UP is heading to Liverpool soon for a two-day Ted-style conference on place branding. The International Place Branding Event Liverpool 2018 happens on the 10-year anniversary of Liverpool being named the 2008 European Capital of Culture. Why Liverpool you might say? Beyond the Beatles and its famous football club, Liverpool has a lot to offer in understanding what makes a place a destination.
Award-winning BBC Journalist and Broadcaster Ritula Shah has joined the line up of speakers for the International Place Branding Event Liverpool, which takes place May 31st and June 1st. She will be talking about the importance of identity.
For many companies, the logo is the essence of the brand. Yet, are logos really what a brand is about? Today, many brands are streamlining their logo designs for the digital era. What does that say about traditional logo design? Are logos still relevant? Let's start by looking at how logos evolved.
When it comes to destination marketing, there are a lot of examples of places that stand out, as well as examples of place marketing that flops. So what works what it comes to place marketing? Let's consider a couple of cool ideas. Or some very cold ones, perhaps, from the frozen north.
Marketing to scientists has some noteworthy differences compared to other B2B businesses and not just because scientists are a special breed of people. There are also some fundamental differences in how scientists typically perceive their jobs compared to how more corporate types might.
In order to truly communicate with life scientists, marketers need to understand their audience. Are scientists just like everyone else? Or do you need to wear haz-mat suits to talk to them? What does the DNA of effective life science marketing look like?
Place branding and destination marketing
Wish You Were Here, The Branding of Stockholm and Destinations, covers the key elements in developing a successful destination branding program and looks at other relevant examples from around the world, such as New York, Liverpool, Barcelona, The Ice Hotel, Hollywood and more. It examines the similarities with the branding of consumer products as well as the major differences and challenges.
It’s no secret that the cloud has significantly disrupted the way businesses are run today. Think about Über, Amazon and Facebook. Yet, most businesses have not moved into the cloud in their everyday way of working. Start-up companies using traditional models to build their businesses often struggle with high overhead costs, such as expensive office space and employee salaries and benefits.