Adventures in places, brands and place brands

jeremy@jeremyhildreth.com

Category Archives: Branding: places

Ogilvy on tourism advertising

My copy of Ogilvy on Advertising sits on a shelf miles from here. I wanted to re-read the section on advertising tourism for Jamaica, as that might be the closest this genius of promotion came to weighing in on nation branding. I found, however, a student’s book report which summarizes Ogilvy’s tips on tourism advertising: [...]

One great lesson from brand valuation

Something I’ve just run across has stopped me in my tracks and compelled me to write a quick post about it. If you work with marketing or branding in any way, this idea — it’s kind of a thought experiment, or in NLP terms a “re-frame” — may interest you, also.
First, two seconds of background…. [...]

Humour and insightfulness from Sweden

1) This mockumentary satire ad for the ski resort of Åre should make you laugh. A representative of Visit Sweden showed it as part of her presentation to the Swedish Lapland Tourismforum, at which I spoke also. I’d seen it before, but it reminded me that humour — unforced, of course, as a natural expression [...]

Brand America back on top; China gaining

Brand America back on top; China gaining

Smiles trump smugness: why Rio beat Chicago for 2016

Smiles trump smugness

Evoke. Evoke. Evoke.

Evoke. Evoke. Evoke.

The paradox of expectations

Sometimes a more ‘objectively’ attractive place can provide an inferior experience. This is often down to expectations, and whether they are met or exceeded.

My take on the Danish mother seeking

If you haven’t seen this (apparently more than a million people have seen it), watch it before reading further. (YouTube pulled the video after a few days, so this link takes you to the Huffington Post’s archive of the video.)

It’s a hoax. ‘Karen’ is an actress named Ditte Arnth Jorgensen. It was perpetrated by Visit [...]

Adventure in Timor 1: Something extraordinary happened here

Note: I wrote this in 2005; it’s only ever seen the light of day in the Saffron-produced ‘how to sell East Timor’ book I wrote and directed for an identity project in this tumultuous country. But I loved Timor. The country has just celebrated 10 years since its people voted for freedom from Indonesia (a [...]

Dispatch from Ghadames, Libya

With Saint-Exupery in a tent in the Sahara.

Where are you from?

And for a brand, or for a place itself, what does that mean emotionally and commercially?

In the contexts of image, identity and marketing, dealing with these questions superbly is crucial in today's globalized, short-attention-span world.

Jeremy Hildreth, an adviser to companies, tourist departments and investment bureaus, aims to inspire and enlighten those who deal professionally with provenance and place of origin.

This website, then, is about brands *from* places (MADE IN X) and the brands *of* places (COME TO Y, OPEN AN OFFICE IN Z) -- and helping you understand and make the most of all that.

Read more about the author »

My book with Simon Anholt: on the making, unmaking and remaking of the greatest national image of all time

Speaking on YouTube

Speaking on YouTube

A string of funny and insightful anecdotes about the way countries regard (or loathe) themselves, and how that affects outsiders' perceptions (clip: 2 mins).

In the news: Swedish Lapland

In the news: Swedish Lapland

Coverage of a press conference in a Sami-esque tipi. Text in Swedish, radio interview in English/Swedish.

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