The best Whisky comes from Scotland. The only cigars worth smoking are Cubans. Paris is the city of love. Why is it that some countries, regions and cities have a special reputations? Why do we pay a premium to spend a a couple of nights in one place over another?
The answers are, of course, rather complex and many scholarly articles have been written to give them. Briefly, we think some places have been better than others in identifying how to best exploit the natural advantages they have. They've begun to tell stories, create a buzz and have, often over a very long time, pursued a specific place-focussed brand strategy.
Place brands are infinitely more complex than their corporate counterparts. Partly because there are so many more stakeholders to statisfy and partly because there is usually a lot of politics involved.
We've worked on some programmes in this field. We've helped identify Brand Beliefs for countries, regions and cities, worked on expressing them clearly and communicating them to broad audiences.