27 July 2014

What do countries really mean when they say “We need a brand”?

What do countries really mean when they say “We need a brand”?

Meet Jose Filipe Torres, one of the best-known country branding practitioners in the world.
We had an opportunity to pick his brain on the most pressing issues related to place branding. We asked, he answered. Candidly… This is the first installment of a three-article interview series with Jose Filipe Torres. Without further ado let’s turn to Jose and hear what he has to say…
In the field of country branding, Jose is a genuine trailblazer. In 2002, he developed the Portuguese Trade Investment brand. Back then he was working for Futurebrand, and that was the first ever country-branding project completed by that firm! In 2003, he founded Bloom Consulting, specializing in country branding, city branding and regional branding. Bloom Consulting’s Country Brand Ranking that he developed in 2011 quickly became a popular research tool, used by practitioners from around the world. Over the last decade Bloom Consulting helped develop or manage the brands of Latvia, Poland, Bulgaria, Spain, and Madrid among others. Thanks to its new proprietary tool “Digital Demand”, Bloom Consulting can measure every country’s desirability in terms of attracting tourists and investment.
http://soydanbay.com/2014/07/22/what-do-countries-really-mean-when-they-say-we-need-a-brand/