BRANDOPIA

By George: The Aroma of England

A creative conversation between Des and Tina, Brandopia's mythical brand developers

DES: Enjoy England, the tourism campaign of Visit England, has launched its latest promotional campaign based on a perfume branded 'By George', the official 'Smell of England'.
TINA: A brand tactic that isn't just off-code, but guaranteed to send visitors to brand leader and Euro-neighbour - France!

DES: It wasn't so long ago when that same organisation launched its most successful promo ever: England Rocks! - complete with words and music - known around the world.
TINA: An on-code tactic if there ever was one.

DES: Swiftly followed by yet another on-code promo - Comedy England
TINA: To discover Brand England's cultural source code simply read our creative conversation on that very subject by simply clicking here. 

'Brand' the Marketect says:

Every promo should pass the on-code test - the cultural source code for your destination brand

The Cyprus Contradiction

A creative conversation between Des and Tina, Brandopia's mythical brand developers

DES: It was reported yesterday, that Sir Stelios Haji-Ioannou, the founder of easyJet, is to invest just under £1million to encourage entrepreneurship in Cyprus as part of a strategy to help bridge the cultural and political divide between the island's north and south.
TINA: We discussed this very subject under a creative conversation titled One-Brand-Two-Brand-Owners.

DES: Sir Stelios clearly understands the brand concept that big brand ideas could be found at the intersection where cultures collide, conflict, contradict and clash.
TINA: He was quoted as saying: "When money talks, people set aside their differences."

DES: Watch this place as a big brand idea unfolds for this divided nation.

'Brand' the Marketect says:
"Only place pioneers rush in where cultures clash and collide"

The State of UK Destination Branding

A creative conversation between Des and Tina, Brandopia's mythical brand developers

DES: Both of us were saddened at how poor the quality of the destination branding was at last week's Best of British Travel Trade Forum at London's Excel.
TINA: It seems the larger the brand, the worse the branding got.

DES:From country brands such as England, Wales and Scotland to regional brands such as South West and South East England to county brands such as Somerset, Northumberland and East & West Sussex.
TINA: It seems they were all playing the 'come visit us because we've got everything for you branding game' - from heritage and history to landscapes and architecture.

DES: Even our favourite county brand - Kent - seems to be getting a tad bored with its big brand idea: The Garden of England.
TINA: While the state of UK destination branding is pretty desperate, we did however find a rare glimmer of hope.

DES: Yes, well done the county of Warwickshire, totally focused on its major asset: Shakespeare.
TINA: Its sub-brands - Warwick Castle, Rugby, Coventry and Leamington Spa - all taking a backseat to Shakespeare's birthplace: Stratford-upon-Avon.

DES: Warwickshire has certainly bought into our brand mantra: Find a narrowly-focused big brand idea from your past but which also has a big future
TINA: So Shakespeare Country can't just rest on its quill pen, it now needs to future-focus Shakespeare's great works - from Hamlet to Twelfth Night - by not only making the plays and poems of the Great Bard relevant to contemporary society, but it must also script out a prosperous future.

'Brand' the Marketect says:

"First attract with a single branded proposition, then distract with multiple products and experiences ."

The Czech Republic Part 3: The Country Brand

A creative conversation between Des and Tina, Brandopia's mythical brand developers

DES: In Part 2 we discussed the branding of the two main regions of the Czech Republic -  Bohemia and Moravia - which begged the question: What's the big brand idea for the country brand?
TINA: Sadly, last year's attempt at designing a logo and strapline based on speech bubbles to reflect the many facets of Czech life, is typical of many misplaced place branding efforts - trying to satisfy all stakeholders but failing to capture and dominate a single market segment.

DES: OK Tina, let's see if we can ID a couple of areas where a big brand idea might be lurking for this ambitious nation.
TINA: One of the most promising areas to immerse oneself is the Republic's transition from behind the Iron Curtain - as one of the former Soviet Satellites - to what I would call the Glass Curtain.

DES: I think you must be referring to the fact that almost every Czech home doubles-up as a glass showcase for the nation's visual artistry - a sort of window to the Czech soul.
TINA: The World's Glass Studio - so to speak.

DES: The other area of promise can also be found throughout the country, but it is in the capital city - Prague - where the cultural contradiction is most visible.
TINA: You must be talking about Prague's skyline - dominated by some 200 Church spires - yet at ground level, over half its population claim to be Atheists.

DES: Calling all Czech-oriented place pioneers, here are two promising areas of cultural contradictions to immerse yourselves in - your best chance to find that single, future-focused big brand idea to drive your nation towards a prosperous and sustainable future.

'Brand' the Marketect says:
"Find your destination's future where only place pioneers would dare to explore - in the unchartered territory of cultural clashes, conflicts and contradictions."

Note:
Please click here for the post:The Czech Republic Part 1 - The Name Game

The Czech Republic Part 1: The Name Game

A creative conversation between Des and Tina, Brandopia's mythical brand developers

DES: 'The Czech Republic' is a great brand name for a relatively new country, but with one small problem - comprising five syllables, it's a mere one syllable too long.
TINA: There's been a heated but constructive national debate over the last few years as to what the short form name should be.

DES: One of the favourites to emerge is 'Cesko' or the English language version - 'Czechia'.
TINA: Sadly 'Czechia' is pronounced by most foreigners as 'Chekia' - which is very harsh-sounding to most Czechs, who prefer the rather soft-sounding alternative pronounciation - 'Schekia'.

DES: And trying to educate English speakers to use the softer-sounding pronounciation is a tricky marketing challenge.
TINA: But well worth the effort in terms of economic and cultural progress for the country.

DES: Also for many Czechs - particularly the younder generation - there's the false analogy that 'Cesko' is the part that remained after the detachment of Slovakia from Czechoslovakia.
TINA: A situation they would rather forget despite the peaceful 'velvet divorce'  or country separation in 1993. A worldwide trend that's bound to continue as globalisation triggers its opposite effect - tribalism.

DES: But along with the brand name strategy is the need to develop a big brand idea for the country, which we'll discuss in Parts 2 and 3.

'Brand' the Marketect says:
1. "If your destination is saddled with a bad brand name - change it".
2. "If it's politically impossible to change the name - adopt a nickname - inspired by a big brand idea".
3. "Ensure your brand name is acceptable in the world's major languages".

Slovakia-Slovenia-Slavonia: Triple S-Vision

A creative conversation between Des and Tina, Brandopia's mythical brand developers

DES: The 'velvet divorce' between the Czech Republic and Slovakia has created not only new opportunities for both countries but also a major recognition headache - particularly for Slovakia.
TINA: I think you're referring to the confusion between the Slovakia and Slovenia brand names.

DES: You may recall, when the then Governor of Texas, a certain George W Bush, was asked a question by a Slovak journalist, infamously answered "The only thing I know about Slovakia is what I learned from your foreign minister who came to Texas". Confusingly, Bush had met the leader from the Balkan state of Slovenia, not Slovakia.
TINA: Now throw in Slavonia - not a nation state, but a province of modern-day Croatia - and you have triple S-vision confusion.

DES: So what are the destination leaders of Slovakia to do?
TINA: Short of changing its name - a political hot potato - or reverting to its official name - The Slovak Republic - a 6-syllable mouthful - Slovakia is in urgent need of a big brand idea to propel it to the top of the leader board in the central European name game.

DES: Ironically, the clue for a big brand idea can be found within the names of Slovakia and Slovenia - as well as Slavonia - who have all preserved the ancient S-L-A-V name within their country names.
TINA: By creating and championing a new Slavic brand category, all three destinations have the perfect opportunity to re-position their brands within a new exciting category.

DES: The situation is very similar to that found in Central America, where a number of destination brands - from Guatemala to Belize to El Salvador to western Honduras to southern Mexico - are all poised to develop a category based on the ancient Mayan civilisation. Witness the Riviera Maya - a fabulous sub-brand of the Mayan category.
TINA: The big question here is: Which middle European destination will be first to claim pole position to champion the Slavic brand category? (See Footnote: Bratislava).

'Brand' the Marketect says:
"The expansion of European unionism triggers the opposite effect: The proliferation of European tribalism - opening up unrivalled opportunities for destinations - throughout the Continent - to re-position themselves within new, brand-building categories".

Footnote:
Slovakia's Bratislava is the only European capital city with the important four S-L-A-V letters within its brand name - an outstanding opportunity for the city to position itself on a global stage as the Capital of a virtual Slavic brand category.

England or Britain - Differentiate or Decline

A creative commentary by Alan 'Brand' Williamson, Destination Brand Developer, published and broadcast online and offline in April 2006

"During great sporting spectacles involving English teams - from FIFA's Football World Cup to the Webb Ellis Rugby Union Trophy to The Ashes Test Cricket series - one cannot help being overwhelmed by the breakout of patriotic English flag-waving throughout this green and pleasant land. But it's not just the big sporting events, we're also witnessing a smaller but growing annual rash of red and white around the 23rd of April – St George's Day – in pubs, clubs and shops up and down the country.

So as a Destination Brand Developer, based in England, I have to swallow hard when people I meet tend to confuse Britain with England and I'm not just talking about our American friends. I'm also pointing the finger at some of my own compatriots right here in this land of ours.

And with the continuing onslaught of globalism triggering the opposite effect – tribalism - it's time, fellow place pioneers, to build an England brand – a brand that's different from the Britain brand. A brand that's unique, with a built-in future focus – worldwide!

Differentiate or Decline
The big question is: How can England differentiate itself, not only at home but also abroad?

I believe the first key is to avoid doing what most nations and destinations tend to do: try to be all-things-to-all-people. Next, England must focus on its primary strength and not on its secondary strengths. And finally, it mustn't just promote its glorious past but invest its past in order to fashion a fabulous future.

So let me cut to the chase and tell you what I think England's big brand idea should be - and why? And it's not the obvious - England's picture postcard geography, or its long and illustrious history, but its people – specifically, the language of its people – English – its mother tongue and its greatest export. 'The Lish' – my nickname for the English language – is considered by many to be the 'software-for-the-universal-mind' and soon, the defacto standard on the Internet.

A good test for a big brand idea is to ask: Does it have an enemy or competitor? Well, one of the Lish's brand extensions, American-English, is threatening to dominate the globe, thanks to Brand America's mega media brands – Hollywood, CNN and Voice of America to name just three brands. That's the bad news. The good news, however, is that England can recover its leadership status by positioning itself as the source of 'The real thing', 'The authentic and original', the 'Home of the world's language'.

The Human Touch
The Lish touches all aspects of human endeavour in the English-speaking world: medicine, law, business, technology, culture, education, government - the list goes on and on. It has generated brand extensions the world over – from American-English to Australian-English (Strine) to Singaporean-English (Singlish) to Indian-English (Hinglish) to Caribbean-English to Urban Rap. Not forgetting its local varieties – Scouse, Geordie, Brummie, Estuary English, Cockney, Shakespearean English, Legalese, Shorthand and Texting to name just a few, with many more varieties and innovations already in development, and more to come in the future.

Meanwhile over at the icons.org.uk website, you'll witness first hand the confusion between the England and Britain icons – from a cup of tea to the Spitfire. And while you're there please read and vote for the Lish's iconic Oxford English Dictionary – Brand England's universal symbol for “English Spoken Here”.

Now let me think, for my next overseas trip, which flag shall I stick on my knapsack – the Union Jack or St George's Cross?"

Italy: The World's Design Studio

A creative conversation between Des and Tina, Brandopia's mythical brand developers

DES: The race for the prestigious Top Five Country Destinations is hotting up.
TINA: With brand leaders - France and Spain - in complacent mode, it's a unique time for Italy to regain its No.4 spot from China, while Brand America, at No.3, experiences a temporary blip in its global reputation.

DES: The dominance of France's wine culture is being gradually eroded in many geographic markets by the onslaught of New World wines. While Spain sadly flits from one brand idea to another - from 'Spain Marks' to 'Smile, you are in Spain'.
TINA: So this is a once-in-a-lifetime opportunity for Brand Italy to find a big brand idea with a future-focus instead of just relying on its powerful regions, resorts and cities - Tuscany, Sardinia, Rome, Florence and Venice, to name just five destination sub-brands.

DES: Italy's big brand idea needs to transcend the whole of the country. You should ideally find it in its geography, its history, and most importantly - its people.
TINA: For me there can only be one word that describes Italy's big brand idea - Design!

DES: I agree. Design flair comes built-in within the DNA of most Italians. They come pre-loaded with designer genes.
TINA: Witness the daily domestic ritual of the collective evening stroll - the passeggiata - a sociable affair in every Italian city, town and village, where the strollers become mobile VDUs - visual display units.

DES: Add the fact that Italians excel at circumventing rules, and you have the perfect platform for developing designs that are futuristic or functional, elitist or democratic.
TINA: From the Renaissance to the modern era, Italian design is seen and experienced everywhere. At home - in interior designs and exterior architecture & landscapes, as well as abroad - American furniture, Japanese cameras, German luxury cars, and French family cars.

DES: Welcome to Italy: The World's Design Studio.
TINA: Or as the Italians might say: Benvenuti in Italia: lo Studio di Design del Mondo.

'Brand' the Marketect says:
"Country brands should avoid falling into the 'we-have-something-for-everybody' trap. They should have the confidence to focus on a single big brand idea and allow their sub-brands - regions, cities and resorts - to focus on theirs."

Footnote:
Special thanks to the press office of the Italian State Tourist Board in London for help with this post.

England the Brand

A creative conversation between Des and Tina, Brandopia's mythical brand developers

DES: The winning of the coveted Ashes trophy by the England cricket team got me thinking about the England brand.
TINA: Most people tend to confuse the England brand with the Britain brand.

DES: Technically, England is a nation with a distinctive culture whereas Britain is a purely political construct of several nations including England, Scotland and Wales - each with their own distinct identities.
TINA: In terms of a hierarchy of destination brands, the Britain and England brands need to be differentiated with their own individual big brand idea.

DES: 'Cool Britannia' was an interesting attempt in the late 90's at building a brand for Britain.
TINA: A brand concept which was very London focused and failed to fully include the other nations, with token gestures of 'Cool Cambria'  for Wales and 'Cool Caledonia' for Scotland.

DES: But for now let's talk about the England brand.
TINA: First, I think it's important to point out what the England brand is not. Phrases like 'Enjoy England' or 'Experience England' are not big brand ideas, but mere advertising slogans. It's like telling consumers to 'Buy my product'.

DES: I agree. England needs to be positioned as an international brand with a big idea that has a big future.
TINA: The most obvious big brand idea with a global reach, is the phenominal growth of England's mother-tongue: English - the world's most widely spoken language.

DES: As the 'Home of the World's Language', England has a unique differentiator.
TINA: And as blog buddy, Laura Ries, might recommend - A good test for a big brand idea is to ask: Does it have an enemy or competitor?

DES: With so many flavours of the English language around the world, one of them - American English - is threatening to dominate the globe through its mega media brands: Hollywood, CNN and Voice of America, to name just three. (See footnote - David Wu)
TINA: So England needs to re-establish its authority and authenticity as 'the real thing', by embracing all the various English language flavours or brand extensions - from Australia's 'Strine' to Singapore's 'Singlish' to urban 'Rap', not forgetting its home-grown varieties such as Cockney, Geordie and Shakespearean English - powerful tools for generating in-bound tourism. (See footnote - Li Yang).

DES: From comedy, to poetry, to lyrics, to literature, to sport, to legal - the English language is destined to become the primary 'software for the universal mind' and the de facto standard on the Internet - a fully-integrated tourism, inward invesments and exports strategy for England the Brand.
TINA: Brand Britain - we haven't forgotten you - your time is coming, so watch this place!

'Brand' the Marketect says:
"Sometimes a big brand idea is like the air we breathe, invisible - out of sight and out of mind - until its use or availability or quality is threathened".

Footnotes:

David Wu is a Taiwanese-American entertainer who teaches the latest American-English slang in China. Not in your average classroom but on one of the most popular Chinese television programmes: a five-minute slot called Go West.

Li Yang is an English language teacher in China with a USP. He calls his style 'Crazy English' which is based on shouting slogans and catchphrases against a background of pulsating rock music. His venues? Stadiums with a minimum capacity of 20,000.

Cyprus - One Brand, Two Brand Owners

A creative conversation between Des and Tina, Brandopia's mythical brand developers

DES: The political divide on the island of Cyprus, in the eastern Mediterranean, has raised an interesting and challenging branding dilemma.
TINA: The world sees the country as one brand, but right now it's in the hands of two different brand owners.

DES: The north (the orange area) is ruled by the Turkish Cypriots, while the south is run by the Greek Cypriots.
TINA: The Turkish Cypriots recently launched a tourism campaign extolling the virtues of 'North Cyprus' and its 'unsurpassed beauty'.

DES: A big branding error on two counts. First, 'unsurpassed beauty' isn't unique, as most islands in the Med qualify for this very subjective attribute - where beauty is in the eye of the beholder. And secondly, 'North Cyprus' is a compass or directional name and lacks any emotional power.
TINA: Also the Greek Cypriots, by continuing to use the 'Cyprus' brand name, have stolen a march on their northern rivals - by proclaiming they are the 'real thing', the 'original and complete package' so to speak. You won't find 'South Cyprus' appearing on any of their publicity material.

DES: This is exactly the brand strategy being used in the far east, in Korea, where the southerners continue to use the 'Korea' brand name, for the most part, while those in the north are relegated to using 'North Korea'.
TINA: The two major exceptions of compass names penetrating the universal mind are Northern Ireland and South Africa - primarily due to both destinations receiving years of negative publicity from 'The Troubles' and the 'Apartheid Regime' respectively.

DES: So what's your recommended brand strategy for the island of Cyprus?
TINA: I would first attempt to get both sides to consider putting their political differences aside temporarily and pool their marketing resources to collectively promote the Cyprus brand.

DES: And if that turns out to be a marketing mission impossible?
TINA: I would then recommend the Turkish Cypriots to only use 'North Cyprus' as a directional name, and create a regional sub-brand - a new name - to position the northern half of the island with its own unique big brand idea. Just as the Algarve region has done  - focusing on golf - which in many markets, has now become a bigger brand than Portugal - the country it's located in - a feat which an unfocused compass name like 'South Portugal' could never have achieved.

DES: And what about the Greek Cypriots?
TINA: They should continue developing the Cyprus brand by reviewing their long-standing positioning strategy - The island for all seasons - because most resorts in the Med have the perception of being all-year-round resorts. So no differentiation there. Even chilly Iceland has a similar slogan!

DES: So what big brand idea would you recommend for the Cyprus brand?
TINA: Watch this place. (Hint: Cyprus recently joined the European Union and has a unique strength which could penetrate and dominate a growing and big-spending market segment for most age groups, all-year-round).

'Brand' the Marketect says:
"1. Divide & Conquer: Destination brands will continue to divide and multiply because globalisation triggers the opposite effect - tribalism.
  2. Consider Co-opetition: First co-operate with your competitors to increase the size of your target market, then compete for a slice of that bigger market".