The spontaneous brand

I will not enter into any details regarding the (low) degree of insanity of this story with UFOS, Armageddons and other double vision effects. For the branding and PR point of view, for me it was interesting how the image of this Bugarach, a relatively unknown place inside and outside France, turned into a most see destination (and not only for the sake of post-2012 survival). With advantages - as people who bought land and who are heading (in flows) to this place, investing in hotels and other services - and disadvantages - as the immediate danger for the quiet life of the people. If the elements of this image are truth or not, reliable or not, created or invented this doesn't matter. The final result is the collective work of people's (secret) wishes, their desires and mental needs. From now on, it's the duty of brand managers and communicators to continue the work.

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Local branding: Berlin experiences

You have one city - Berlin - , with a strong and long history, a powerful brand, a top destination for the worldwide tourists. And a couple of icons, as the Reichstag, Museums, the Checkpoint Charlie, Spree and Kreuzberg to randomly mention just a couple of them - and not all, of course. But, at the grassroots level some new and old trends are more and more obvious: the power of the local branding within a local, powerful brand part of an international strong brand - Germany. During the summer, all across Berlin, in Spandau or Neukolln, just to stop to the two I already attended, local festivals - for a day, a week-end or a whole week took place: open-air concerts, and discos, exhibitions, wine and food tasting. A good occasion to increase local investment - because you need to bring the small companies, to make the concept and print the presentation materials, to invite the artists etc. But, in the same time, a valuable opportunity for the local community to better know each other, to get involved in organising their local small events. As for the tourists, if they are having the chance to be around, they could discover another kind of town, not yet too much introduced in the usual touristic guides.