Branding's Next Frontier
Advertising on team uniforms is nothing new. Witness European football and basketball teams, whose players look like running, jumping, and sweating billboards for a variety of companies. In the U.S., this type of advertising is limited to automobile racing.What is new then? The sponsoring company is Beijing, which will host the 2008 Summer Olympics. The branding of countries and cities marks truly the next effort in branding. Forget toothpaste. Think Bosnia!
Slogans for cities (I heart New York), states (Virginia is for lovers), and countries (Come to Jamaica) have been done for several years. Those efforts were tied almost directly to tourism. Is Beijing trying a similar tact? Or, is it attempting to make a simple association same as a city hosting a Super Bowl?
How would you brand Lubbock? Texas? Given the U.S.'s image abroad, does America need a brand? How would you market such a brand? What kind of message would such a brand communicate? Click here for story.
posted by Michael @ 8:13 PM
1 Comments:
Branding for location is interesting, and really helps with the feel a person is supposed to have when being there, or when thinking of that place. If I were to brand Lubbock I would incorporate the fact that Lubbock has always felt like a world of its own. What I mean when I say this is, there really is no place quite like this city. And to everyone that has lived here, visted here or heard about Lubbock would more than likely concur. See, I don't even have to explain myself. As far as Texas, well I don't think Texas needs any more branding than it already has. *(Everything is Bigger in Texas, Texas is better than any other State, Don't mess with Texas)*
Now, the United States I would say needs a little help with their brand. If I had to give any advice it would be to only brand positive images of Americans. But honestly I would suggest just laying low for awhile so that our extremely negative brand might die down a bit. It is difficult when changing the brand of an entire country mainly because it is so large and diverse. Now I can see how hard it would be to turn an entire corporations' image around.
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