Place Brand Touchpoints and Strategies

Mar 8, 2025

Bloom Conversations Podcast: Activating Place Brand Touchpoints

Introduction

  • Host: CLA Jast, Director of City Nation Place
  • Celebration: Bloom Consulting's 20th Anniversary
  • Series Overview: Focus on nation branding and place branding
    • 14 steps identified by Bloom to build an effective strategy
    • Current episode focuses on Step 8: Activating Place Brand Touchpoints

Guests

  • Iman Aleri: Nation and Place Branding Director, Bloom Consulting, Saudi Arabia
  • Daniel Cavo: Head of Image and Country Brand Strategy, PROMPERÚ

Activating Place Brand Touchpoints

  • Definition: Platforms where the brand is experienced
  • Core Elements:
    • Spider brand (actions, activities, policies)
    • Stakeholder engagement
    • Digital identity and marketing
  • Key Components:
    • Identity and storytelling
    • Online presence
    • Public relations, events, activities
    • Wayfinding and signage

Importance of Consistency

  • Central Idea: Express core values and culture
  • Challenges:
    • Aligning stakeholders like private sector and government departments
    • Having a cohesive strategy across different touchpoints

Strategies from Peru

  • Key Focus: Promoting tourism, trade, exports, and investment
  • Channels:
    • Digital channels are primary
    • Trade shows and direct communication
  • Structuring Communication:
    • Developed a brand kit and library for consistent messaging
    • Clear identity with three pillars: biodiversity, gastronomy, and unique experiences

Use of Technology

  • Digital Presence:
    • AI and generative tools for personalized communication
    • Using social media and AI for innovative marketing
  • Licensing Program:
    • Free use of nation brand for exports and events
    • Emphasis on quality and reputation

Challenges and Learnings

  • Consistency Over Time:
    • Peru's brand has not changed its graphic identity
    • The separation of brand from political influence

Collaboration with Cities

  • Regional Branding:
    • Some regions in Peru have developed their own brands
    • Coordination between national and regional branding efforts
  • Iman's Perspective:
    • Engaging stakeholders through tools like Bloom Academy
    • Importance of local citizen involvement

Key Takeaways

  • Longevity and Impact:
    • Consistent messaging over time builds stronger brand recognition
  • Engagement with Private Sector:
    • Important for increasing touchpoints and promoting a unified narrative

Conclusion

  • Final Thoughts:
    • The importance of maintaining consistency and authenticity
    • Cities contributing to national brand strength
  • Next Episode: Step 9 in Bloom's 14 steps to place branding
  • Closing Remarks: Thank you to the guests and listeners

The discussion highlighted the importance of consistent branding across multiple touchpoints, the role of digital channels in modern branding, and the significance of collaboration between national and regional entities in brand strategy.