destination branding: bravery should foster competitive advantage

in a recent article ‘Destination branding: how marketing makes a country stand out’ Julia Berg of Charisma PR rightly said ‘ Country and region brands are everywhere, and each is aimed at helping the consumer see a destination in a different light’.

but my concern is do they?

with so many country brands competing for consumers’ attention, there is a tendency for messages to merge together in a swirl of words and images is the consumer actually still left with far too much work to do.

the purpose of marketing – and direct marketing in particular is to give consumers a shortcut. in effect reduce choice.

how often do you hear it expressed like that?