January 01, 2006
Nepal will begin a destination branding campaign this year. On the surface of it, it looks like any of the usual tourism-based programmes that I have criticized over the years. However, I think the Nepalese have one thing going for them: a belief in karma and unity. This may allow the brand to develop organically.
The Nepalese strike me as a people who have a ﬁrm, uniﬁed idea of what their nation stands for. It shouldn’t be tough for individual Nepalese companies and people to reﬂect their nation brand—quite unlike the heterogeneous west. The country, with its blend of Hinduism and Buddhism, is used to blending and including different viewpoints.
Coupled with the government’s spend on media visits, Nepal is getting the word out in a disciplined fashion. I’m betting the new campaign is an evolution of its current efforts, rather than a revolution—and result in a brand which the nation can “live”.
We have a great deal to learn from the Nepalese. The tourism board’s site might not be the slickest and the graphics might not appeal to all right now. But understanding and arriving at unity as they do, and using that positive energy to promote a nation, are useful tools to adopt when branding organizations, too. permalink
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