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Mohammad Anas Wahaj | 28 aug 2019
According to Wikipedia, 'Place branding (including place marketing and place promotion) is a new umbrella term encompassing nation branding, region branding and city branding. Place branding is the process of image communication to a target market. It is invariably related to the notion that places compete with other places for people, resources, and business...A place brand is a network of associations in the place consumers' mind based on the visual, verbal, and behavioral expression of a place and its' stakeholders. These associations differ in their influence within the network and in importance for the place consumers' attitude and behavior (Erik Braun, Sebastian Zenker; 2017). It therefore aims to affect the perceptions of a place and position it favourably in the minds of the target groups. Place branding can even be considered as a governance strategy for projecting images and managing perceptions about places (Erik Braun, Jasper Eshuis, Erik-Hans Klijn; 2014).' Bill Baker, veteran place brander and author of the recent book, 'Place Branding for Small Cities, Regions and Downtowns: The Essentials for Successful Destinations', while speeking with Bobby McGill, founder and publisher of Branding in Asia, shares insights based on his long experience in destination marketing and tourism development. Mr. Baker says, 'Tourism can play a very positive role as part of an economic development strategy. However, locations around the world are recognizing that there is the need for a tourism masterplan to balance the marketing of the destination with the need for sustainable and harmonious development to meet community values and aspirations while meeting the needs of external audiences.' Explaing some of the mistakes in place branding, he says, 'The most common mistake or weakness that we see in place branding very often relates to positioning. Defining the brand position for a city, downtown or region is, without a doubt, the most important and trickiest part of the entire process. If they don't get this part right, everything else will miss its mark, since it's the positioning and its relevance to target audiences that informs and shapes all other elements of the brand. Compounding this is the challenge of dealing with the many competing voices of stakeholders.' He also cautions, 'Place branding can be a perilous journey. Some do a great job with defining their brand identity, but soon falter or fail when it comes to deployment and brand management, and the consistency needed to follow the agreed strategy. Others are unable to sustain the leadership, funding, personnel, and partner enthusiasm required to succeed...Our experiences have shown that a lack of understanding about branding, particularly among key decision-makers can be the Waterloo or graveyard for a place branding initiative. Unless staff and committees can get beyond thinking in terms of logos and taglines, or mistaking a snappy campaign theme, then their efforts to define and deploy a genuine, unifying place brand will likely fail.' Regarding the book, he says, 'The focus of my book is on smaller cities and regions, and their focus may not be on tourism alone. Instead, their brand development may be centered on an overarching brand to embrace tourism, economic development, education, relocation and inward investment. Developing an overarching brand often brings to the table many participants who may not be familiar with branding, or in some cases, marketing.' He suggests, 'A multitude of stakeholders will be, or at least should be, involved in revealing a city or downtown brand, and this will depart from the accepted path for branding corporate products and services. One reason for this variation is the composite nature of places. They are a compilation of many independent and competing businesses, products, and experiences that are owned and managed by many different entities. There's no single custodian or owner of the brand. Community leaders who are aware of the differences in branding places and consumer goods are in a much better space to adapt to these challenges when they become evident...One of the leading determiners regarding who will lead the effort comes down to who is funding the project. Place branding frequently involves a single source of funding...Economic development organizations and DMOs (Direct Marketing Organizations) are usually the best-situated entities to plan, coordinate, and manage a place branding initiative...Determining the lead organization can involve balancing acts...Hence, the calls for DMOs to broaden their roles within communities and bring all parties together.' Read on...
Branding in Asia:
Q&A: Insights from Veteran Place Branding Guru Bill Baker
Author: Bobby McGill
Mohammad Anas Wahaj | 18 aug 2019
Startups are enabling tech-based transformation of India's retail sector through Android-based smart PoS (Point of Sale) devices. The promise of these devices goes beyond payments and makes supply chain more efficient with data analytics and potential credit scoring. Vicky Bindra, CEO of Pine Labs, says, 'Retailers and merchants from diverse sectors such as electronics, food and beverage, fashion, pharmacy, telecom, and airlines are adopting the new smart PoS machines to improve their efficiencies and enhance consumer's shopping experience.' Praveen Hari of industry association iSPIRT says, 'Today a smart PoS device is not just accepting cards, but they can also provide UPI (unified payments interface) pull transactions, QR codes (displayed on screens), NFC (near-field communication) transactions, wallet transactions, or basically, any payment mode that is available in India.' Ashish Jhina, co-founder of Jumbotail, says, 'Today smart PoS machines can do four key business functions: payment, billing, inventory management, wholesale procurement.' Smart PoS data is also valuable for credit scoring. Mr. Hari explains, 'The GST data itself is good enough for a lender to make a lending decision and the shopkeeper or his FMCG distributor now has an incentive to report all the transactions. The transaction data itself can help a lender make a lending decision.' Manish Patel, CEO of Mswipe, says, 'We have engineered a credit model where when our merchants can borrow money (to make wholesale purchases) from any of our NBFC partners, based on data we provide...In terms of recollection, the merchant can opt to pay back in daily and monthly instalments.' Read on...
Wireless, smart PoS devices revamping India's retail landscape
Author: Salman S. H.
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