BRANDOPIA

Destination Dorset: From the Country to the Coast

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

DES: Was I relieved that our flux capacitor was fully charged at 1.21 gigawatts, otherwise we both might still be mired in deep time - some 250 million years back in the future - along the Gold Jurassic Coast in England's Dorset County.
TINA: Which reminds me - we promised to take a closer look at Dorset's destination branding to see whether it was fit-for-purpose in the 21st Century.

DES: Well, sadly, this coastal county's current positioning - From the Country to the Coast - is less a big brand idea and more of a route planner - a set of destination directions.
TINA: Guaranteed to direct inward investors and tourists towards its South-West England neighbours - Devon and Cornwall.

DES: It was quite noticeable that away from the major coastal gateway resorts, many of the hotels and B&B's were mostly half-full during the peak month of August.
TINA: It seems the famous Staycationers are staying away from Destination Dorset.

DES: OK Tina, let's talk about where we should start looking for this deserving county's big brand idea - but with a future-focus.
TINA: One area of promise is the cultural collisions every weekend between the Army Base and Civvy Street, where the Squaddies square up with the Townies in the local hostelries. A sort of alcohol-fuelled War Zone complete with warning sign: Sudden Gunfire!

DES: Another interesting area for further exploration is the cultural conflict between the country folk and the coasties, amplified by coastal Bournemouth's ambition to replace inland Dorchester as the County capital.
TINA: Not forgetting the friendly-fire between the Dorchestrians and the Weymouth sea-siders - who both gang up on isolated Portland - home of the famous Portland stone.

DES: But arguably the area of greatest conflict and therefore brand potential is the historical fact that Dorset is the home of the Tolpuddle Martyrs.
TINA: You see, the Tolpuddle Six were probably England's first and most famous freedom fighters - fighting for the right to belong to a trade union.

DES: Which probably influenced Thomas Hardy, Dorset's famous English novelist and poet.
TINA: Witness how many of Hardy's stories were set within the context of a semi-fictional Wessex highlighting extensively the plight as well as the right of the downtrodden consumed with their passion to overcome their circumstances.

DES: This must have led to the landed gentry of Dorset's Lulworth Estate supporting the public's right to roam on private land - giving easy access to Durdle Door, Dorset's iconic landmark.
TINA: Which begat the aristocratic Prince Charles's Poundbury-by-Dorchester development (See notes), using his royal rights along with his planners and architects to influence urban planning and development on a grand scale.

DES: But probably one of the county's biggest rights-architects can be seen cycling along Poole's waterfront - Dorset's up-market resort. Enter starboard, Mark Constantine, the founder of soaps and cosmetics retail chain Lush.
TINA: MarkC has for years been steathily funding many rights campaigners - from the controversial Plane Stupid anti-airports campaign to the Sea Shepherd anti-whaling campaign to the UnderCurrents direct action film-makers.

DES: But sadly, for many modern rights campaigners, when asserting their rights through direct action, they have temporarily forgotten that they also have responsibilities to respect the rights of others.                                                                                                                                        TINA: Enter Dorset, the English county that has the credentials to teach the world the new 3R's: Rights-Responsibilities-Respect.

'Brand' the Marketect says:

"Only place pioneers enter the murky waters of cultural conflicts and clashes - because that's where the nuggets of big brand ideas are usually hidden."

Note: Prince Charles's Poundbury development has caused controversy not only amongst the architectural profession who have called it a cross between Enid Blyton and Patience Strong, but also amongst local Dorchestrians, who joke that The Child Catcher of Chitty Chitty Bang Bang must be about because of the growing number of 'weekend warriors'.

Warwickshire: Shakespeare Country

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

DES: England's Warwickshire County (pronounced: Waricksher) made a bold move by narrowing its brand focus on its single, biggest asset - the late, great English playwright and poet - William Shakespeare.
TINA: Despite the inevitable protests from stakeholders outside the Shakespeare industry, Warwickshire pushed through its big brand idea to the extent that a large sign on the County borders welcomes visitors to 'Shakespeare Country'.

DES: Once inside Shakespeare Country - which is centered around the Bard's birthplace - Stratford-upon-Avon - visitors are seamlessly persuaded to also experience other neighbouring destinations such as Warwick Castle, Leamington Spa and Rugby.
TINA: But despite its brand focus, tourism over the last 4 years or so is on a downward path - a trend which started before the re-development of one of its flagship attractions - the Royal Shakespeare Theatre.

DES: OK Tina, let's see if we can identify what Warwickshire and its Shakespeare industry needs to do, to first stop the statistical slide and then perhaps reverse the graph in an upwards direction.
TINA: I think there needs to be a two-pronged plan of attack, starting with improving the tourism experience, and not just at the main Shakespeare sites, but also throughout Stratford's infrastructure - from the River Avon to the main entrances and exits.

DES: I agree, the Shakespeare experience needs to be upgraded for the 21st Century visitor. But let's now focus on the second part of your brand plan.
TINA: This is where most destinations tend to fall down. They either take visitors back into the past, or help them experience the past in the present.

DES: Well, what's so wrong with that?
TINA: Nothing at all. In fact experiencing the past and the present are two of the crucial factors in destination branding.

DES: I guess what you're alluding to is the vital third factor?
TINA: Absolutely. And that factor is - the future. Destination brands like Warwickshire County need to future-focus their big brand idea.

DES: In Part 2, we'll re-visit Warwickshire to discuss how best this literary county could future-focus Brand Bard and make his works relevant to contemporary society as it moves forward - within and without the literati - at home as well as abroad.

'Brand Bard' the Marketect says:
"First you attract with a proposition;
Single, branded, unique and saleable.
Then you distract through fine experience;
Many products varied and buyable."

(A BIG Thank You to Elizabeth Woledge, Editor of Shakespeare at the Centre for the above Shakespearian-style verse.)

Footnote:
1. One of Warwickshire's Middle England neighbours - Nottinghamshire - needs to take a leaf out of its brand playbook by narrowing its brand strategy on its legendary icon, but with a future-focus.

2. Compare and contrast Warwickshire County's brand focus with that of Somerset County.

The County Twins: East Sussex & West Sussex

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

DES: Can anybody tell the difference between England's Sussex County twins - East Sussex and West Sussex?
TINA: With all three major local landmarks - The Sussex Coast, the South Downs and the Weald - featuring in both counties, it's pretty tough to tell the twins apart.

DES: And dressing them up in identical outfits is kinda cute when they were young and impressionable.
TINA: But as mature adults, it's high time their own distinct personalities and aspirations were allowed to shine through.

DES: So Tina, how would you set about the important task of giving each twin a brand makeover?
TINA: The first problem is their family brand name - Sussex - which sadly lacks its own brand identity, unlike its near neighbours: Kent, famous as the Garden of England, and Surrey, the asset and cash rich Stockbroker Belt - home to seven of the top twenty best places to live in the UK in 2007, with five of them in the top ten.

DES: Now if that wasn't bad enough, there's the added problem that both twins are saddled with anonymous compass names - East and West - rather than distinct destination brand names full of powerful cultural meaning.
TINA: But if it's too politically sensitive to change the brand names, what would you do?

DES: I would give them each a unique nickname - based on their own distinctive big brand idea (See footnote: Blackpool).

'Brand' the Marketect says:
"If your destination is saddled with a bad brand name that's politically difficult to change, find a big brand idea that's the opposite of its negative perception and then give your destination an appropriate nickname."

Footnote: The name 'Blackpool' is arguably one of the worst brand names to inflict upon a seaside resort. But what should you do if you can't change it easily? Find a big brand idea that's opposite of the negativity and then create an appropriate nickname - ElectriCity - to turn the (black) night into day (light). Then, after some 100 years of unbridled success, re-invent your nickname to - EcotriCity - and continue to live happily ever after, but now on a sustainable diet of 'greenergy'- for (hopefully) another 100 years.

Somerset County: The Long Summer

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

DES: What's your take on the English county of Somerset's first major effort at branding itself as the Jewel of the South West.
TINA: This fascinating county's courageous attempt at bringing its seven districts under one banner, has sadly lost its sparkle in the destination branding minefield.

DES: I agree. With so many destinations proclaiming themselves as the 'jewel' of their respective country, region or city, this overused gem of a branding idea is neither unique nor memorable. Witness Stony Stratford: Jewel of Milton Keynes, Frinton-on-Sea: Jewel of the Essex Coast, and Benidorm: Jewel of the Costa Blanca, to name just three.
TINA: And if that wasn't bad enough, Somerset's chosen brand category - South West England - suffers not only from a lacklustre compass name, but the region's current branded campaign is in desperate need of a sharper focus.

DES: OK Tina, let's see if we can come up with a powerful, future-focused big brand idea for Somerset.
TINA: The clue can be found in the literal meaning of the word 'Somerset' - Land of the Summer People.

DES: Somerset hosts the world-famous, summer solstice music festival - Glastonbury - which has developed into an annual rite of passage for the youth of the British nation - at home and abroad.
TINA: Complete with daily helpings of a Cheddar Ploughman's, washed down with a flagon or two of local Scrumpy apple cider (Please see Footnote).

DES: And before you can utter the immortal word 'Campervan', the over-50's - now with slightly fatter wallets - and waistlines to match - are back in Glaston to relive their first 'summer of love'.
TINA: But this time round experiencing a glorious mud-free, silver-service, posh picnic pilgrimage.

DES: The early 1970's was the start of a very good thing for Somerset. In fact Tina, were you not born in March '72?
TINA: Yes Des. And yes my parents met at the second Glastonbury. And yes it's conceivable that they fell under the hypnotic spell of David Bowie. But let's get back to .. shall we?

DES: By setting out a brand strategy to own the 'English Summer' category, Somerset would be well-positioned to launch media-facing projects such as a campaign for longer daylight hours: BST - British Somerset Time; a 'seasonal summer fruits' healthy eating campaign, and the obligatory 'campaign for safer sun,' thanks to warmer English climes.
TINA: Wintertime won't be long enough for the 'Somer-Set' to recover from, and then prepare for, the following year's growth in visitors, exporters and inward investors - all attracted to The Long Summer  - in 2008 and beyond.

'Brand' the Marketect says:
"When faced with a conference room full of your brand's key stakeholders, chances are that your narrowly-focused big brand idea could easily transform itself into a mushy, middle-of-the-road destination to nowhere. Well, it's that time again, fellow place pioneer, to remind your audience of the 'Hierarchy of Destination Brands' - from country to region to county to city to resort to town to street - with each level in the hierarchy, narrowly focused on their own single big brand idea - but collectively, delivering a portfolio of brands with the capability of meeting the self-interests of most of your key stakeholders."

Footnote:

Cider drinking has undergone a major revival in recent months - to the point where it is now regarded as one of the UK & Ireland's trendiest tipples. In days of yore, Somerset was one of the few English counties associated with this brand-building bevvy, but sadly, the civic leadership of the time failed to act, leaving the barn door wide open for the county of Herefordshire, with more than 60 million gallons now produced every year, to lay a very strong claim to being the 'Cider Capital of Britain'.

Herefordshire can boast the biggest cider mill in the world, more than 350 years of cider production heritage, over half of all cider produced in the UK, two cider cycling routes, ancient traditions and modern festivals, a Cider Museum and even a cathedral which counts a Cider Bible amongst the books in its chained library,

Is it too late for Somerset to respond? Yes and No. At county level, it's probably too late,- and there's possibly a bigger brand idea to develop anyway, but lower down the hierarchy of destination brands - at town level - they could roll out the Taunton and Shepton Mallet brand names to name just two, to capture the real farmhouse cider position - Scrumpy and Perry - using traditional methods, while re-positioning Herefordshire as home to the ultra-modern, artificial ingredients, mass-produced stuff.

Part 1 - Northumberland: United Clans of the Anglo-Scots

Part 1 of a Q&A session, facilitated by Alan 'Brand' Williamson, Destination Brand Developer, on co-branding products and places, at Morpeth, Northumberland, England on 22nd February 2006.

Questions from the delegates:

• How can a museum be re-positioned as a successful visitor attraction?
• How can a mussels (shellfish) business exploit its unique location - Holy Island (aka Lindisfarne its Celtic name) - located off the Northumberland coast?
• How does a country house offering self-catering accommodation target the corporate market?
• How do country sub-brands such as regions, counties and cities develop within the hierarchy of a destination brand portfolio?

Alan: The short answer - Co-branding with a new, emerging category will generate exciting big brand ideas. Better still, create a new category and let your brand lead that category into a sustainable and prosperous future.
The long answer - Continue to look for opportunities to co-brand with complimentors, competitors, celebrities as well as other products, partners, publics (via media), and most importantly, places and their peoples - in other words, a cultural co-branding strategy.

Q asked by Alan: In just one word or short phrase what is your perception of Northumberland County?
A: Unspoilt - Castles & coastline - Great outdoors - Tranquility - Friendly - Stunning views - History - Culture - Open spaces - Passionate people.

Alan: With such a variation of responses, and a perception as one of the least visited counties, Northumberland needs to find a focus - a new destination category - to build a unique position for itself rather than try and 'be-all-things-to-all-people' which most macro destinations - countries, regions, counties and cities - are guilty of doing primarily to satisfy their armies of stakeholders.
But after a virtual immersion into Northumberland, some interesting possibilities for a new destination category have emerged:

• Northumberland has more castles (13) than any other English county - built to fight wars over centuries between Scotland and England. The county's ownership, as part of the larger historical Kingdom of Northumbria, has changed hands several times over the years.
• Hadrian's famous Wall was built by the Romans to keep the invaders from the north out of England.
• Finally, after hundreds of wars and skirmishes, the English and Scottish crowns were united in 1603.
• 'After-war-make-love' which is why Northumberland boasts a vast number of Anglo-Scottish unions, relationships, ventures and partnerships - ancient and modern - from Northumberland's Berwick Rangers football (soccer) team playing in the Scottish league, to the giant Scottish & Newcastle brewery and its world-famous Newcastle Brown Ale.
• Northumberland is the only English county with an official tartan - Shepherd's Plaid - and the only English county with a Bagpipe Museum featuring the Northumbrian Smallpipes.

The historical tensions between the Scots and the English provide a platform for Northumberland as the only English county perfectly positioned to bring the two nations closer together to build a fabulous future - generating tourism, inward investments and exports. With a strategic brand vision: United Clans of the Anglo-Scots, here are just a few tactical ideas to help make that vision a reality:

• The Lowland Games (inspired by Scotland's Highland Games) featuring a mix of Scottish and English competitions - both ancient and modern.
• The Thistle & Rose - a cultural fest of some of the best Anglo-Scots traditions.
• The Andrew-George Awards - a celebration of Anglo-Scottish achievements - at home and abroad.

'Brand' the Marketect says:
"Building a unique cultural identity based on powerful cultural mythologies, is one of the best brand development strategies available for products as well as places and their peoples."

Please click here to read Part 2 - The British Riviera.