Moving the Brand Wheel

Many Destination Marketing Organizations engage in “tweaking” or completely changing their brand architecture and messaging. This is a natural reaction to changes in customer behaviour patterns and the continual effort to ”Edge” the competition’s brand messaging.

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BUYING IS 100% EMOTIONAL- Even When It Comes To Destinations

Can it be true? The complexities and dynamics of choosing a destination are so involved. The bid brief is based on objective criteria. The association or corporation has clear goals. Are you thinking that it’s not very emotional? Yes, lots of people are involved in making a decision about where an event will be held. The decisions are often characterized as “political.” Politics is VERY emotional; need we say more?

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Europe's Trouble Could Mean Opportunity

A column written by Gary Grimmer featured in KONGRES magazine Autumn Issue (VOLUME VI, ISSUE 4, OCTOBER 2012) Europe is going through some tough times, but often there is opportunity in adversity. The key is finding it and taking advantage of it at the right…

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Forget Loyalty, Relevance is the New Reality

Perhaps one of the most fundamental recent shifts in the association world is the decline of loyalty.

In days gone by, members were loyal and felt a deep sense of belonging. Today things are more about relevance and ROI. Before people felt a need to be part of the community, while today the communities are battling to maintain audience. Think about it. That’s a 180 degree wind change.

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