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In creating a 'Metabrand'™
one looks at the holistic picture of a country
or region. That is to say when 'metabranding'
a country or destination, it is not only about
differentiation but also about providing real
tangible support for all key sectors of the
economy which, these days, are increasingly
interrelated.
In this respect branding a tourist
destination becomes an integral part of creating
a brand for a country. Says Mr. Cromwell, "even
in developed countries, there are many dangers
to consider in branding a destination. First
among these is that the experience of visitors
outside the destination can spoil the visit
itself. Poor infrastructure, surly officials
or petty deceptions practiced by taxi drivers
or shop keepers can ruin any positive experiences
at the destination. The best strategy to limit
these risks is metabranding, that is to recognize
that any destination is part of a bigger reality
and part of a world in which the unexpected
can and does happen. Metabranding does not replace
destination branding and marketing, but creates
a safety net around them by providing a context
for the destination - for countries that do
have a lot of problems surrounding their destinations,
the branding process can help identify and deal
with them. A well developed Greece Metabrand
would show, for example, the country to be stable
and modern and with a diverse economy, great
strategic location and capable people. Marketing
Thessalonki as part of that metabrand would
protect it against any of the possible dangers
mentioned above."
Thomas Cromwell, is the President
of East West Communications and one of the world's
leading experts on nation branding. In 2005,
the WTO Press and Information Department invited
him and East West to serve as nation branding
consultants. He has traveled to over 110 countries
and worked with many governments on their branding
and communications needs, including the preparation
of country reports for The Washington Post,
The Washington Times and other media. Countries
he has worked with include Greece, Egypt, Kazakhstan,
Ukraine, Fiji, Peru, Liechtenstein, Singapore
and Zambia. He has written hundreds of articles
on international affairs and is the Managing
Editor of DiplomaticTraffic.com. He is currently
working on a book about metabranding and how
it can benefit countries. He has also been a
key figure in the development of Global Business
Gateways, an Internet-based tool to help countries
promote their exports, inbound investment and
tourism.
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