Treat Place Branding as Change Management, Not Design. (Soydanbay) The success rate of a place branding project is less than 15%. Most place branding initiatives are prematurely ended within a year of introduction. If we insist on treating place branding as a visual exercise, then we would state that the logo is the key deliverable. But for a place branding project to be successful, the focus should be on engagement, not design.
Visuals provide a chance to pair your brand with a story, with a personality, with a soul. Photos infuse your brand with life and crowdsourced photos infuse your brand with your target market’s lifestyle. [infographic]