Comments

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  Paul Barnett February 28, 2010 at 1:54pm

  Alan, The Wall Street v Fleet Street comparrison is indeed interesting, but I don´t think either were actually managed as brands, yet brands have something to learn from them. Had Fleet street been managed as a brand I do beleives it could perhaps have become what a part of Brick Lane is today i.e. the locale of the new media age hub surrounded by the creative and the cool. But many parts of many cities are left to die and then revived. New York is a classic example: Soho, Tribeca, the Meat Packing District etc, but this is all property developer and speculation driven, rather than marketing driven.
  
  Still is shows what can be done if an area is highly differentiated, becomes unique (at least within a city), adds value and developes a reputation and fame.
  
  And, aguably, is they are managed and evolved properly then can be like on-going versions of the country events that Rafa refers to. So, London has its major design events each year, but parts of London are design hubs, and these are connected as routes. Note how many guides and blogs pick up on these routes, or create them, for thier readers. Clearly then they work, and add value to tourists and design hunters. Check out design sponge as an example: http://www.designspongeonline.com/category/city I think that design and fashion are leading the way, but there will be many more guides and routes that link up related, but ideally differentiated, hubs within cities, that are each well branded and also collectively branded.
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  Alan 'Brand' Williamson February 28, 2010 at 10:04am

  Paul
  
  Street Brands
  Thanks for highlighting some of your favourite street brands.
  
  I'm particularly interested in comparing and contrasting New York's Wall St with London's Fleet St.
  
  Wall St seems to have withstood the recent financial earthquake while Fleet St has died a slow and painful death of a thousand words.
  
  This leads to the strategic branding issue: Should destination brands such as Fleet St focus on a single big brand idea such as 'Newspapers' but then 'die' as the newspaper industry re-invents itself elsewhere (Canary Wharf etc), or should Fleet St have led the re-invention with new innovative ideas and processes and thus not only survived but prospered in the new technological online world?
  
  My preferred model is Wall St (and its London equivalent 'The City') who is financially focused but keeps re-inventing itself to deal with the opportunities as well as the financial disasters - from pension scandals to banking blunders.
  
  Tripatinos: What do you think?
  Also on Paul's point: Resources invested in slogans should be spent on developing and implementing differentiation strategies to strengthen the meaning of the brand itself?
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  Paul Barnett February 27, 2010 at 5:15pm

  The Chile event brand - nice logo - problematic wording?
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  Paul Barnett February 27, 2010 at 5:14pm

  Carnaby street excellent, But I think several streets and areas in London, and other sities inside and outside the uk are also brands - Wall Steet, Fleet Street, Rodeo Drive, Wilshire Boulevard, the Ramblas, Time Square, Bond Street, Oxford Street, Knightsbridge etc. Interestingly some areas are making soemthing fo this - Marylebone High Street and Elizabeth Streetin London being exmaples, where the businesses there are collaborating. Interestingly I can´t think of slogans associated with these streets and areas. All the meaning is in the name, and yes areas like Knightsbridge and Beverly Hills etc are also universal. My be the resourcesinvested in slogans should be spent on developing an implementing differentiation strategies to strengthen the meaning of the brand itself?
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  Rafa Luque February 27, 2010 at 12:26pm

  Just a brief note about branding a country for a specific event:
  Chile, Telescopio de la Humanidad (Chile, The Mankind's Telescope). See the logo http://www.visitingchile.com/blog/chile-telescopio-de-la-humanidad.htm
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  Rafa Luque February 27, 2010 at 12:21pm

  Alan,
  Thank you for taking the time for your explanation about cultural codes. This remind me the Lewis Model for Cultural Types: cultural traits are so deeply embedded that resist the homogenization predicted by others. The challenge, then, is to find a common place for different cultures.
  
  Barry,
  Sorry, those are not my words... They come from an excerpt from Anholt's book, "Places".
  
  Paul,
  No slogans can be an option for global marketing.
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  Alan 'Brand' Williamson February 27, 2010 at 9:25am

  Branding in the Street
  
  Carnaby St 1960-2010: London street brand achieves longevity with a single future-focus in a fiercely-competitive category.
  
  OK Tipatinos, over to you to post your favourite fashion street brands - all around the world...

  

  Carnaby St 1960-2010: 50th Anniversary of London's Street Fashion Brand

  Carnaby St 1960-2010: London street brand achieves longevity in a highly competitive marketplace through a single future-focus.
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  Paul Barnett February 26, 2010 at 12:47am

  I am surprised that nobody responded yet to the idea of "no slogans". Is that pushing things too far?
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  José Balido February 23, 2010 at 4:44pm

  The preferred term is "Tripatinos." :-)
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  Paul Barnett February 23, 2010 at 3:53pm

  Korea´s slogan just makes me cringe, as do most of these slogans, As for "It´s Better in the Bahamas" and "What Happens Here Stays Here", perhaps I am not the target audience they are designed to appeal to, but they certainly do not appeal. The Bahamas does, but the slogans actually put me off, rather than attract me. Perhaps no slogan is the best option - I see it´s the option many countries are going for. Then the focus can be on what matters.