufacturers, and a new area of opportunity for brand Japan arises: ‘the driving force behind transport solutions for twenty-first century cities’. Using the country brand to move into global issues of urban transportation in a carbon constrained world - smart stuff. 

Image courtesy of NYC and Co

17 March 2009, posted by Melanie McShane