How to Read Place Branding for Small Cities, Regions and Downtowns: The Essentials for Successful Destinations DOC
“ “This book is packed with killer insights.” .” - - Bill Geist, Chief Instigator, DMOproz In his latest book, Bill Baker unpacks decades of practical experience and real-world examples. He shows how to transform tourism, economic development, placemaking, and wayfinding in small cities and regions. Bill is straight to the point and provides the essentials for those new to the subject. He shows the way to reveal and manage a sustainable destination or place brand.PLACE BRANDING SIMPLIFIED‘Place Branding’ simplifies the scope and dynamics of place branding by providing a step-by-step approach to research, define, and deploy a winning brand strategy for places of all sizes. Each chapter is loaded with helpful ideas for establishing a community brand that will provide a competitive advantage, be supported by citizens, and resonate with target audiences.WHO SHOULD READ THIS BOOK?“Bill Baker’s words always entice and engage audiences at every level of expertise. Here, he targets newcomers to place branding, but his words are a good refresher for old-timers alike.” - Erik Wolf, CEO, World Food Travel AssociationWhether you are new to place marketing and branding or you’re seeking fresh inspiration, this is essential reading for destination marketers, DMOs, Boards and Committees, Chambers of Commerce, Downtown Associations, economic development managers, urban design teams, government leaders, as well as students and academics.WHAT’S INCLUDED? The pages of ‘Place Branding’, provide a wealth of practical ideas, examples and checklists for everyone involved in economic development, tourism and placemaking.:Chapters include:The World of Brands and BrandingThe Rise of Small CitiesThe Nature of Place BrandsWhy Bother with Branding?The ChallengesPlace Branding: New FrontiersEconomic Development and the Community BrandBranding Downtowns and DistrictsWhat is Being Branded and Why?Prepare to StartSelecting Place Branding Expertise Steps to a Sustainable Place Brand Step 1: Assessment and Audit The Power of Positioning Rebranding, Stereotypes, and Clichés Step 2: Analysis and Advantage Will One Brand Fit Us All? Step 3: Architecture and Alignment? The Perilous Path of Taglines The Keys to Successful Logo Design Step 4: Articulate Step 5: Activation Integrated Marketing Communications Delivering Brand Experiences The Keys to a Beloved Sense of Place Step 6: Adoption Step 7: Action and Afterward
