The document discusses the role of culture in city and country branding. It argues that culture is a powerful attractor and differentiator that defines a place. It provides examples of how elements like food, architecture, events and governance transmit a place's culture. The document also examines lessons from Cork, Ireland's branding strategy, which uses the cultural offerings and assets to attract tourists, talent and investment. It emphasizes communicating culture through events, people and unique characteristics to differentiate a place.
The Key Role of Culture in Place Brand Strategy for Destinations, Cities and Nations
1. The Role of Culture in City Branding
Lessons for Country & City Brand Strategy
2. Content of presentation
• My take on place & destination branding
• The important role of culture in city &
nation branding
• What can we learn from city branding?
• Communication lessons for country
branding
3. What is place branding about?
Some places think that place branding is about a
new logo and catchy tag line
4. What is place branding about?
Historically place branding has been concerned with
selling places to tourists
5. What is place branding about?
And it’s also typically been concerned with selling
places to inward investors
6. What is place branding about?
And in the past many place brand
strategies have ignored internal domestic
audiences
7. What is place branding about?
Brand strategies are increasingly about the
retention and attraction of talent
8. What is place branding about?
Brand strategies are increasingly about the
retention and attraction of business
9. What is place branding about?
Its about planning, improving and
developing the offer and experience
10. What is place branding about?
It’s about communicating
the Offer and Experience
11. What is place branding about?
It’s about communicating to target market
audiences (internal & external)
12. What is place branding about?
It’s about telling the story of your place
13. What is place and destination branding?
It’s about where you have come from
14. What is place and destination branding?
It’s about where you are now
15. What is place and destination branding?
It’s about where you are going to
It’s about where you are going to
57. Cork – key cultural brand messages
Core Brand Proposition
Cork is “Big on Life”
58. Cork – key cultural brand messages
Cork is a great place to move to for work and
to live, with the bonus of a vibrant and
varied cultural offer
59. Cork – key brand messages
Cork offers you insights into traditional
Irish culture
60. Cork – Quality of life brand messages
You can meet on a mountain
top after work, sail around a
harbour, along the Atlantic
coast or visit an island by boat
61. Cork – Quality of life brand messages
We conserve and protect our natural assets for the
benefit of future generations
62. Cork – Quality of life brand messages
Cork is a place that puts you at ease
63. Cork – Quality of life brand messages
Cork is a place that captures
your heart and soul through
its spirit
74. A important thought to take away
Regarding nation branding and culture…..
“What countries need is for people around the world to
have a richer, deeper, more complex, more nuanced, more
democratic, more chaotic, more human view of their land,
their population and their civilisation—not a fabricated
stereotype to replace the inherited stereotype.”
Simon Anholt
75. Thank You
Malcolm Allan
Managing Director
Placematters Ltd
P: +44 1342 829 012
M: +44 7803 356 310
E: malcolm.allan@placematters.co
W: www.placematters.co
Twitter: @MalkyAllan
Blog:
www.malcolmallan-placebrander.blogspot.co.uk
Member UK Academy of Urbanism
Member US Placemaking Leadership Council