City Nation Place Conference 2018
Creating the ideal structure to manage a nation brand: building a stakeholder engagement programme and defining KPI
Our President Malcolm Allan and CEO Jose Filipe Torres together with Daniel Valverde, Country Brand Director of Essential Costa Rica presented the nation brand strategy of Costa Rica and the importance of its branding process at City Nation Place Global Conference 2018.
An unmissable summary written by The Place Brand Observer team features Bloom Consulting and Daniel Valverde’s breakout session at City Nation Global.
Here are some of the highlights of the presentation shared in this summary:
- Countries have failed in their nation branding endeavours because they neglect to carry on with the implementation of strategies once they have been formulated.
- Six of the main challenges across nation branding projects are:
a) limited management thinking
b) bring stakeholders on board (and get them to develop projects ON-BRAND)
c) Government project vs Nation project
d) political changes
e) explaining the benefits of nation branding to non-experts
f) explaining what place branding really is.
3. The key to success is ensuring stakeholders’ projects, especially private sector initiatives, are ON-BRAND. By this we mean, assessing the large array of projects that stakeholders are developing. It is also important to understand whether they contribute to and fit in the overall brand strategy.
4. The team also outlined a few of the essential factors for successful stakeholder management:
- Start with strong foundations regarding brand governance
- Set hierarchies and responsibilities from the beginning
- Establish and communicate brand values, pillars, and standards to private sector alliances
- Build equity through citizen engagement
- Measure and report (visually!)
Read the full article here.
