1. ..... Statement
magazine
Spring 2008 # 15
o n r e a l e s t a t e d ev e l o p m e n t
Area development ..........
connecting uses and users
Blurring borders between ..........
public and private space
..... Simon Anholt:
‘Places have a certain truth about them’
By ING Real Estate ..............

2. Simon Anholt, leading expert on place branding:
‘There are
no shortcuts
to a better
reputation’
A good image is a valuable asset. Place branding expert Simon
Anholt tells governments, corporations and developers how
they can manage their brand: ‘Places are not like products.’
By Ro b H a r t g e r s , p h o t o g r a p hy : C h r i s G l o a g / D e Be e l d r e d a k t i e

3. Branding
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4. ‘Branding is not about
hen Simon Anholt first coined
communications – it’s about
W the phrases ‘place branding’
and ‘country branding’ 12 years
ago, the British press denounced
him as the ‘evil priest of globali-
sation’. ‘People were upset,’ explains Anholt.
‘They assumed I wanted to turn the nation
state into a product.’ Anholt stood his ground
doing real things to earn
that positive reputation’
stuck with a bad image you constantly have remained. The initial scepticism has been
and confronted his critics: ‘I never meant to apologise. Image matters in all possible replaced by unrealistic expectations. ‘People
that you can just “rebrand” Britain, Africa, circumstances.’ expect miracles from branding,’ says Anholt.
or any other country or region. That’s ridicu- ‘But there are no shortcuts to a better reputa-
lous! There are simply too many factors you True stories tion. The story has to be objectively exciting
are not in control of. Place branding is not Managing a national or regional brand is and has to be demonstrated. In the end,
the same as marketing. Marketing is about complicated because of the many stake- places get the reputation they deserve. You
selling something. It is a repetitive strategy. holders. The tourism authority may prefer can’t argue with a public image. You have to
Branding is cumulative; it is about building a a picturesque, unspoilt and rustic image, ask yourself what you have done or failed
positive reputation over a period of time, not while the inward investment board finds to do to get an image, and what you can do
about communications – it’s about doing real this image not very helpful when it is trying to change it.’
things to earn that positive reputation.’ to attract investments in local industries.
On the smaller end of the scale, when
The harsh criticism in the British press did it concerns area development, applying
not prevent Anholt from building a highly branding techniques is easier, thinks Anholt.
successful career as a branding guru. The ‘The first requirement is that you involve all
Economist dubbed him ‘one of the world’s the stakeholders. Not just the developers,
leading consultants to governments who but also the future residents. Try to find
wish to build global brands’. He has addressed out what their aspirations are, and if there
the United Nations, advised multinationals is common ground. Look at the surround-
and works with politicians, business and ings and at the history of the place. Ignoring
civil leaders of around 15 countries, cities those factors is dangerous. People may have
and regions, helping them develop policies, a certain view of an area and you will find
strategies and investments to improve yourself fighting their prejudices. My job is to
their international standing and reputation. look at all the evidence, to talk to people and
Anholt also founded three global surveys of ask: what is possible? What is the real story
the reputations of places: The Anholt Nation of this place?’
Brands Index, City Brands Index and State ‘Places are not like products,’ stresses
Brands Index. Anholt. ‘If you want to market a product,
you can put together a creative team and
Self-defence tell them to invent a story. You cannot do
Long before Anholt started his surveys, places that with places. Places have a certain truth
carried a brand image. There have always about them. The story has to be both true
been ‘friendly’ and ‘unfriendly countries’, or and interesting. If the story is cool enough,
‘good’ and ‘bad neighbourhoods’. Because of people will start telling it to each other.’
globalisation, mass media and the internet, Although compromises are inevitable when
these images have gained in importance. constructing a brand, Anholt warns against
A ‘good’ or a ‘bad’ image can make the too much sophistry: ‘When large sums of
difference between a booming economy and money are at stake, it is hard to come up
economic failure. ‘Taking control of your with a story that is not bland. But in the end,
own image is not a choice,’ says Anholt. ‘It an edgier story is more rewarding.’
is a matter of self-defence. If you don’t do it
yourself, others will do it for you. Your image Unrealistic expectations
is an import asset. It has a profound impact Place branding has come a long way since
on what a place achieves. A good image can Anholt first introduced the concept 12
make life a whole lot easier, but when you are years ago. But the misunderstandings have
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