nation brand builders · 2019-09-06 · • the nation or place brand strategy survived political...

Nation Brand Builders

City Nation Place Latin America and Caribbean

Jose Filipe Torres

September 2nd 2019

2000 2005 2019

A short retrospective covering 44 countries, regions and cities

Chapter I.

Nation and Place Brand Adventures

Chapter II.

Nation Brand Builders

They all have this in common:

Bloom ConsultingCountries Regions and Cities

They all have this in common:

• They actually had a Nation Brand or Place Brand strategy(or a strategy to manage their reputation for the purpose of building a specific perception).

Bloom ConsultingCountries Regions and Cities

They all have this in common:

• They actually had a Nation Brand or Place Brand strategy(or a strategy to manage their reputation for the purpose of building a specific perception).

• Their Nation or Place Brand strategy was relevant to their audiences.

Bloom ConsultingCountries Regions and Cities

They all have this in common:

• They actually had a Nation Brand or Place Brand strategy(or a strategy to manage their reputation for the purpose of building a specific perception).

• Their Nation or Place Brand strategy was relevant to their audiences.

• Most of their actions, activities and policies were consistent and coherent with the Nationor Place Brand strategy. They “walked the talk” even when in moments of crisis.

Bloom ConsultingCountries Regions and Cities

They all have this in common:

• They actually had a Nation Brand or Place Brand strategy(or a strategy to manage their reputation for the purpose of building a specific perception).

• Their Nation or Place Brand strategy was relevant to their audiences.

• Most of their actions, activities and policies were consistent and coherent with the Nationor Place Brand strategy. They “walked the talk” even when in moments of crisis.

• There was reasonable consistency amongst local stakeholders when implementing the strategy.

Bloom ConsultingCountries Regions and Cities

They all have this in common:

• They actually had a Nation Brand or Place Brand strategy(or a strategy to manage their reputation for the purpose of building a specific perception).

• Their Nation or Place Brand strategy was relevant to their audiences.

• Most of their actions, activities and policies were consistent and coherent with the Nationor Place Brand strategy. They “walked the talk” even when in moments of crisis.

• There was reasonable consistency amongst local stakeholders when implementing the strategy.

• The Nation or Place Brand strategy survived political changes or questioning, and they stuck to thatstrategy at least over the last fifteen years.

Bloom ConsultingCountries Regions and Cities

They all have this in common:

• They actually had a Nation Brand or Place Brand strategy(or a strategy to manage their reputation for the purpose of building a specific perception).

• Their Nation or Place Brand strategy was relevant to their audiences.

• Most of their actions, activities and policies were consistent and coherent with the Nationor Place Brand strategy. They “walked the talk” even when in moments of crisis.

• There was reasonable consistency amongst local stakeholders when implementing the strategy.

• The Nation or Place Brand strategy survived political changes or questioning, and they stuck to thatstrategy at least over the last fifteen years.

• They had good media coverage.

Bloom ConsultingCountries Regions and Cities

They all have this in common:

• They actually had a Nation Brand or Place Brand strategy(or a strategy to manage their reputation for the purpose of building a specific perception).

• Their Nation or Place Brand strategy was relevant to their audiences.

• Most of their actions, activities and policies were consistent and coherent with the Nationor Place Brand strategy. They “walked the talk” even when in moments of crisis.

• There was reasonable consistency amongst local stakeholders when implementing the strategy.

• The Nation or Place Brand strategy survived political changes or questioning, and they stuck to thatstrategy at least over the last fifteen years.

• They had good media coverage.

• A resilient team of government officials was in charge of managing the Nation or Place Brand.

Bloom ConsultingCountries Regions and Cities

How to do it?

N1THINK STRATEGICALLY THE “CENTRAL IDEA”

Bloom Consulting Country Brand Wheel©

Central Idea

Bloom Consulting SpiderBrand ©

Digital Nation

The result of being consistent with “Digital Nation” Central Idea

Bloom Consulting © 2019

International companies perceive Estonian products as more advanced and “hip” compared to other countries’ industries

Digital Nation

Bloom Consulting © 2019

International investors perceive the country as a place where companies are more productive, more advanced and with a higher likelihood of success than in other countries they may consider investing in.

Digital Nation

The result of being consistent with “Digital Nation” Central Idea

Bloom Consulting © 2019

Out of the five dimensions, this is probably the one with the lowest direct impact on the country yet it definitely attracts the interest of foreign travelers.Nevertheless, at times one of the dimensions may have less tangible direct benefits from the “Central Idea".

The result of being consistent with “Digital Nation” Central Idea

Digital Nation

Bloom Consulting © 2019

For the international talented workforce it may be more appealing to live and work in the country since it is perceived as a place of opportunities. GivenEstonia’s highly dynamic and entrepreneurial spirit, good opportunities may arise.

The result of being consistent with “Digital Nation” Central Idea

Digital Nation

Bloom Consulting © 2019

Estonia is certainly well-regarded by the world population.

The result of being consistent with “Digital Nation” Central Idea

Digital Nation

They did it!

N2IMPLEMENTA MANAGEMENT STRUCTURE

N3SET UP A MEASUREMENTSYSTEM

Chapter III.

The Future

The Digital Identity of Nations and Places

Nation Branding 2.0

CONCEPTO

1CONCEPTO

3CONCEPTO

N

DASHBOARDS DE “INSIGHTS”

CRITERIODESELECCIÓN1✔CRITERIODESELECCIÓN2✔

CRITERIODESELECCIÓN3✔CRITERIODESELECCIÓN4✔

CRITERIODESELECCIÓN5✔

CRITERIODESELECCIÓN1✔CRITERIODESELECCIÓN2✔

CRITERIODESELECCIÓN3✔CRITERIODESELECCIÓN4✔

CRITERIODESELECCIÓN5✔

CRITERIODESELECCIÓN1✔CRITERIODESELECCIÓN2✔

CRITERIODESELECCIÓN3✔CRITERIODESELECCIÓN4✔

CRITERIODESELECCIÓN5✔

Data Behaviour

Time and Speed

Countries, regions and cities no longerneed ten years to build a perception. in a three-year period it is possible to build and manage a reputation.

However, easy comes, easy goes! Perceptions will be destroyed easierand faster. Those who react faster(especially to problems), combined withstrategic thinking,will be the ones with greater control over their image and reputation

Time and Speed

Countries, regions and cities no longerneed ten years to build a perception. in a three-year period it is possible to build and manage a reputation.

However, easy comes, easy goes! Perceptions will be destroyed easierand faster. Those who react faster(especially to problems), combined withstrategic thinking,will be the ones with greater control over their image and reputation

Digital Identity to Manage

Countries and places now have a Digital Identity that will influencenation branding.Those who realize this and take actionare the ones who will most likelysucceed in 2030.

This means a fundamental new look at the core competencies of themanagement structure in charge of theNation Brand.

Time and Speed

Countries, regions and cities no longerneed ten years to build a perception. in a three-year period it is possible to build and manage a reputation.

However, easy comes, easy goes! Perceptions will be destroyed easierand faster. Those who react faster(especially to problems), combined withstrategic thinking,will be the ones with greater control over their image and reputation

Digital Identity to Manage

Countries and places now have a Digital Identity that will influencenation branding.Those who realize this and take actionare the ones who will most likelysucceed in 2030.

This means a fundamental new look at the core competencies of themanagement structure in charge of theNation Brand.

Measurement and Correlation

Today world citizens interact withcountries, cities and regions in a liveand digital manner.

This means more digital legacyenabling new sources of measurementand correlation between a reputation’scause and effect. In the future, therewill be more and more datasets to look at and into aside from the existingCountry / Nation Brand Indexesor Rankings and “simple” quantitativeanalysis.

Welcome toNation and Place Branding 2.0

Get ready.

Thank you very much!

www.bloom-consulting.com

@bloomconsult