Experts

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Companies

Logo Site Link Comment
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Bloom Consulting [1] Nation branding experts working exclusively with countries, regions and cities in the field of tourism, trade and talent.
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Future Brand [2] FutureBrand embraces the possibility and potential tomorrow brings, ensuring our clients’ brands are created and designed to stand the test of time.
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Saffron [3] The company helps our clients transform themselves and their markets.
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Wolff Olins [4] International brand consultants representing clients in all sectors.

Business Professionals

Key Players

Name Title Organisation Link Comment
Simon Anholt Independent Policy Advisor Simon Anholt [5] Strategies for over 40 countries including: Mexico, Germany, Bhutan, the Netherlands, Chile, South Korea, Tanzania, Sweden, The Faroe Islands, plus numerous cities and regions. Publications: "Brand America. The mother of all brands"; Places: Identity, Image and Reputation; Competitive Identity: the new brand management for nations, cities and regions; journal: "Place Branding and Public Diplomacy".
Jose Filipe Torres CEO Bloom Consulting [6] In 2014, José Torres' Bloom Consulting officially launched a new research tool called Digital Demand© (D2©), an innovative way of understanding a nation, city or region online appeal to international tourists. This tool is currently being used by the Tourism Boards of Austria, Germany, Sweden, Aruba, Seychelles, Aruba, Malta, Latvia, Brussels, Madrid and Helsinki, as well as the Investment Promotion Agencies of Latvia, Cape Verde and several european cities.
Wally Olins Chairman Saffron Brand Consultants [7] Strategies for Mauritius, Northern Ireland, Poland, Portugal, Vietnam, London. Publications: "Trading Identities. Why countries and companies are taking on each other's role"


Simon Anholt

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Simon Anholt is an independent policy advisor who helps national, regional and city governments develop and implement strategies for enhanced economic, political and cultural engagement with other countries. These strategies are typically in the areas of national identity and reputation, public diplomacy, economic competitiveness, cultural relations, regional integration, export promotion, tourism, security, foreign direct investment, sustainability, talent attraction and major international events. He is best known for his work on the image and reputation of countries, cities and regions, and as the author who coined the term 'nation brand' in a 1996 academic paper.

He has advised the Heads of State, Heads of Government, administrations, business and civil society leaders of more than 40 countries as well as numerous regions and cities.

He is the founder and publisher of the global annual research studies: Anholt-GfK Roper Nation Brands Index, Anholt-GfK Roper City Brands Index and Anholt-GfK Roper State Brands Index, three major surveys that use a panel of over 20,000 people in 25 countries to monitor global perceptions of 50 countries, 50 cities and the 52 States of the Union. Anholt is a Parliamentarian of the European Cultural Parliament. He was awarded the "Nobels Colloquia Prize for Economics in Trieste", not to be confused with the Nobel Prize, in 2009 and the Prix d'Excellence du Forum Multiculturel pour un Développement Durable (Award for Excellence in Sustainable Development) at the 7th Multicultural Forum at the Palais de la Découverte, Paris, in 2010.

He is the author of the book 'Another One Bites The Grass' and editor of the quarterly journal 'Place Branding and Public Diplomacy'. His book on the role of brands in economic development 'Brand New Justice' was first published in 2003. He is a co-author of Beyond Branding (Kogan Page 2003), Brands and Branding (The Economist 2003), Heritage and Identity – Shaping the Nations of the North (Donhead 2002) and Destination Marketing (Butterworth Heinemann 2001/2003/2009). His more recent books are 'Brand America', (Cyan Books 2004 and 2009); 'Competitive Identity: the New Brand Management for Nations, Cities and Region' (Palgrave Macmillan 2007); and 'Places: Image, Identity and Reputation' (Palgrave Macmillan 2010).

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José Filipe Torres

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Starting from the early age of eighteen, Mr. Torres has been working in the Consulting and Marketing industry across the world. The American company, FutureBrand, invited him to join the company in 2001, where he was responsible for the first Country Branding project ever developed in the company. In 2003 he founded Bloom Consulting, where he currently works as the CEO.

He has been interviewed by The Economist, Forbes Magazine and CNN and today he is considered by many as one of the top global specialists in Country Branding. He is regularly invited as a key note speaker to several conferences across the world, such as the Institute of Cultural Diplomacy (ICD), Berlin; Baltic Development Forum, Helsinki; Federação das Indústrias do Estado de São Paulo; Poland Brand Positioning (together with the Polish Minister of Economy), Warsaw; Latvia competitiveness Forum (together with the Latvian Minister of Economy), Riga. Mr. Torres is also a guest speaker in some of the most prestigious universities in Europe, such as London Business School, IE Business School, Solvay Brussels School of Economics, ESADE Business School, Stockholm School of Economics.

Mr. Torres works directly with heads of state. In his list of clients, you can find the Bulgarian, Polish, Portuguese, Spanish and Latvian governments, along with many others countries and regions in Europe, South America and Asia. Mr. Torres is also a guest at the United Nations WTO Panel of Tourism Experts.

In 2011, his company initiated a global research project, in which 193 countries were analyzed on their respective brand performance. This research is published every year under the name of: “Bloom Consulting Country Brand Ranking”

Wally Olins (1930-2014)

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Wally Olins (19 December 1930 – 14 April 2014) was the Chairman of Saffron Brand Consultants of London, Madrid, Mumbai and New York.

After studying history at the University of Oxford he went into advertising in London. He was sent to India and his first big job was as head of what became Ogilvy and Mather in Mumbai, where he lived for five years. He came back to London and co-founded Wolff Olins. There he was Chairman until 1997. He founded Saffron Brand Consultants in 2001 with an ex-colleague from Wolff Olins, Jacob Benbunan.

Wally Olins has advised many of the world’s leading organisations on identity, branding, communication and other related matters. These include 3i, Akzo Nobel, Repsol, Q8, The Portuguese Tourist Board, BT, Prudential, Renault, Volkswagen, and Tata. He has acted as advisor both to McKinsey and Bain on branding and marketing.

He worked for a number of cities and countries on national brand image including London, Mauritius, Northern Ireland, Poland, Portugal, Vietnam.

Wally Olins wrote several books including the seminal work ‘Corporate Identity’. His book ‘Wally Olins: On Brand’ was published in 20 countries. His latest book 'Wally Olins: The Brand Handbook' was published in May 2008. He taught at many Business Schools including London Business School, Said Business School at Oxford, Lancaster University, Imperial College Business School, Copenhagen Business School and Duxx University in Mexico, and he held seminars on branding and communication issues around the world.

On 9 September 2010, Wally Olins was appointed to create a brand idea and brand identity for the state of West Bengal, India, three months after he had met the chief minister of the state with a proposal to position the state as a place to invest in, study in, work in and visit as a tourist (as reported in The Telegraph). He was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003. He was given the Reputation Institute’s first ever Lifetime Achievement Award in 2006.

Other Business Professionals

Photo Name Title Organisation Link Comment
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Allan, Malcolm Managing Director at Place Matters Ltd. Place Matters Ltd. [8] Placematters was founded in 2012 by Malcolm Allan. Malcolm Allan is a qualified town planner who has worked as a place maker and place brander for forty years in both the public and private sectors in the UK and in many other places around the world. In 2003, he co-founded Placebrands, the world’s first dedicated place brand agency, and then joined Locum Destination Consulting in 2007 to lead on its destination brand work. In 2009 he joined the Development Solutions Team at Colliers CRE and managed the work of its international development team, developing his specialism as a place and destination brander and manager.
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Baker, Bill President of Total Destination Marketing Total Destination Marketing [9]
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Bendel, Peggy R. President of Bendel Communications International Bendel Communications International [10] Peggy R. Bendel is a globally-recognized expert in travel marketing, crisis communications and media training, and has worked for clients around the world. She sits on the Boards of the Association of Travel Marketing Executives (ATME) and the Public Relations Society of America's (PRSA) Travel & Tourism section and is an active member of the Society of American Travel Writers (SATW), Bay Area Travel Writers (BATW) and other industry organizations. She chairs SATW's Phoenix Awards committee and, as a past winner, now serves on the awards committee for HSMAI. She is a frequent speaker at conferences around the U.S. and internationally on the topics of branding, crisis communications, marketing and public relations. Peggy R. Bendel is also an experienced media coach and trainer.
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Cromwell, Thomas President of East West Communications East West Communications [11] 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 a nation branding consultant. 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.
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Freire, Joao R. Place Branding Expert Co-founder of Ecoterra [12] Joao R. Freire has worked in the fields of finance and marketing for several multinational companies in Brazil, Portugal and the United Kingdom. He holds a PhD in Place Branding from the London Metropolitan University (UK), where he is also a guest lecturer in marketing. His research focused on the analysis of the interaction between "place brands" and consumers. Joao’s greatest interest is in branding and, more specifically, Place Branding. After years of quantitative and qualitative research and working on branding issues, he has developed new ideas and a unique methodology for brand identity construction. He is a frequent speaker and author, with his work focusing on topics to do with branding. His articles have appeared in international publications such as Place Branding, Journal of Brand Management, Social Responsibility Journal, the Journal of Tourism and Development and the book 'Nation Branding: Concepts, Issues, Practice'. He has also been invited to serve as a reviewer for the Place Branding Journal, which is published by Palgrave Macmillan, London, UK. Joao works as a Brand Consultant for Brandia Central in Lisbon.
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Guerrini, Sebastian Place branding expert Guerrini Design Island [13] Sebastian Guerrini is a designer in Visual Communication (Argentina), a graduate in Communication Technologies (Netherlands) and Doctor of Philosophy in Communication and Image Studies at the University of Kent (England). He has carried out image and identity design in Latin America, United States, Spain, Portugal, Italy, Ireland, England, Switzerland, Germany and China. He has also developed projects for Amnesty International, UNICEF, UNESCO, CLACSO and the United Nations. Author of the graphical version of the Argentine National Emblem, Sebastian also designed the brand of CONICET, the image of the Museum of Natural Sciences of Argentina and the visual identity of the nation’s Presidency, Ministries and Secretaries of State. Recently, the logo he designed for FIBA (the International Theater Festival of Buenos Aires) colourfully adorned the streets of Buenos Aires.
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Kalandides, Ares Managing Director Inpolis [14] Editorial member of the Journal of Place Management and Development and organiser of conferences on place branding.
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Levine, Andrew President/Chief Creative Officer at Development Counsellors International Development Counsellors International [15] Andrew Levine is currently in the Board of Directors at the International Economic Development Council and he is the President/Chief Creative Officer at Development Counsellors International. He has more than twenty years of experience in "Marketing Places" - working for a broad range of countries, states, regions, cities and other communities. His specialties are economic development marketing, travel marketing, place branding, media relations, and prospect development/qualification.
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Lodge, Creenagh CEO Corporate Edge [16] Renowned CEO, expert on country branding and public speaker.
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Menzel, Daniel Sebastian Founder of the Berlin-based branding agency von FORMAT von FORMAT [17] Expertise: brand management in the area of travelling and tourism, place branding, nation branding.

Academics

Photo Name Title Organisation Link Comment
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Nye, Joseph Harvard University Distinguished Service Professor Harvard University [18] Professor Joseph Nye is an internationally recognised Harvard University professor who, for the first time, in 1990, formulated the concept of ‘soft power’. The notion became internationally known thanks to a piece Professor Nye wrote in ‘Foreign Policy’.

In 2014, he was appointed by the Secretary of State John Kerry to the Foreign Affairs Policy Board. Professor Nye also serves as a Commissioner for the Global Commission on Internet Governance.

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Oliveira, Eduardo Ph.D. Researcher University of Groningen, the Netherlands [19] Eduardo Oliveira is a Ph.D. researcher in Spatial Planning and Environment, Faculty of Spatial Sciences of the University of Groningen, in the Netherlands. Oliveira is also an author at Place Brands. His work focuses on the theory and practice of place branding in strategic spatial planning and his papers include place branding as a strategic spatial planning.
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Avraham, Eli Academic teacher at Haifa University Haifa University [20] He is a senior lecturer in the University of Haifa, Israel. He has published numerous articles on a variety of subjects in professional journals and has also written a few award-winning books, including 'Campaigns for Promoting and Marketing Cities in Israel' (2003) and 'Media Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries and Tourist Destinations' (2008). Professor Avraham has delivered keynote speeches and received an award from the International Communication Association for his research on Israeli advertising.
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Braun, Erik Senior researcher and lecturer Erasmus University, Rotterdam, the Netherlands [21] Erik Braun is a Senior Researcher and Lecturer in Urban Economics and Urban Management at the Erasmus School of Economics, Erasmus University, Rotterdam, The Netherlands. His specialization is city marketing and he has been invited by many cities in Europe as a city marketing expert. He is the (co)author of several books, numerous research reports and has published in journals such as Urban Studies and Environment and Planning. His PhD thesis was titled ‘City Marketing – Towards an Integrated Approach’. He is also one of the initiators of the National City Marketing Monitor in The Netherlands – the first large-scale survey about the practice of city marketing in The Netherlands. Erik Braun teaches City Marketing and Urban and Regional Economics in the educational programs of the Erasmus School of Economics. He contributed to the International International Place Branding Yearbook 2011.
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Go, Frank M. Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands. Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands. [22] Frank M. Go is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands. Prior to his present post he served within business faculties at universities in Canada and Hong Kong. His research focus is on marketing strategy, destination images and brand identity, ICT and innovation, and sustainable business development. He serves as Academic Director of a joint MSc program between the RSM and the Hotel School, The Hague, The Netherlands, and is a visiting professor at Rikkyo University, Tokyo, Japan and the Open University Business School, UK. Go has also (co-)written more than 125 journal articles, official reports and book chapters, in which most of his writing has focused on the need to integrate technological, market and organizational change in travel, destination and hospitality contexts to improve the effectiveness of organizations. He made contributions to the International Place Branding Yearbook 2011.
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Govers, Robert Adjunct Associate Professor at the University of Leuven University of Leuven [23] Robert Govers is an adjunct associate professor at the University of Leuven, Belgium, and a visiting scholar at the Rotterdam School of Manag­ement, The Nethe­rlands, IULM University Milano, Italy, and several institutes in Dubai, United Arab Emirates. He also teaches Place Branding on the UNESCO World Heritage at Work Master programme in Torino, Italy. Besides this, Govers is an indep­endent place branding advisor for national, regional and city government admin­istra­tions. Govers is co-editor of the quarterly journal, Place Branding and Public Diplomacy. Together with Prof. Dr. Frank Go he is the author of: Place Branding: Glocal, virtual and physical, identities const­ructed, perceived and exper­ienced (2009) and editor of the Inter­natio­nal Place Branding Yearbook Series (2010, 2011 and 2012) all with Palgrave Macmillan. He also co-authored over forty journal articles, book chapters and conference papers in the field of place branding, tourism, reputation manag­ement, e-commerce and marketing research. Govers has delivered over sixty public speeches and over twenty business publi­catio­ns.

Govers has both a doctorate(2005) and master’s degree (1995) from the Rotterdam School of Manag­ement, Erasmus Unive­rsity, The Nethe­rlands. He is also a member of the jury for the Dutch City Marketing Innovation Award.

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Insch, Andrea Senior Lecturer University of Otago, Marketing Department [] Dr. Andrea Insch’s research expertise is focused on place-based marketing, with an emphasis on understanding and measuring the ways that place identity can create stakeholder value. She is working on defining and measuring place brand equity in New Zealand’s cities and regions and hopes to extend this research to other countries. She was recently awarded a School of Business Emerging Researcher Award.
Morgan.jpg Morgan, Nigel Professor of Tourism Studies Cardiff Metropolitan University [24] Several publications on destination branding such as, “New Zealand, 100% Pure. The creation of a powerful niche destination brand.”
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Nolopp, Brigitte Academic University of Kassel [25] She was responsible for East Frisia's new regional brand between 2000 and 2005. She is currently writing a case study about the value-based management of the brand and working on her doctoral theses at the University of Kassel.
Papadopoulos.jpg Papadopoulos, Nicolas Chancellor's Professor Sprott School of Business [26] Publications: "Place Image and Place Branding: What the Data Tells Us", "Place Branding: Evolution, Meaning and Implications", “The Rise of Country Branding: Implications for Business in Developed and Developing Countries”, in Jozsef Beràcs, ed., New Frontiers in Marketing Strategy: Brand Value and Business Success.
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Temporal, Paul Director of research and CEO. Said Business School, University of Oxford and SXTC Global [27] His works include 'Branding in Asia: The creation, development and management of Asian brands for the global market' and 'Islamic Branding and Marketing: Creating a Global Islamic Business'. He has also lectured about Country Branding at Said Business School.