About Strengthening Brand America Project
As we receive them, we will continue to post comments from experts on the importance of effective place branding (a.k.a. destination branding, community branding, nation branding) as a strategy for better enabling residents to achieve their dreams.
You have accomplished a great deal with your Strengthening Brand America initiative. Keep up the good work.
Philip Kotler, S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management
Ed is “spot on” for the power of stories for place branding. Given their experiential nature, it is a real natural. These kinds of narratives can help to build functional and emotional benefits for a location. Brand America and all its constituent parts could certainly gain from employing such tactics. This Web site is a real gem. It brings high quality perspectives to a very important topic. Kudos to you for all your hard work. It will have a great payoff!
Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College
Place branding has always been something of interest to me and, I am certain, to many other professional communicators. In essence, it is the application of practiced and proven product and service branding principles and techniques to places – cities, states, regions and countries. A friend, Ed Burghard, has started a new venture called the Brand America Project. Ed is a marketing pro with serious credentials, not the least of which being recognized as one of the premier brand leaders within Procter & Gamble. In recent years, he has lead the Ohio Business Development Corporation. Read more »
Nick Vehr, founder and owner of Vehr Communications, LLC
Edward decided to stay in Ohio but wanted to start something big. He is convinced that place branding as a driver of economic development can be dramatically improved by the use of private sector branding skills and principles. To do it he has instigated a place branding community of practice. The explicit goal? To help strengthen Brand America. Edward doesn’t sugarcoat: “Brand America is in trouble.” It may have been the biggest economic engine in history, it could still be the economic powerhouse that returns us to economic stability, but it is a brand under serious competitive pressure across both dimensions of the Love/Respect Axis. The Pew Global Attitudes Project reported in 2007 that, “Since 2002, the image of the United States has declined in most parts of the world. Favorable ratings of America are lower in 26 of 33 countries for which trends are available”. Edward made these connections and explores them in his blog post, “Love – The Secret Ingredient in Place Branding.” We also invite you to read more of Kevin’s comments of Brand America »
Kevin Roberts, CEO Worldwide of Saatchi & Saatchi
This community of practice is needed now more than ever, especially as America faces the challenge of rebuilding its own damaged brand around the world. New ideas, like place branding, are definitely needed to counter several false perceptions abroad.
Ron Starner, General Manager at Conway Data Inc.
DCI recognition as a Top Economic Development Influencer