Brand loyalty. You've heard it a million times. Coke drinkers drown Pepsi fans. Chevy claims a louder roar than Ford. Nike runs faster than Adidas. And, so it goes. It's about a name, and each name carries with it a distinctly different brand. The same is true for the hospitality industry, whether you're flying, "The Friendly Skies," or having it, "Your Way," while juggling a coke, burger and navigating a steering wheel.
So, what about destinations, and doesn't the same hold true with how destinations are marketed? Absolutely! Brand marketing is what sets apart the distinctly different characteristics of a destination, and it's a process that involves more than simply affixing an eye-catching logo. What's more, according to the International Association of Convention and Visitor Bureaus (IACVB),"Each destination works to clearly define the points that differentiate it from competitors in the minds of visitors and to create a 'promise' that frames the destination experience for visitors."
However, up to this point, Carlsbad has not cultivated its brand image, and the Carlsbad Convention and Visitors Bureau plans to move forward over the next 12 months to create the "Carlsbad Brand." According to IACVB, there has is an upsurge by cities throughout the U.S. that have initiated some type of branding. They point to the Santa Monica Convention and Visitors Bureau as one example of where they have taken branding to an entirely new level by working with all stakeholders, residential, business and the political leadership, to craft a "travel destination strategy."
Pulling everyone together in Santa Monica would seem like an impossible task, given the political, cultural and social diversity in that community. But, Misti Kerns, President and CEO of the Santa Monica CVB, proudly declared at the California Travel Industry Association's annual conference, "When you can bring together 11 different interest, from the right and the left, and have everyone agreeing on a single item, then I'd have to say that's success, and that's what our branding experience has done for our community."
Patrick Fearn, CVB Board Chairman, agrees with Kern's statement and said, "It would be highly desirable if all elements within Carlsbad were also on the same page with respect to branding the destination." He believes that, rather by having the City convey one image, the Chamber another and, still another, by the CVB, "the brand becomes confusing, at best." He said there are numerous other examples of where brand development is succeeding, and said that Carlsbad has a wonderful opportunity to capitalize on all that makes Carlsbad so desirable.
In Destination BrandScience, co-author Duane Knapp points out that, "Stakeholders and visitors are often at odds over the brand perception of a destination. The Brand Assessment will help bring these differing viewpoints to a consensus." That's where the Carlsbad CVB hopes to go over the next 12 months if, the proposed Tourism Business Improvement District, is approved by Carlsbad's lodging interests sometime this summer. Knapp said that the positive outcomes of branding are many, and that "CVBs throughout the country that have embraced and implemented an overall strategic approach to destination brand development have seen their investment payoff."
"Brand development is a science, and it's not cheap, however, it's something we need, sooner than later," said Fearn. The bureau would like to eventually hire branding professionals to make sure, "we do it right, start to finish."
Michael D. Gehrisch, IACVB's President and CEO, said it best. "Transforming a destination into a brand requires the same disciplines and processes used by any other business enterprise or organization regardless of size or type. To be a brand, one doesn't just say, 'I am a brand, therefore, I am.' It is close, but not quite. To be a brand, one has to first 'think like a brand.' Thinking like a brand requires a different mindset, perspective and approach from just 'business as usual.'"
With that said, there's exciting work, ahead.
Burkhart is the Executive Director, Carlsbad Convention & Visitors Bureau
So, what about destinations, and doesn't the same hold true with how destinations are marketed? Absolutely! Brand marketing is what sets apart the distinctly different characteristics of a destination, and it's a process that involves more than simply affixing an eye-catching logo. What's more, according to the International Association of Convention and Visitor Bureaus (IACVB),"Each destination works to clearly define the points that differentiate it from competitors in the minds of visitors and to create a 'promise' that frames the destination experience for visitors."
However, up to this point, Carlsbad has not cultivated its brand image, and the Carlsbad Convention and Visitors Bureau plans to move forward over the next 12 months to create the "Carlsbad Brand." According to IACVB, there has is an upsurge by cities throughout the U.S. that have initiated some type of branding. They point to the Santa Monica Convention and Visitors Bureau as one example of where they have taken branding to an entirely new level by working with all stakeholders, residential, business and the political leadership, to craft a "travel destination strategy."
Pulling everyone together in Santa Monica would seem like an impossible task, given the political, cultural and social diversity in that community. But, Misti Kerns, President and CEO of the Santa Monica CVB, proudly declared at the California Travel Industry Association's annual conference, "When you can bring together 11 different interest, from the right and the left, and have everyone agreeing on a single item, then I'd have to say that's success, and that's what our branding experience has done for our community."
Patrick Fearn, CVB Board Chairman, agrees with Kern's statement and said, "It would be highly desirable if all elements within Carlsbad were also on the same page with respect to branding the destination." He believes that, rather by having the City convey one image, the Chamber another and, still another, by the CVB, "the brand becomes confusing, at best." He said there are numerous other examples of where brand development is succeeding, and said that Carlsbad has a wonderful opportunity to capitalize on all that makes Carlsbad so desirable.
In Destination BrandScience, co-author Duane Knapp points out that, "Stakeholders and visitors are often at odds over the brand perception of a destination. The Brand Assessment will help bring these differing viewpoints to a consensus." That's where the Carlsbad CVB hopes to go over the next 12 months if, the proposed Tourism Business Improvement District, is approved by Carlsbad's lodging interests sometime this summer. Knapp said that the positive outcomes of branding are many, and that "CVBs throughout the country that have embraced and implemented an overall strategic approach to destination brand development have seen their investment payoff."
"Brand development is a science, and it's not cheap, however, it's something we need, sooner than later," said Fearn. The bureau would like to eventually hire branding professionals to make sure, "we do it right, start to finish."
Michael D. Gehrisch, IACVB's President and CEO, said it best. "Transforming a destination into a brand requires the same disciplines and processes used by any other business enterprise or organization regardless of size or type. To be a brand, one doesn't just say, 'I am a brand, therefore, I am.' It is close, but not quite. To be a brand, one has to first 'think like a brand.' Thinking like a brand requires a different mindset, perspective and approach from just 'business as usual.'"
With that said, there's exciting work, ahead.
Burkhart is the Executive Director, Carlsbad Convention & Visitors Bureau