Dynamic Branding ® – Kill the brand life-cycle!

Owners of consumer brands have traditionally had a choice in changing times. They could review the effectiveness of their brand every few years and then, if necessary, relaunch it or replace it with a new one – allowing the outdated brand to slowly die (completing its 'life-cycle'). Simply put, this is how brands have survived through time.

Countries and destinations didn’t have that luxury. The internet has now changed that.

In world tourism, new media, cheap transport, increased choice, increased prosperity, evolving expectations, interests and concerns add up to  a revolution.  As a result, attitudes to countries, and tourists’ expectations of destinations, change on a continuous basis now. Fickle tourists adopt new fashions or note new destinations, and perceptions of you change every day.

Nations concerned about their reputation find that popular and media opinion is increasingly volatile and quickly influenced. Views and perceptions, justified or ignorant, are disseminated with equal speed by blog, SMS or email.

But that speed of change need not be a threat.

Get on top of it, surf the wave with panache and it will give you new opportunities every day – and the means to exploit them.

So to keep moving forward you may well be obliged to continuously adapt not just your product but also your image and positioning. And if you do not, you will surely lose out - to other destinations more alert to new opportunities and new emotional buttons waiting to be pressed.

That’s why we call what we do Dynamic Branding®. 

Dynamic Branding® in action means, first of all, continuous revolution. It’s a readiness to keep up to date by steady adjustments to positioning and brand image.  More...

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