Comments

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  Paul Barnett September 10, 2010 at 7:41pm

  The train routes are interesting. Is it the routes or the trains that get branded? e.g. Orient Epxress, Blue Train etc? The air and sea routes I am not familiar with. I just wonder if, related to the trends in culture and heritage tourism, there isn't an opportunty to establish more branded routes that link places. I personally believe there is, and that there are big advantages in doing so. I think journeys of discovery relate well to a number of social and cultural trends.
  
  Although not thought of as a brand perhaps, I think The Grand Tour of Europe undertaken by British nobels from the early 17th Century was indeed a branded tourist route, and it's impact was great, socially and economically, for over a century. Not all of the impact was good of couse. This was also an early example of sex tourism and had significant environmental impacts.
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  Raymond Hall September 10, 2010 at 11:27am

  There are famous train routes (I could list a dozen off the top of my head, from Russia to Asia to Africa and australia) as there are famous sea routes (how about the transatlantic route), most of which are marketed to some extent. There are even air routes such as scenic journeys over Antartica. I think that we would be surprised at the great number, when we set about listing them!
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  Paul Barnett September 10, 2010 at 11:09am

  There are branded tourist routes in the world - Route 66, The Inca Trail and so on. I think they evolved as brands, and were not designed as such, and I am not sure if they are managed as such even today. I am interested to know why there are not more branded tourist routes. Is this an opportunity being missed?
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  Murad Hassan September 10, 2010 at 12:30am

  What you think of "Maldives, the sunny side of life!" ?
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  Max Pesling September 5, 2010 at 4:47am

  Hi Alan, Wish I'd seen this comment sooner. Totally agree with you about the "Madrid Only Happens in Madrid" being nonsensical. Reminds me of "Andalucia -- There's Only One." Huh??
  
  I like the United Hispanica theme in concept, but wonder how it would actually play out. There is, as you imply, a cultural clash between New and Old World Hispanics, but also among the many different nationalities of New World Hispanics... so an attempt to unite them in one campaign could prove fraught with potential pitfalls, to say the least. But... is it worth a try? I would certainly say so.
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  Alan 'Brand' Williamson August 17, 2010 at 7:45pm

  David
  
  Great point about Sporting Spain.
  But first BrandSpain has to drop small brand ideas such as campaigns based on 'Smile' and 'Need'. Likewise its capital city - Madrid - with nonsensical campaigns such as 'Madrid Only Happens in Madrid'.
  
  To get the brand debate going here, I would suggest BrandSpain and Madrid start to dig deep within the cultural clash between the Hispanic Old and New Worlds and perhaps build a new United Hispanica starting with a Sporting theme.
  
  What do Tripatinos think?
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  David Paul Appell August 13, 2010 at 5:37pm

  Excerpts from an interesting item I came across recently on the Grayling PR blog:
  
  Bread and Circuses: Winning the World Cup and the Brand ‘Spain’
  
  "Marketing experts know that there are only 72 hours to maximize momentum and take advantage of the effect of victory on consumer behavior. After that, consumers return to their old pattern and the fact is that with an unemployment rate of 20% and a flat GDP growth, it remains to be seen whether the Spanish start consuming again.
  
  But even if we concede that the world cup has no immediate effect on the economical cycle, the long term effects might be very positive because of the recovery of the brand ‘Spain’ after months of international speculation about a second ‘Greece’.
  
  ...the brand ‘Spain’ could win in importance even further, and might eventually become an asset for Spanish companies doing business abroad. Or how bread and circuses do contribute to reputation enhancement and, eventually, to growth."
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  Paul Barnett August 10, 2010 at 10:43am

  Looking at the last few comments, and taking account of earlier ones I suggest that a common theme is that any future focused campaigns need to be evolutionary, not revolutionary - an evolving story that people can relate to as it fits existing perceptions. This linking of the past and present to some future focus gives claims credibility. Taking innovation I think that the UK could point to innovation in the heritage of the nation, especially being the country that led the Industrial Revolution, the system of production that now prevails in most of the world. The Heritage of this is of interest to tourists I would suggest, and can be used to promote tourism, but this could be linked to country branding strategies to promote the country as a business destination, if there is justification that this innovation trend continues.
  
  One thing that the Brits are good at is re-inventing the past and presenting it in modern ways, especially in areas such as fashion and design. I am actually in the process of creating a luxury consumer goods brand based on this Heritage Inspired concept.
  
  This linking of past, present and future in campaigns can help avoid confusion and dilution of the message. The Industrial Revolution as part of our tradition and heritage, linked with the message about innovation is the best illustration of this I can think of. The campaign audience might then see the logic in the message.
  
  Alan's comment about past and future rail heritage in Nabraska may work on this level also?
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  Alan 'Brand' Williamson August 10, 2010 at 7:59am

  Hello Northeast News
  
  Thanks for starting a new and exciting discussion on State Branding USA:
  
  Michigan
  The branding issue here is: Should Michigan have moved from a narrow-focused 'The Great Lakes State' to a wider-focused 'Pure Michigan'? Will 'Pure' survive over the next 2 years or will 'Lakes' prevail?
  
  Nebraska
  To find the great state of Nebraska's big brand idea, look for the cultural clashes and collisions.
  
  I'll kick-start the search by looking at the culture clash between rail travel and air travel. Nebraska has a great railroad heritage, culture and infrastructure: Home to the world's largest railroad yard. With the recent announcement that $8billion is to be invested in high-speed rail projects, could Nebraska build a future-focused big brand idea on the renaissance of great railway journeys - for tourism as well as inward investment and exports (ie. new jobs)?
  
  Over to you Tripatinos...
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  Northeast News August 10, 2010 at 12:01am

  USA Today has decided to explain branding:
  
  "A branding success such as Pure Michigan, which has made www.michigan.org the most-visited state tourism website,is "not just a marketing campaign," says Mitch Nichols, a Phoenix-based consultant.
  
  "It repositions the very identity of the state."
  
  Some states have a brand. Maine is lobster and lighthouses, Vermont cows and maple syrup, Florida sea and sunshine. But what is Kansas or Ohio or North Dakota? Tourists want to know. And so, seemingly, do the state's own residents.
  
  That's why state officials hire branding consultants, who try to peer into a state's soul and plumb its psyche in order to grasp its essence, which can be expressed in a catchy slogan, sharp logo and hummable tune."
  
  Did they get it right? And can anyone here brand Nebraska?