Brand strategy is now part of the mainstream of destination and place marketing. But for small destinations brand management can seem too complex. Or the stories that they develop look too similar to other places, and so don’t do enough to enhance the destination’s attractiveness. But there is one simple and effective technique any destination … Continue reading
Most destination advertising campaigns face the dilemma of whether to include a destination’s most famous features or – in tourism marketing parlance – its ‘icons’. After all, icons are seen as major drawcards for potential visitors. From the Eiffel Tower, the Grand Canyon, the Parthenon, the Statue of Liberty, the Great Wall, and Waikiki to … Continue reading
Brand Truth - Brand Strategy Consulting, Melbourne 