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July 29, 2014 Transcript of #CommsChat on nation branding

This summer, the World Cup and Commonwealth Games highlighted some of the best and most questionable in both national and consumer branding. Last week on #CommsChat, we discussed the impact of global events on a nation’s brand. Here’s what contributors had to say:

 

 Nation branding also encourages civic participation – almost like employee engagement for a brand. Think Britain & London 2012
 maybe they are one (possibly twice) in a generation opportunity for nations so must grasped as the PR op they are
 big events like MTV awards, Giro d’Italia, G8 & Golf Open helping to show positive side to brand Northern Ireland
 London and NYC both have fantastic brands. London’s is carefully nurtured
 Things like the Torch Relay helped change attitudes. A collection of experiences leading up to the main event.
And the full chat:

 

  1. Not to mention Scotland – if independence happens there’s a big branding challenge ahead

  2. But first we’ll have the transcript of this chat online tomorrow AM. For now, though, g’night all!

  3. And that’s a wrap. Feel free to keep discussing! Thanks everyone for an interesting Next week we may chat about diversity in PR

  4. it does but not with the support, development, funding of London – gap widening

  5. Manchester also has a strong brand. More organic but still with a support in the form of BBC moving

  6. Alright guys, last few minutes. ANyone want to add any final thoughts?

  7. it could be argued that way, although a lot of it is branding what’s already there.

  8. Definitely, in my opinion. It’s even apparent over last five plus years

  9. . and New York’s is based on a t-shirt (and maybe Sex and the City)

  10. London and NYC both have fantastic brands. London’s is carefully nurtured

  11. a bad example of branding (if not brand) would be the film Australia produced

  12. . Good question. The Euro City of Culture brings this into play, as does Olympics, marathons, Superbowls, etc

  13. And what about the concept of nation branding being applied to specific cities

  14. Last topic: What are some examples of good and bad national brands? How can we learn from them?

  15. Would you say interpretations are the consequences of one’s branding efforts?

  16. Would be interested to read if you have a moment to source the link! Thanx

  17. Official T4: Who owns a national brand? Who is responsible for managing it, if anyone?

  18. . Shared experience might be one of the keys of the discussion. What do others think?

  19. Political scandal harder to handle than other crises – politicians ultimately shape international perceptions of a country

  20. there was an article in this weekend re: “lessons learned” from various multi-nation events….

  21. Things like the Torch Relay helped change attitudes. A collection of experiences leading up to the main event.

  22. Brands dropped Surez sponsorship as soon as the media/public backlash kicked in!

  23. one of the best stories was the cycling team who went to train on the M61 motorway!

  24. simple things become major issues because of the possible reputational impact

  25. Another good example would be the European Year of Culture – look what it did for Liverpool as a city brand

  26. . Explain a bit for those of us still stuck in American suburbia back then…? : )

  27. it was entertaining to see the issues around the Commonwealth Games in 2002 in Manchester

  28. Handled correctly, a crisis doesn’t need to damage the branding of a nation. But effective comms needs planning

  29. I don’t think so if it is outside of possible scenarios.

  30. What about political scandal? How does that impact sponsors and the countries they’re linked to?

  31. . Exactly! People were so adamantly against London 2012, beyond typical British moaning. Nice to see that change tho

  32. What happens when there’s a crisis? See Atlanta, Munich Olympics and the like. Does that hurt host nation/participants’ brands?

  33. It’s amazing to watch back the cynicism before the Olympics and see how this changed afterwards

  34. surely it must “put on a show” …talking of which what is people’s view on the commonwealth games opening ?

  35. Avoid rioting or protests outside the host venue would be a good start!

  36. Yes, the customers =brand directors, they drive the market bc they ARE the market. W/O customers, a brand/biz is no more.

  37. The Mexico 68 Olympics are a good example of a logo defining a games and igniting a people behind an event

  38. To answer my own q I think a country has to prove to its people and the world WHY it was picked/wants to do something

  39. It’s one thing to host the Olympics, but another to get cynical Brits (for example!) to get involved too

  40. What must host country (or participant) do to harness positive perceptions and build NB around an event?

  41. A strong “nation” brand also has civic support. Imagine if one tries to naysay a brand you love, you defend it

  42. Sports are a no-brainer almost bc of emotional cxn. Things like Eurovision rely on diff. elements, but also help NB. Why?

  43. big events like MTV awards, Giro d’Italia, G8 & Golf Open helping to show positive side to brand Northern Ireland

  44. Major event can provide a platform to challenge stereotypes of nation branding

  45. maybe they are one (possibly twice) in a generation opportunity for nations so must grasped as the PR op they are

  46. . already brought up civic participation (ie volunteering). What else can major events do for national brand?

  47. So, now the fun part – T3: How do events like the World Cup, the Commonwealth Games, etc contribute to nation branding?

  48. right! They should think about what is relevant and compelling to the customer

  49. Nation branding also encourages civic participation – almost like employee engagement for a brand. Think Britain & London 2012

  50. You’re seen favourably as political + cultural leader (ie, get awarded with sporting events, allowed to comment on int’l crises)

  51. Thanks – that’s a key one. It’s a business booster to have positive int’l perception

  52. The benefits are obvious, repeat business and loyal/happy customers. The flip side is loss of customers & backlash!

  53. What are tangible benefits to a country/nation itself to have a strong brand? Is it pride and money or does it go deeper?

  54. yeah the £ always gets in the way but at NB level there are bigger benefits I think 🙂

  55. A strong nation brand is likely to help the trust factor for brands coming from specific country

  56. I’m not experienced with NB but “poor brand” impression is harder to shake or overcome 🙂 T2

  57. . I think the pride factor is oft forgotten. It’s easy to see national brand as a way to make more ££ on tourism!

  58. : Essentially…Why does it matter? ”…. Identity , recognition , pride and marketability 🙂

  59. Maybe we’ll take a stab at T2: What are the benefits of a strong brand? What is the negative impact of a poor brand?

  60. Factors of nation branding – culture, history, heritage. But also comms outside country’s control – news, events & even celebrity

  61. . also good point, tourism agencies do this abroad. Who does it domestically?

  62. RT : t1 … Is nation branding the use of a countries national identity and products to create a “national brand” ?

  63. A1: I’d echo reg. understanding the national culture, & also say a major factor in a nat. brand is creating AWARENESS.

  64. . Great point. If you live in Toronto, you’ll read Wash Post and Guardian, maybe, but not much deeper

  65. in terms of a nation’s branding to its international audience, the headlines of its top news agencies is a factor.

  66. For me, (PSA: I’m American) a national brand derives a lot from sport, food and language

  67. No guests tonight, so chime in whenver you want. Topic 1: What is nation branding? What factors contribute to a national brand?

  68. So we have a cool chat planned for this evening. If you’re joining us, please use the tag to tweet in

  69. Like . We thought it’d be fun to look at nation branding from a comms perspective

  70. This summer there’s a slew of events that have called fwd the question of a national brand

  71. : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

  72. Evening all, Brittany here from . Hope you’re joining into tonight

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