Apr 30, 2006

Branding Countries

The barrage of ad campaigns lately has proved that counties are competing for the globe trotting thrill seeker's Dollars again. Most are a stodgy montage of images people have seen repeatedly now. Wether its India, Hong Kong there's nothing splashingly surprising in here. I am sure the ministry of tourism was impressed with money well spent and hiring some famous ad agency.

Wall Street Journal analyzes a few.


All the deplorable stuff from Discover Hong Kong to Bangladesh's Beautiful Surprise. These countries definitely need some serious thinking. Majestic India could only call themselves credible ... hmmm incred!ble. High time they came out of the bland and turn up the heat and get some spark back.


The Aussies appear to hit it on the spot, with the "Where the bloody Hell are You" campaign. Say it right, with fun and people will remember to fly down under. Cut through the clutter :: differentiate yourself.

There is a difference between branding and advertising. Branding seduces and engages the consumer to find you while advertising pursues the consumer to get more. Brand strategy works despite the lack of advertising. So hear ye countries:: branding is better than advertising.

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Robert said...

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