Overview

COMPETITIVE IDENTITY —
The New Brand Management for Nations, Cities and Regions.

Countries, cities and regions with a powerful and positive reputation, a good ‘brand image’, find it much easier to attract investment, manufacturing, political influence, tourism, trade and aid. Today, more and more places are spending significantly on advertising and media in an attempt to enhance their international profile, but there is little evidence to show that marketing communications can fundamentally change the image of a place. Marketing is great for attracting more tourists and foreign investors, but building a powerful nation or city brand is a far more ambitious, long-term and complex process.

Nation branding has nothing to do with the kind of branding we’re used to seeing in consumer marketing – logos, slogans and corporate identity – and everything to do with creating the right policies, the right economic, social, cultural and educational climate, stimulating innovation and entrepreneurship in ever sector of business and society. And contrary to popular belief, nation branding isn’t necessarily expensive: in some cases, it has brought about huge improvements in national image and cost literally nothing at all.

Simon Anholt is the world’s leading authority in this new and exciting area. The Nation Branding Masterclass is the only occasion when he shares his unique expertise in a public setting, in an exclusive one-day session. The Masterclass is an unparalleled opportunity to receive detailed advice, hands-on training and practical solutions through numerous case studies, major global research, and his unparalleled personal experience of working closely with the governments of over 40 countries, cities and regions. Simon Anholt explains his pioneering concept of Competitive Identity, and shows how cities, regions and countries can take control of their international reputations, and thus improve their economies, international standing, trading and cultural relations, political influence, and attract more talent and tourists as well as capital.

Simon Anholt coined the term ‘nation branding’ over a decade ago, and today is the leading advisor to governments on the branding aspects of public diplomacy, economic development, public affairs, cultural relations and trade, tourism and export promotion. The November 16th Nation Branding Masterclass in London is a rare chance to learn from the world’ s foremost expert, so that his insights can make a concrete difference in your own approach to managing and promoting your country, city or region in the global marketplace.

As the creator and publisher of the Anholt Nation Brands Index, City Brands Index and State Brands Index, three major global surveys which regularly poll over 26,000 consumers in 35 countries on their perceptions of 40 countries, 60 cities and the 50 States of the Union, Simon Anholt is well placed to comment on the past and current ‘brand images’ of places. These surveys are used by many governments as their primary image tracking tool, and in the course of the Masterclass, Simon Anholt shares many of the fascinating findings which this unique body of research provides.

Why Brand Places?

Today, every country, every region and every city has to vie for customers, for visitors, for business, for talented people, for investment, for attention, and for the attention and respect of the media and of international public opinion. To compete effectively, every place needs to be known for something: its values, people, ambitions, products, its landscapes or a combination of these. Only visionary leadership, and a coherent and properly planned long-term coalition between government, business and civil society can achieve this goal. Attempting to "sell" a country like soap powder or running shoes, or outsource the whole problem to communications agencies simply doesn’t work.

What’s the Potential for Emerging Countries?

Today, most emerging countries are battling against a reputation – a brand image – which can slow down or obstruct real economic development.

Yet many such places are progressing faster than their reputations: it can take decades before the world realises that a city or a country has changed for the better. Developing countries don't have time to wait until the world recognizes their achievements: Competitive Identity ensures that reputation keeps pace with progress, and that the investments of time, effort, skill and money made by so many people, companies, governments and NGOs achieve their aims right now, and not when it's too late.

Rich or poor, every place on earth needs to do what it can to compete in the global marketplace – the marketplace for talent, for consumers, for capital, for respect. This exclusive Masterclass is the place to discover, and discuss, how places can make it happen for them too.