Brand positioning strategy...

Our goal is to discover and define the optimum brand strategy for a country, city or region. This is always rooted in the reality and essence of the place.

First we carry out a rigorous journey of discovery. During a comprehensive programme of research and analysis, we immerse ourselves in the place and its culture. We get to know real people, their traditions and their way of life. We listen to the music, read the poetry and novels, look at the visual art and interview the poets, writers, musicians and artists. We discuss heritage and provenance with historians and anthropologists. And all the time we record and analyse the words, pictures, feelings, sounds, tastes and themes of the place. We also consider the key competitors, examine the views of potential visitors or investors and assess the impact of social, economic and cultural trends.

Second we define the optimum brand strategy. This journey of discovery gives us the insight to unlock the magic that can be used to create a compelling brand positioning.

Brand implementation...

Citizens:

What needs to be done to strengthen a sense of identity. What can be done to raise individual and collective confidence. How can a greater sense of civic pride and community be created. What will help individuals and communities engage in business enterprise and initiative.

Investors:

What needs to be done to make a country, city or region a more likely recipient of foreign direct investment. How can a country, city or region's hidden assets be communicated to potential investors.

Trade:

What steps must be taken to foster competitive practice and market-orientation in the private sector.

Visitors:

What does a country, city or region need to do to make it more attractive to tourist and business visitors. How can a place best communicate its unique personality to entice leisure and business visitors.