The semantic branding

The semantic blog » Regional Branding vs. The "Helfe kann Dir keiner" experience

Back to The semantic branding Written on 29-Jun-2008 by cristian.saracco

Regional brands (Country, province, region...) can be used to develop tourism, develop the region (investments, attract people...), and also for political purposes (ideological) or only because is so cool (fashion)...

Probably, one of the best created and managed regional brand is the Australian one... both, from the strategic point of view as well as from the design one
Brands to empower regions should be more complex, however, this kind of event must be leading by statesmen, not politicians (do you know any statesman?)
Tourism regional brands are offering experiences... However, those experiences are based on what people are saying and are not related to people behaviours. The end of this story is that most of these brands show unclear differences
Regarding regional brands for fashion... No comments!... Those are only logos without any understandable content

The issue is that, whatever the situation is, people is beginning to behave as individuals in a fluid non-geographical network, as Alberto wrote in the post Futbol in Oeste (06/28/08... and by the way, a beautiful piece).

In the first picture, one of the brands (the one with the orange arrow) is the Germany brand created by Wolff Olins. He tried to transmit flexibility, evolution, creativity… He also changed the black of the German flag with blue (“it looks better”)… Any experience?

Actually, Wolff is a kind of genius/guru in branding and the German brand was the result of a kind of beauty contest.

I’m taking this example because in 1985 (so long ago) I was living in Germany, to be more precise in Schwäbisch Hall, then I was working with Mercedes-Benz, Siemens… At different time, but same experience.

If I have to synthesise the experience, I would say:

BAP alive in Köln (I feel almost the same experience watching the video)
Kolsch
Maultaschen
Taken by the hand around a US missile base (in the ’85)
Working hard, but slow (’94 to ’97)
Emotive… in a German way… but emotive at the end!

So, the question is, how can a region build a brand experience?... It looks like a beautiful logo, a compelling tagline or both are not enough…

What do you think?

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Tags: inspiration,insights,cristian saracco,regional branding

Comments

written on 01-Jul-2008

elpresidente [http://www.equiporoca.typepad.com] says:

What immediately comes to mind for me is Latin America. Now that the region has stabilized, tourism has become a means of generating economic growth.

I understand where your going here with this post...

El Salvador could be an interesting case study. Surfing is being used as a means of developing tourism. Interestingly, its also resulting in social changes.

Surfing is a lifestyle that brings the participant closer to mother nature. Because of its spiritual appeal it affects the individual, resulting in broader community impact.

Trash is always an issue in Latin America. Its traditionally been thrown around more freely, with little thought of consequences for the environment. El Salvador is perfect example.

But now that surfing has emerged as a sport for Salvadorans themselves, due to tourist influence, the act of surfing has resulted in grassroots efforts like Olas Limpias. Local surfers are leading a new generation of youth in keeping the beaches clean. Thus creating a shift in cultural behavior. A professional surfer from El Salvador (statesman) is playing a key role.

So I guess regions can build a brand experience that is centered around forced interactions between tourists and locals in a way that allows for there to be a learning experience based on sharing and awareness...or maybe I'm just crazy.
written on 01-Jul-2008

cristian.saracco [http://www.webjam.com/brand30] says:

Hi!

Thanks for your comment!...

Part of my idea is waht you wrote... Experience from and between people is better than thinking only in logos, taglines... However, I'm not saying that a brand is unnecesary... It is!

El Salvador looks like a good case... Another case probably is Costa Rica... and the main idea they have is to make the country the first real eco-Country of the World (by 2020).
written on 01-Jul-2008

elpresidente says:

Algo que ha influenciado mi pensamiento es un documental de el surf que estoy produciendo...
t
http://www.youtube.com/watch?v=2ceNlw6U1GY

We've tried to think of ways to bridge tourism related brands and surfing in El Salvador.

Brands play a crucial role. Regions need to take that big picture approach and identify and work with the moving parts of tourism.

A particular one that stands out are travel brands, especially airlines...Grupo Taca. Essentially they are the service provider that brings visitors. Without them the whole experience is a mute point...

Often times I wonder why are actually talking to one another. How much does the airline brand really know about the vision of the tourist board (politician). What's it take for them to communicate effectively? Imagine the potential!

Perto al mismo tiempo, es América Latina en este caso. LOL

As traveling boarder, I've seen how regions can become stronger through sports and tourism. A gateway to experiencing a region...

In the case of El Salvador, its slightly more intriguing compared to Costa Rica, The history there more scarring. CR never had a civil war...always been a country fairly stable in terms of its economy and society.
written on 01-Jul-2008

cristian.saracco [http://www.webjam.com/brand30] says:

What you've said is true... I was talking only about brand experiences... and how regions are managing that in different ways... You video... Fantastic!

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The semantic blog » Regional Branding vs. The "Helfe kann Dir keiner" experience

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