suedtirole case
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Building strong regionalbrands: South TyrolLofoten, June 1st 2010presented by Angela Knewitz, Brand Innovation Director
Visible StrategiesMetaDesign
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About place brandingOpportunities and challenges
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Place branding has beenaround since ages, inorder to provide …
Introduction to place branding
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IdentificationIntroduction to place branding
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DifferentiationIntroduction to place branding
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OrientationIntroduction to place branding
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TourismSince the beginning of the 20th century, regions are heavily
competing for visitors.
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TourismAnd they still do.
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Global marketsRegional specialties are popular. With strong branding they
can prevail in the face of tough competition from huge
multinationals and their mass-produced industrial goods.
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Political involvementPolitics play a key role in terms of structures, opportunities
and risks. Different people and organizations are responsible
for tourism, foreign investment and export marketing.
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Mind the clichéThe image of a country is often a caricature of reality –
the diversity is missing! Consider brand drivers that are
significantly more complex than those for companies.
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Your stakeholdersInternal communication is mission critical due to the
emotional impact and need for support!
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The future is here!In many regions, the young generation has lost the
connection and sees no future if they stay. They move
abroad to study and might not come back afterwards.
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CompetitionMore and more countries and regions are competing
intensely for tourists, investors and buyers of their products.
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ComplexityInnumerous factors influence the strategy and the success of
a place branding project.
Products (export)Typical products and companies fromthe region etc.
Government/politicsPolitical system, laws (e.g. taxation),government approach etc.
Regional factorsInfrastructure as seen by companies andresidents
CultureCultural heritage, present-day offerings
(film, music, art and literature)
PeopleCharacter/values,
famous personalities etc.
TourismLandscape, climate, places of interest,
infrastructure etc.
Region
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A trip to South TyrolAbout creating a sucessful umbrella brand
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South Tyrol anticipatedgrowing competition andprice pressure – despitean unemployment rateof 3% and continiousGDP growth – because itsstructures were geared toquality and not to bulkproduction.
Initial situation
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Numerous brands werevying for attention ...
Initial situation
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... without uniquepositioning ...
Initial situation
Traditional Modern
Emotional
Rational
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... and no unifiedmessage.
Initial situation
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Objectives
Develop an umbrella brand to …
• Establish a common, powerful visual presence
• Pool energies, exploit synergy potential and facilitatetransfer of a common image
• Meet varying requirements and EU regulations
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Brand StrategyBranding South Tyrol
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The vision and its aspects
Nature is an asset – Dolomites, valleys, lakes and 300
days of sunshine a year.
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The vision and its aspects
Exploit contrasts – German/Italian, tradition/modernity, etc.
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The vision and its aspects
Taking root and taking wing – opening up to the world while preserving identity
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Basic values
Core values
Distinguishingcore values
dumplings & spaghetti
friendly
rich in contrast
edgy and warm-hearted
unhurried/enjoying life
credible
natural
self-confident
valuable
vigorous stable
reliable
authentic
rich in tradition
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South Tyrol is a symbiosisof the Alpine and theMediterranean, ofspontaneity andreliability, and of natureand civilization.
The positioning statement
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Brand DesignBranding South Tyrol
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Panoramic view of the Dolomites
Accentuating prominent points
Colored band
South Tyrol panorama
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Corporate typeface: Südtirol
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© MetaDesign©MetaDesign
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Brand ImplementationBranding South Tyrol
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MetaDesign
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Structure and processBranding South Tyrol
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The working group
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Politics Tourism Products
Government South Tyrol
MarketingAssociation (SMG)
Chamber ofTade andCommerce
South Tyrol Apple(VOG und VI.P)
ConsortiumSouth TyrolSpeck
SennereiverbandSouth Tyrol
South TyrolWine
Dr. Ulrich Stofner
Dr. Hansi Felder
Dr. Jörg C. Rainer
Dr. Christoph Engl
Dr. StephanGander
Dr. Monika Mayr
Dr. PaulZandanel
Dr. GerhardDichgans
Josef Wielander
Dr. Franz J.Mitterutzner
Alfons Hainz
Dr. AnnemarieKaser
Luis Frötscher
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Milestones in brand development
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Sept
4th Quarter, 2003 1st Quarter, 2004 2nd Quarter, 2004 4th Quarter, 2004
Oct DecNov Feb AprilJan Mar June AugMay July Oct DecSept Nov
2005
Jan
3rd Quarter, 2004
Workshops Brand identity, -architecture and positioning
Moodboard/Logo development
Kick-Off
30. Januar 20041. Logo-Präsentation
Development of twodesign directions
5. März 2004Entscheidung Logo-/Design-Ansatz
Development Basic Designelements
April/MaiSektoren-Präsentationen undMarkentag auf Schloss TirolFinalisationBasic Design Elements,Development of Quality Seal
22. JuliPräsentation Landeshauptmann
Government approval,Pilot applications
30. NovemberPressekonferenz
Portal/Introductorycampaign
Launch
13. November 2004Entscheidung Marken-Strategie
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Milestones in brand implementation
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21.-30. Januar 2005erster Messeauftritt der Dachmarkeauf der Grünen Woche in Berlin
15. März 2005Journalistenbesuch zur ITB
April 2005Vinschger Bahn im Look&Feelder Dachmarke
OktoberFinale Entscheidung für das Standkonzeptund Start der Ausschreibung
September1. Anzeige mit Qualitätszeichen(Milch) i.d. Lebensmittelzeitung
NovemberEU-Genehmigung des Qualitätszeichens
2.-4. Februar 2006Präsentation Südtirol Apfel g.g.A.auf der Fruit Logistica in Berlin
01 Quartal, 2005 02 Quartal, 2005 03 Quartal, 2005 01 Quartal, 2006
Dez Feb AprilJan März Juni AugMai Juli Okt DezSept Nov
2004
Jan
04 Quartal, 2005
Feb AprilMärz
3.-4. Mai 1. Grafiker Workshopin Bozen
Continuous Consulting of the council and brand management in strategic and design aspects
Milk industry: Strategy and Branding
Fair stand: Concept, Design, Tendering
Integration of quality seal on packaging (bread, apple juice, Grappa, honey)
South Tyrol apple g.g.A.Brand: Brand Strategy and DesignApfel-Workshop
Milch-WorkshopMessestand-Workshop
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What have we achieved?
• In tourism approx. 80% of companies and nearly allregions have implemented the new brand
• 100% of qualified companies use the new seal of approvalfor agricultural products
• Today more than 2,500 companies communicate the newbrand
• In addition, more than one billion products with the SouthTyrol label are exported each year – as trade ambassadorsfor South Tyrol
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Lessons learned –success factors in placebranding
Branding South Tyrol
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• Regional branding projects can achieve their
greatest potential when they are approached
holistically
• Government, businesses and society as a whole
need to join forces and create synergies
• Piecemeal solutions are not beneficial to brand
strategy
01
A hand is stronger than fivefingers
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• In developing strategy, do not aim for the lowest
common denominator
• Focused interaction of design and communication
is what gives a brand a clear, unmistakable profile
• The number and diversity of stakeholders and
products make this a great challenge
02The courage to focus
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• Design is particularly important in regional
branding projects
• Visual communication is what turns the common
strategy into an experience for the senses, creating
a marker that allows the many stakeholders to
appear as one
• An attractive look reaches people’s hearts – in the
market and in the region
03
The power of visualcommunication
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• Existing brand owners are often worried that they
will lose their own identities
• But that is not the goal: everyone can and should
continue to tell their own story – in the context of
the big story
• The target is two-way image transfer, because the
whole is more than the sum of its parts
04Unity in diversity
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• Branding is not a democratic process
• This is a tremendous challenge for regions, as there
is no central authority to take decisions – in
contrast to companies
• It is therefore important to inspire this
decentralized group of stakeholders for the
common idea
05Don’t push – pull
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Five first steps to brand a country or region
1. Establish a working group with opinion leaders frompolitics, business, culture and media.
2. Identify the image the brand has among relevantstakeholders at home and abroad.
3. Develop a clear and simple brand idea or story, one thateveryone understands and acknowledges.
4. Translate this idea into a strong, appealing and flexibledesign. And note: a brand is more than a logo!
5. Make sure that the brand is not only implemented,but embraced and loved.
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Looking forward toseeing you in Berlin
Thank you