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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.  18h

    True. Amanda’s point about funding gaps is valid though.

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  2.  18h

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

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  3.  18h

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

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  4.  18h

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

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  5.  18h

    I’d agree with that

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  6.  18h

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

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  7.  18h

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

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  8.  18h

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

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  9.  18h

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

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  10.  18h

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

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  11.  18h

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

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  12.  18h

    but is London developed at the expense of other cities?

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  13.  18h

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

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  14.  

     

     19h

    both London and NYC have excellent branding.

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  15.  19h

    . sounds ominous…what was wrong with it?

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  16.  19h

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

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  17.  19h

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

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  18.  19h

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

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  19.  19h

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

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  20.  19h

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

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  21.  19h

    By in : Pan Am Games learning from big event nightmares past This

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  22.  19h

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

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  23.  

     

     19h

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

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  24.  19h

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

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  25.  19h

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

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  26.  19h

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

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  27.  19h

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

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  28.  19h

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

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  29.  19h

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

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  30.  19h

    simple things become major issues because of the possible reputational impact

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  31.  19h

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

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  32.  19h

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

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  33.  19h

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

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  34.  19h

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

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  35.  19h

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

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  36.  19h

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

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  37.  19h

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

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  38.  19h

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

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  39.  19h

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

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  40.  19h

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

     Stenson Fields

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  41.  19h

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

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  42.  19h

    . Is there a different term you’d use?

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  43.  19h

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

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  44.  19h

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

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  45.  

     

     19h

    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

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  46.  19h

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

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  47.  19h

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

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  48.  19h

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

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  49.  19h

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

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  50.  19h

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

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  51.  19h

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

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  52.  19h

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

     Stenson Fields

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  53.  19h

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

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  54.  19h

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

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  55.  19h

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

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  56.  19h

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

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  57.  19h

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

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  58.  19h

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

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  59.  

     

     19h

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

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  60.  19h

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

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  61.  19h

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

     Stenson Fields

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  62.  19h

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

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  63.  19h

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

     Stenson Fields

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  64.  19h

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

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  65.  19h

    evening all, strong brand = trust and confidence

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  66.  19h

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

     Stenson Fields

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  67.  19h

    Essentially…Why does it matter?

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  68.  19h

    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?

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  69.  19h

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

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  70.  19h

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

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  71.  19h

    thanks for that …I just realised I missed off 🙂

     Stenson Fields

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  72.  19h

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

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  73.  19h

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

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  74.  19h

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

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  75.  19h

    ooo hello I’m just arriving 😉

     Stenson Fields

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  76.  19h

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

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  77.  19h

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

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  78.  19h

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

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  79.  19h

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

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  80.  19h

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

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  81.  19h

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

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  82.  19h

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

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  83.  19h

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

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