Launch of The Locus Magazine
Locus Magazine, from the Locus Partnership, will launch on May 1st 2010. In the meantime you can take a look around the site. We are also inviting news, case study, research and event submissions.
Locus Magazine, from the Locus Partnership, will launch on May 1st 2010. In the meantime you can take a look around the site. We are also inviting news, case study, research and event submissions.
This World Business story is a great intro to the subject of Nation Branding and why it does not always work, or as Simon Arnholt puts it, is often a complete waste of tax payers money. The story includes interviews with Jeremy Hildreth of Saffron Brand Consultants, and Robert Jones of agency Wolff Olins. The argument is that mass-communication marketing campaigns are no way to built a country brand.
In Our Opinion
Whilst Arnholt comes across as both patronising and pretentious, there is truth in his arguments. A nation brand has to be built on what is real and authentic, and if that is bad, no amount of spin will help establish a strong sustainable brand.
Real branding isn’t an advertising campaign, it is a catalyst. One rooted in truth and reality, that drives strategic policy and decision making, that builds on identified strengths and addresses weaknesses.
Savas Kyriacou and Thomas Cromwell, principal partners of East West Communications ask, What can nations learn from international conglomerates. Link
This is an introductory article to the subject by By Thomas Cromwell & Savas Kyriacou, Founders of EastWest Communications. Link
This is an article by Simon Arnholt, founder of the Nation Brand Index, for Public Dimplmacy Magazine. It was published in summer 2009. The article gives a good introductory insight into the history of Nation Branding and soem of the major challenges, pitfalls and opportunities it presents. Link
There are several articles on Nation Branding available on the Interbrand site Brand Channel:
Rating Nation Brands: What Really Counts?, Randall Frost (2008)
True Colours of Nation Branding, Alycia de Mesa (2007)
Mapping a Country´s Future, Randal Frost (2004)
