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Bill Baker

Portland, Oregon

Author, city branding and tourism consultant and speaker

Interests: Portland Trailblazers, Seattle Mariners, Aussie cricket team, and walking Rocky the Wonder Dog

Recent Activity

Successful City Branding: Don’t Hire a Painter if You Need an Architect

We have recently encountered situations where advertising, web design, visual design and communications agencies pitch for, and win, the development of brand strategies for cities and regions with disastrous results. Unfortunately, few of these agencies had any tourism or city brand planning credentials. Brand planning can be a very confusing... Continue reading

Posted May 13, 2013 at Small City Branding Around the World

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Is Glasgow Heading in The Right Direction for Its City Brand?

Over the years I have admired the way in which Glasgow, Scotland overcame its reputation for urban and industrial decay to be recognized as European City of Culture in 1990. In recent decades Glasgow has also been at the forefront in developing several brand strategies to define and project its... Continue reading

Posted Apr 30, 2013 at Small City Branding Around the World

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Brand Planning Should be the CEO’s Baby

At the conclusion of a recent presentation on place branding, I was approached by the CEO of a mid-west Chamber of Commerce who lamented that their brand planning had resulted in a bland and uncompetitive outcome. To my surprise, the CEO went on to take the blame himself by saying,... Continue reading

Posted Apr 22, 2013 at Small City Branding Around the World

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Developing a Place Brand Calls for a Different Approach

When discussing the differences in branding places and consumer products with friends in advertising agencies, they frequently maintain that there is no difference between the two. To some extent they are correct. However there are differences that have a profound influence on the brand planning, brand implementation and brand management.... Continue reading

Posted Apr 17, 2013 at Small City Branding Around the World

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Washington State Legislators Didn't Get the Memo

I was pleased to read the report “Travel Means Jobs” by the U.S. Travel Association which highlighted the growing awareness of the role that tourism can play in the US economy. Unfortunately, the Washington State legislature didn’t get the memo because its new draft budget again provides no funding for... Continue reading

Posted Apr 8, 2013 at Small City Branding Around the World

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Change Management is at the Heart of Successful City Branding

After decades of developing brand strategies for places of all sizes, I recognize that to be successful they are fundamentally an exercise in change management. Success invariably involves shifts, changes and new focus that can leave some feeling disempowered or losing. For others, they simply don’t like anything outside of... Continue reading

Posted Apr 2, 2013 at Small City Branding Around the World

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What Can Cities and Destinations Learn From Volkswagen?

One of the essential mantras for successful branding is to over-deliver on your promise and focus on the experiential qualities of the brand. Many places really struggle with this concept and all too often look to their frontline staff to smile more in the belief that this is all it... Continue reading

Posted Mar 26, 2013 at Small City Branding Around the World

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Mankato MN Brand Rallies Community Support

Last week I blogged about how Plymouth, England was at a pivotal point in its brand development where it had to get everyone on the same page. Plymouth seemed to be trying to rally key stakeholder support after the strategy was released to the public. In contrast, last week I... Continue reading

Posted Mar 19, 2013 at Small City Branding Around the World

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Plymouth's Ocean City Brand Calls For Broad Support

There is no doubt that the city brand strategy announced last week for Plymouth (England) is on the money when founding the brand on the city’s maritime heritage. Though being ‘Britain’s Ocean City’ might cast the net a bit too broad, it does encompass the port’s role in the nation’s... Continue reading

Posted Mar 13, 2013 at Small City Branding Around the World

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The Bahamas Introduces Innovative Sustainability Model

The Bahamas has been a leader in destination branding for decades. One of the critical elements underpinning its brand identity is its pristine marine environment and wildlife, particularly those associated with the cays. So I was very impressed to see the work this small nation is doing to ensure the... Continue reading

Posted Mar 8, 2013 at Small City Branding Around the World

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End the Guessing Games! We Need Budget Disclosure in RFPs.

Last week, I had a rather unusual phone call from a CVB executive. She was enquiring as to whether her CVB should include the budget in the Request For Proposal (RFP) for destination branding they were preparing to send out. The person went on to enquire as to whether including... Continue reading

Posted Feb 26, 2013 at Small City Branding Around the World

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Will ‘American Dream Composite Index’ Enhance Place Branding and Marketing?

For several years, nations and global cities have been able to monitor their brand equity and performance using The Anholt-GfK Roper Nation Brands Index and The Anholt-GfK Roper City Brands Index. These indices have provided a consistent framework to measure perceptions of nations and major international cities on the basis... Continue reading

Posted Feb 19, 2013 at Small City Branding Around the World

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What is Branded Wayfinding?

We receive many emails and calls from city leaders, practitioners and students around the world. I’ve decided to share some of the responses and added comments with readers of this blog. This email is from Doris at the economic development department of a small city in Washington State, “Should we... Continue reading

Posted Feb 14, 2013 at Small City Branding Around the World

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Fifteen Common Place Branding Pitfalls and How to Avoid Them

Adopting a city brand offers tremendous rewards if done correctly. However, sometimes these well-meaning efforts introduce levels of complexity and pitfalls which could easily have been avoided if leaders had understood the nuances of brand planning for cities. Many city branding projects get off to a great start with a... Continue reading

Posted Feb 5, 2013 at Small City Branding Around the World

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Objectivity and Know-how Are Essential for Sustainable Place Brands

We receive many emails and calls from city leaders, practitioners and students around the world. I’ve decided to share some of the responses with readers of this blog. This email is from Brian at a small Mid-west chamber of commerce, “Is it possible for a local committee to brainstorm and... Continue reading

Posted Jan 29, 2013 at Small City Branding Around the World

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Disney “Commandments” = Great Learning for Cities and Downtowns

I recently came across the informal guidelines that have inspired and guided generations of Disney Imagineers as they design and manage the Disney theme parks and guest experiences. These guidelines are based on the original insights that Walt Disney used when he built Disneyland in 1955. But it was Marty... Continue reading

Posted Jan 24, 2013 at Small City Branding Around the World

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Repositioning Chengdu, China Beyond Pandas

The announcement of a new mega infrastructure project or a new city in China is so commonplace these days that they seem to blend together. However, what is happening with Chengdu in Southwest China has really caught my attention. It was the advertising on CNN International that first caught my... Continue reading

Posted Jan 17, 2013 at Small City Branding Around the World

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Can India Truly Develop as a Compelling and Durable International Brand?

As a place branding specialist and the father of two young ladies I have paid close attention in recent weeks to the brutal rape and murder of a young woman on a New Delhi bus, the ensuing global outrage and the possible implications for India. A country that I admire... Continue reading

Posted Jan 15, 2013 at Small City Branding Around the World

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Australia Honors Paul Hogan for ‘Shrimp on the Barbie’

I’m pleased to see that later this month Australia will honor Paul Hogan for his role as a spokesperson for the Australian Tourist Commission (now Tourism Australia), and specifically, the iconic “Come and Say G’Day” campaign. Yes, that’s right. The term, “"I'll slip an extra shrimp on the barbie for... Continue reading

Posted Jan 10, 2013 at Small City Branding Around the World

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How Should You Assess a Destination Tagline?

Rarely a week goes by when we don’t see another round of city and destination slogans and taglines announced. Some are pretty good, many are plain lame, insipid and self-congratulatory, and some are just downright infuriating. A tagline is a word or short phrase that captures the spirit of the... Continue reading

Posted Jan 8, 2013 at Small City Branding Around the World

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Top Seven Place Branding Posts of 2012

During 2012, I covered a lot of territory within the practice of place and destination branding, many included places around the world. Blogs covering many locations in the USA, as well as Morocco, India, East Africa, and Canada, and even Homer Simpson generated considerable interest. But it was the more... Continue reading

Posted Dec 31, 2012 at Small City Branding Around the World

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22 Immutable Laws of Place Branding (And a Few More)

I really admire the work that Ed Burghard of The Burghard Group is doing at Strengthening Brand America to advance the thinking in applying private sector branding principles to the field of place branding. His latest contribution is to take on the challenge of translating the landmark 22 Immutable Laws... Continue reading

Posted Dec 19, 2012 at Small City Branding Around the World

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Are Emotional Benefits Always in Your Destination and Place Branding?

One of the most overlooked, yet most powerful component in the branding of places is the role of emotional benefits. This was recently the subject of considerable discussion at Strengthening Brand America between Glenn Myatt – Brand Truth, Tom Buncle - The Yellow Railroad, and myself. Emotional benefits are the... Continue reading

Posted Dec 17, 2012 at Small City Branding Around the World

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Will Aviation, Tourism and Place Branding Boom Across Africa?

There are increasing signs that aviation, tourism and the adoption of place branding strategies are about to herald a new era for many African countries and cities. A growing middle class and consumer demand, coupled with unprecedented interest by private equity firms is fueling growth in a variety of industries... Continue reading

Posted Dec 10, 2012 at Small City Branding Around the World

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A Controversial City Name Change: The New Battle of Stalingrad?

For those with a decent knowledge of world history, the mention of “World War II” and “Russia”, quickly leads to the “Battle of Stalingrad”. This battle was a major turning point of the War. The Atlantic Cities highlights the prospect of the Russian city of Volgograd changing its name back... Continue reading

Posted Dec 5, 2012 at Small City Branding Around the World

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