Bloom Consulting Conversations Bloom Consulting

In this month's episode (#5), we discuss Step 7 of Nation Branding: "Maintaining Brand Consistency." Our host had a fascinating conversation with Jose Torres, the CEO of Bloom Consulting, and David Downs, the chief executive of the New Zealand Story Group, the official government institution in charge of managing the Nation Brand of New Zealand. Together, they explore various aspects of this crucial phase. 

Uncover the significance of Maintaining and upholding your brand identity, differentiate between Nation Brand (Place Branding) and consumer branding, ensure the unity of stakeholders, and explore the utilization of tools for consistency. 

While at the same time, exploring New Zealand's National Brand, the pursuit of uniformity and coherence within the country, the associated challenges, interactions with political figures, the individuals shaping New Zealand's brand narrative, authenticity, and the New Zealand FernMark License Program. 

If you have additional questions about being and staying on-brand, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations! 

Stay tuned for our next episode, where we'll explore audit and activate touchpoints, focusing on step 8 of the 14 steps to Nation Branding. 

Feel free to subscribe and share this episode with others to help inspire them to perfect their nation brand and create a lasting impact. 

 

Moderated by Clare Dewhirst, director of City Nation Place. 

 


Relevant articles: https://www.bloom-consulting.com/place_branding/ 


Discover best practices, interviews, and more at City Nation Place: www.citynationplace.com 


Link to our website: https://www.bloom-consulting.com/ 


You might also like Place2Place podcast: https://www.citynationplace.com/place2place 

Welcome to Episode #4 of Bloom Consulting Conversations.

Join Jose Filipe Torres, CEO of Bloom Consulting, and Peter Kentie, Managing Director of Eindhoven City Marketing, as they discuss the 6th Step to Nation Branding: Defining the Central Idea.

Hosted by Clare Dewhirst of City Nation Place, this insightful
conversation offers valuable perspectives on brand strategy.

In this podcast, we delve into the significance of crafting a Central
Idea and its impact. From defining our perception goals to embracing uniqueness in advertising, we explore strategies for activating this core concept across all initiatives. Join us as we uncover the journey to formulating the Central Idea and integrating it seamlessly into every aspect, especially in reaching new audiences in Place Branding campaigns.

Discover how Eindhoven, under Peter's leadership, has maintained a Central Idea linked to technology, design, and innovation, seamlessly incorporating it into all aspects of the city, from
events like marathons to architectural landmarks.

Stay tuned for our next episode #5 where we will discuss the 7th
step to Placemaking: Be on-Brand, Stay on-brand.

If you have additional questions about building your Central Idea, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations!

Feel free to subscribe and share this episode with others, empowering them to cultivate a robust Central Idea to anchor all their Place Branding endeavors.

Relevant articles: https://www.bloom-consulting.com/place_branding/

Discover best practice, interviews, and more at City Nation Place: www.citynationplace.com

Bloom Consulting website: https://www.bloom-consulting.com/

You might also like Place2Place
podcast: https://www.citynationplace.com/place2place

This month on Bloom Consulting Conversations, Episode #3, Clare Dewhirst, director of City Nation Place, invited two industry leaders - Philippe Mugnier – Été, Managing partner and Global Director for Tourism Development at Bloom Consulting, and Sharon Flux Brutus, former Director of Tourism at British Virgin Islands Tourism Board, to unravel the complexities of mitigating project risk and mastering crisis management in the context of nation branding.

Join Sharon and Philippe as they share insights on planning for crises, adapting strategies, defining crisis origins, anticipating, and modeling various scenarios. The conversation also covers the
types of crises, crisis management techniques, reinforcement strategies, and the critical role of data during turbulent times.

The dialogue takes a deeper dive into the crisis in the British Virgin Islands, exploring the impact of two hurricanes in 2017, navigating the challenges posed by Covid and the pandemic, reputation
management nuances, and the delicate balance of protecting the integrity and branding of a destination. Learn about sharing bad news effectively, understanding the people elements during crises, maintaining optimism, and finding opportunities within adversity.

If you have additional questions about these distinct steps, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations!

Stay tuned for our next episode, where we'll learn about defining a central idea, focusing on step 6 of the 14 Steps to Nation Branding.

Relevant articles: https://www.bloom-consulting.com/place_branding/

Discover best practices, interviews, and more at City Nation Place: www.citynationplace.com

Bloom Consulting website: https://www.bloom-consulting.com/


You might also like Place2Place
podcast: https://www.citynationplace.com/place2place

In our first (#1) episode we ask you to join a captivating conversation with Jose Torres, the CEO of Bloom Consulting, and Christian Biller, the Country Brand strategist from the Swedish Institute responsible for shaping the Swedish Nation Brand. 

Together, they explore the critical first step of Nation Branding: building a foundation. 

Discover the importance of establishing a strong foundation and unravel the principles, structure, and strategies behind it. Gain insights into what constitutes a successful foundation for a Nation Brand, and dive into the art of aligning purpose, managing reputations, and maintaining the essence of a Nation Brand. And of course, learn from the experts about the potential challenges and common mistakes that can arise along the way. 

As the conversation unfolds, we will also take a deep dive into the captivating history of the Swedish Country Brand. Prepare to unearth the fascinating details of its construction, explore the diverse departments involved, and gain a deeper understanding of the Swedish government's role and funding.  

If you have additional questions about building a strong foundation, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations! 

Stay tuned for our next episode, where we'll explore Place Analytics, focusing on steps 2, 3, and 4 of the 14 steps to Nation Branding. 



Moderated by Clare Dewhirst, director of City Nation Place.



Feel free to subscribe and share this episode with others to help inspire them to perfect their Nation Brand and create lasting impact.



Read relevant articles on Bloom Journal

Discover best practice, interviews, and more at City Nation Place

Link to our website

You might also like Place2Place podcast

In today’s episode (#2) of Bloom Consulting Conversations, step 2, 3 and 4 of the 14 Steps to Nation Branding guide are combined: understanding current perceptions, establishing target markets, and setting realistic objectives. However, all these topics share a common thread — Place Analytics which require strategic approach. 

Hosted by Clare Dewhirst, director of City Nation Place, the discussion features Gonzalo Vilar, Managing Partner and Global Director of Nation and Place Analytics at Bloom Consulting, alongside Meira Pappi, a Country Image Specialist representing Finland's Ministry of Foreign Affairs. Together they explore these fundamental steps, emphasizing the significance of Place Analytics, the crucial role of data, elements of perception, building a robust reputation, maintaining general consistency, and understanding importance of market size. 

Simultaneously, delve into Finland's Nation Brand, the Finland Promotion Board, strategic data usage, the development of Finland's brand narrative, strengths and weaknesses assessment, overall reputation evaluation, segmentation considerations, and the implementation of data. 

If you have additional questions about these distinct steps, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations! 

Stay tuned for our next episode, where we'll explore project risk and crisis management, focusing on step 5 of the 14 Steps to Nation Branding. 

Feel free to subscribe and share this episode with others to help inspire them to perfect their Nation Brand and create lasting impact. 

Visit the Bloom Consulting website: https://www.bloom-consulting.com/  

Explore relevant articles on Bloom Consulting Journal: https://www.bloom-consulting.com/place_branding/ 

Discover best practice, interviews, and more at City Nation Place: www.citynationplace.com 

You might also like Place2Place podcast: https://www.citynationplace.com/place2place