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Suedtirole case
- 1. Building strong regional
brands: South Tyrol
Lofoten, June 1st 2010
presented by Angela Knewitz, Brand Innovation Director
MetaDesign Visible Strategies
© MetaDesign 2010 page 1
- 3. Introduction to place branding
Place branding has been
around since ages, in
order to provide …
© MetaDesign 2010 page 3
- 7. Tourism
Since the beginning of the 20th century, regions are heavily
competing for visitors.
© MetaDesign 2010 page 7
- 8. Tourism
And they still do.
© MetaDesign 2010 page 8
- 9. Global markets
Regional specialties are popular. With strong branding they
can prevail in the face of tough competition from huge
multinationals and their mass-produced industrial goods.
© MetaDesign 2010 page 9
- 10. Political involvement
Politics play a key role in terms of structures, opportunities
and risks. Different people and organizations are responsible
for tourism, foreign investment and export marketing.
© MetaDesign 2010 page 10
- 11. Mind the cliché
The image of a country is often a caricature of reality –
the diversity is missing! Consider brand drivers that are
significantly more complex than those for companies.
© MetaDesign 2010 page 11
- 12. Your stakeholders
Internal communication is mission critical due to the
emotional impact and need for support!
© MetaDesign 2010 page 12
- 13. The future is here!
In many regions, the young generation has lost the
connection and sees no future if they stay. They move
abroad to study and might not come back afterwards.
© MetaDesign 2010 page 13
- 14. Competition
More and more countries and regions are competing
intensely for tourists, investors and buyers of their products.
© MetaDesign 2010 page 14
- 15. Tourism Products (export)
Landscape, climate, places of interest, Typical products and companies from
infrastructure etc. the region etc.
People Government/politics
Character/values, Political system, laws (e.g. taxation),
famous personalities etc. government approach etc.
Region
Culture Regional factors
Cultural heritage, present-day offerings Infrastructure as seen by companies and
(film, music, art and literature) residents
Complexity
Innumerous factors influence the strategy and the success of
a place branding project.
© MetaDesign 2010 page 15
- 16. A trip to South Tyrol
About creating a sucessful umbrella brand
© MetaDesign 2010 page 16
- 31. Initial situation
South Tyrol anticipated
growing competition and
price pressure – despite
an unemployment rate
of 3% and continious
GDP growth – because its
structures were geared to
quality and not to bulk
production.
© MetaDesign 2010 page 31
- 32. Initial situation
Numerous brands were
vying for attention ...
© MetaDesign 2010 page 32
- 33. Initial situation
... without unique
positioning ...
Emotional
Traditional Modern
Rational
© MetaDesign 2010 page 33
- 35. Objectives
Develop an umbrella brand to …
• Establish a common, powerful visual presence
• Pool energies, exploit synergy potential and facilitate
transfer of a common image
• Meet varying requirements and EU regulations
© MetaDesign 2010 page 35
- 37. The vision and its aspects
Nature is an asset – Dolomites, valleys, lakes and 300
days of sunshine a year.
© MetaDesign 2010 page 37
- 38. The vision and its aspects
Exploit contrasts – German/Italian, tradition/modernity, etc.
© MetaDesign 2010 page 38
- 39. The vision and its aspects
Taking root and taking wing – opening up to the world while preserving identity
© MetaDesign 2010 page 39
- 40. friendly
edgy and warm-hearted Distinguishing
core values
rich in contrast
rich in tradition
credible
Core values
unhurried/enjoying life natural
self-confident dumplings & spaghetti
valuable reliable
Basic values
vigorous stable authentic
© MetaDesign 2010 page 40
- 41. The positioning statement
South Tyrol is a symbiosis
of the Alpine and the
Mediterranean, of
spontaneity and
reliability, and of nature
and civilization.
© MetaDesign 2010 page 41
- 45. Panoramic view of the Dolomites
Accentuating prominent points
Colored band
South Tyrol panorama
© MetaDesign 2010 page 45
- 68. The working group
Politics Tourism Products
Government South Tyrol Chamber of South Tyrol Apple Consortium Sennereiverband South Tyrol
Marketing Tade and (VOG und VI.P) South Tyrol South Tyrol Wine
Association (SMG) Commerce Speck
Dr. Ulrich Stofner Dr. Christoph Engl Dr. Paul Dr. Gerhard Dr. Franz J. Alfons Hainz Luis Frötscher
Zandanel Dichgans Mitterutzner
Dr. Hansi Felder Dr. Stephan Dr. Annemarie
Gander Josef Wielander Kaser
Dr. Jörg C. Rainer
Dr. Monika Mayr
© MetaDesign 2010 page 68
- 69. Milestones in brand development
4th Quarter, 2003 1st Quarter, 2004 2nd Quarter, 2004 3rd Quarter, 2004 4th Quarter, 2004 2005
Sept Oct Nov Dec Jan Feb Mar April May June July Aug Sept Oct Nov Dec Jan
Kick-Off
Workshops Brand identity, -architecture and positioning
13. November 2004
Entscheidung Marken-Strategie
Moodboard/Logo development 30. Januar 2004
1. Logo-Präsentation
Development of two
design directions
5. März 2004
Entscheidung Logo-/Design-Ansatz
Development Basic Design
elements
April/Mai
Sektoren-Präsentationen und
Markentag auf Schloss Tirol
Finalisation
Basic Design Elements,
Development of Quality Seal
22. Juli
Präsentation Landeshauptmann
Government approval,
Pilot applications
30. November
Pressekonferenz
Portal/Introductory
campaign
Launch
© MetaDesign 2010 page 69
- 70. Milestones in brand implementation
2004 01 Quartal, 2005 02 Quartal, 2005 03 Quartal, 2005 04 Quartal, 2005 01 Quartal, 2006
Dez Jan Feb März April Mai Juni Juli Aug Sept Okt Nov Dez Jan Feb März April
Continuous Consulting of the council and brand management in strategic and design aspects
21.-30. Januar 2005
erster Messeauftritt der Dachmarke
auf der Grünen Woche in Berlin
15. März 2005
Journalistenbesuch zur ITB
April 2005
Vinschger Bahn im Look&Feel
der Dachmarke
3.-4. Mai
1. Grafiker Workshop
in Bozen
Milk industry: Strategy and Branding
September
1. Anzeige mit Qualitätszeichen
(Milch) i.d. Lebensmittelzeitung
Milch-Workshop
Fair stand: Concept, Design, Tendering Messestand-Workshop
Oktober
Finale Entscheidung für das Standkonzept
und Start der Ausschreibung
Integration of quality seal on packaging (bread, apple juice, Grappa, honey)
November
EU-Genehmigung des Qualitätszeichens
South Tyrol apple g.g.A.Brand: Brand Strategy and Design 2.-4. Februar 2006
Apfel-Workshop Präsentation Südtirol Apfel g.g.A.
auf der Fruit Logistica in Berlin
© MetaDesign 2010 page 70
- 71. What have we achieved?
• In tourism approx. 80% of companies and nearly all
regions have implemented the new brand
• 100% of qualified companies use the new seal of approval
for agricultural products
• Today more than 2,500 companies communicate the new
brand
• In addition, more than one billion products with the South
Tyrol label are exported each year – as trade ambassadors
for South Tyrol
© MetaDesign 2010 page 71
- 72. Branding South Tyrol
Lessons learned –
success factors in place
branding
© MetaDesign 2010 page 72
- 73. A hand is stronger than five
fingers
01 • Regional branding projects can achieve their
greatest potential when they are approached
holistically
• Government, businesses and society as a whole
need to join forces and create synergies
• Piecemeal solutions are not beneficial to brand
strategy
© MetaDesign 2010 page 73
- 74. The courage to focus
02 •
•
In developing strategy, do not aim for the lowest
common denominator
Focused interaction of design and communication
is what gives a brand a clear, unmistakable profile
• The number and diversity of stakeholders and
products make this a great challenge
© MetaDesign 2010 page 74
- 75. The power of visual
communication
03 •
•
Design is particularly important in regional
branding projects
Visual communication is what turns the common
strategy into an experience for the senses, creating
a marker that allows the many stakeholders to
appear as one
• An attractive look reaches people’s hearts – in the
market and in the region
© MetaDesign 2010 page 75
- 76. Unity in diversity
04 •
•
Existing brand owners are often worried that they
will lose their own identities
But that is not the goal: everyone can and should
continue to tell their own story – in the context of
the big story
• The target is two-way image transfer, because the
whole is more than the sum of its parts
© MetaDesign 2010 page 76
- 77. Don’t push – pull
05 •
•
Branding is not a democratic process
This is a tremendous challenge for regions, as there
is no central authority to take decisions – in
contrast to companies
• It is therefore important to inspire this
decentralized group of stakeholders for the
common idea
© MetaDesign 2010 page 77
- 78. Five first steps to brand a country or region
1. Establish a working group with opinion leaders from
politics, business, culture and media.
2. Identify the image the brand has among relevant
stakeholders at home and abroad.
3. Develop a clear and simple brand idea or story, one that
everyone understands and acknowledges.
4. Translate this idea into a strong, appealing and flexible
design. And note: a brand is more than a logo!
5. Make sure that the brand is not only implemented,
but embraced and loved.
© MetaDesign 2010 page 78
- 79. Thank you
Looking forward to
seeing you in Berlin
© MetaDesign 2010 page 79