My presentation material when I spoke at a Regional Economic Development Forum, endorsed by UNDP (United Nations Development Program), Vienna, Austria. February 2011. My topic "Regional Branding" was meant to provide a introduction with background theories on brand-building, and how countries (and their stakeholders) need to think of themselves as a Brand. Where the goal for every country is ideally three-fold: Position itself as a Unique Destination, as a Nation Brand that can attract; 1. Tourism, 2. Trade, and 3. Investment.

1. REGIONAL BRANDING By: Dian Hasan, Mindcode San Diego, CA, USA Jakarta, Indonesia (Translation: How on earth do I attract TTI and more to my region)?

2. Fact: Worldwide, over 200 national economies are competing in the destination market. 2006: global government and capital expenditure exceeded US$1,480 billion making destination branding an important concept that still remains fragmented and unplanned. “ Journal of Place Management and Development

3. Aah.. the beauty of nature!

4. Let’s just bottle it and sell it! And the excitements of urban energy!

5. Destination branding differs in challenges vis-à-vis product and service branding. … a strong fit with the model suggesting that destinations can use this as a basis for continuity in strategy even as governments change. Journal of Place Management and Development “ Brand-building TAKES YEARS of effort and investment!

6. Rome was not built in a DAY! Neither was its IMAGE

7. It all occurs in the mind! Not yours! But your customers‘ It involves your customers’ feelings/emotions. Not yours!

8. Again: It all occurs in the mind!

9. It’s the strategy and tools you use to ensure this image “sticks” in your consumers mind. An image that is positive, most of the time.

10. Thahir Square Protests, Cairo. Feb 2011 It’s a country’s overall image and reputation, built over time.

11. Destination branding is about having a clear SENSE OF PLACE and STORYTELLING . ~ Tom Buncle, Int’l Destination Branding Expert “

12. It’s a difficult position, being a Westerner, evaluating such culturally sensitive work. Obviously much thought and care has been invested into ensuring the brand is respectful of the traditions and culture of Abu Dhabi, whilst also being enticing and relevant for an international audience… Re Brand Consulting (Satchi subsidiary) , Sydney, Australia. While working on the Abu Dhabi Destination Branding Campaign “ Under-standing culture in any brand-building is CRUCIAL!

13. END GOAL: WE ALL WANT YOU IN THIS PICTURE!

14. Strong Nation Brand Work Live Visit Do business Invest Buy from (Trade) The importance of a strong Nation Brand Not only for Tourism! T.T.I. (Tourism, Trade & Invest-ment!) T.T.I. (Tourism, Trade & Invest-ment!) A lot is riding on a strong/compelling Nation Brand

15. A place is so much more. So many unique ingredients make a place.

16. And the greatest differentiator: PEOPLE and their CULTURE. 1. How ___ do you look? 2. How ___ do you taste? 4. How ___ do you sound? 3. How ___ do you smell? 5. How ___ do you feel?

17. A Nation Brand includes this…

18. And this…

19. This…

20. And even this… Q: What’s wrong with this picture? A: NOTHING! Coz it’s true!

21. “ Just follow NIKE: In fact, if desination marketers only remember ONE PIECE OF ADVICE, it had better be this: Do not think about what to say next; THINK ABOUT WHAT TO DO ~ Simon Anholt, Int’l Nation Branding Expert I dislike the term Nation Branding, but I may have accidentally talked about Nation Brands. These two are very different.

22. BRAND Logo Beha-vior Imagery Social Media Digital Engagement Marketing Campaign Broc-hure, Print, etc. Website 5-Sense Brand Touch-points Everything should start and end with a Brand Crucially Impor-tant!

23. Sensorial Branding: the most powerful brands The most successful BRANDS are those that deliver a memorable multi-sensory experience. smell taste sound sight touch

24. Because it’s not as simple as bottling all the wonderful contents into a bottle of shampoo... … and promote it as the most amazing product…

25. … that competes for shelf space… … in a crowded supermarket.

26. … in a world of saturated media… … screaming to be heard in a sea of clamor…

27. Because everyone wants a piece of that action…

28. Yes, everyone…

30. And experiencing her breathtaking landscapes? And tasting her unforgettable cuisine? And touched by her rich historical past? All this is Nation/Destination Branding But it’s really not that simple

31. THANK YOU!

32. Dian Hasan Brand Storyteller & Asia Partner San Diego, California. Jakarta, Indonesia www.mindcode.com Mobile: +1 619 246 2311 (USA) Mobile: +62 811 773 893 (Indonesia) Email: [email_address] , [email_address] Blogs: Ideas Inspiring Innovation www.dianhasan.wordpress.com , www.enchantingeden.wordpress.com , www.endangerededen.wordpress.com USA Mexico Colombia Bolivia Peru Argentina Indonesia

33. USA Mexico Colombia Argentina Indonesia