Behind the Brand 22: Put the why into where with place branding

Like any business, a place can benefit from great branding. It’s a way to celebrate, differentiate, and capture the essence of a community. But where do you begin? Moensie Rossier sits down with the two Nicks (Sampson and Ryan) to ask just that.

With so many voices and elements of a given destination, distilling it all into one cohesive brand story is a seemingly ambitious task. Using New Zealand’s gold standard of place branding Taranaki as an example, we discuss how the approach is much the same as any other branding project – it’s about people.

No matter where you go, painting an authentic picture begins on the ground, and chatting with the locals will soon reveal enough gems of insight to craft the Big Idea. We discover how place branding is more than simply tourism, and why any serious rebranding effort must stem from within.

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