Friday, April 08, 2016

Where Regional Branding Goes Wrong

Where Regional Branding Goes Wrong


Where do regions go wrong when marketing their brand?  By focusing on a generic, one-size fits all brand rather than viewing their region as a portfolio of individual ones.   

Most regions look to create an umbrella brand, but this lends itself to dilution of the region’s unique characteristics.  By putting all of the region’s assets together under one brand, regions promote sameness rather than diversity.  For instance the “Detroit Region” may invoke negative images while ignoring the R&D strength of Ann Arbor, the hip sophistication of Royal Oak or the water recreation mecca of Mount Clemens. 

Imagine Crest toothpaste, Dawn dish soap or Charmin bath tissue all being sold under the generic Procter and Gamble (P&G) label.  Each of P&G’s brands serve customers in different ways—but all with a focus on making peoples’ lives a little easier. So should regions focus on positioning their individual places with specific markets or industries in a way that suits their target’s business goals.

Like these consumer brands, places have unique characteristics and attributes that deserve to be highlighted because of the varying needs and interests of their target audiences.  Regions are not homogenous and should not be pasteurized through bland, generic branding. 

Certainly, there is a need for an overarching brand identity within regions.  But, investment promotion agencies need to focus more sharply on the attributes of their individual communities. General Motors is comprised of several divisions (Buick, Cadillac and Chevy), GMC) that each have individual models (Malibu, Cruze or Volt).  Each model has its own brand as does each division and combined, they make up the entity known as GM. 

Likewise, regional economies are nothing more than the sum of their local ones.  The communities contained within a region represent a series of products that form the regional product line.   Each deserves its own marketing strategy. 

Regional groups can strengthen their area and generate more investment opportunities by building a branding campaign that views each community as an individual brand and has a strategy for each.

2 comments:

pakescorts646 said...

Pakistani Escorts give proficient offices that are phenomenal and body-fulfilling when contrasted with their rivals. These call girls in Lahore and Escorts in Pakistan ensure that everything about client returns for an additional of their specific services basically for the reason that they make them cheerful in a suggestive and awesome way.

Disha sexy said...

If you are looking for something extraordinary in your life, then you surely need our unique Best Escorts services that are available in our VIP section. However, in order to do so, you should tell us what you are looking for in the girls and what type of babe you need. We are here to offer discreet and professional services to all our clients so that they can leave us satisfied. Our Doha Escorts beautiful girls are here to unhinge your desires and allow you the explore the real meaning of coming to the planet earth. When you will spend time in the arms of our beautiful Doha call girls, you will realize the truth of real love. They have set up very high standards that their competitors can’t match up. So, you need to book one of them as soon as possible.