Destination branding involves the grassroots

CEBU, Philippines - If Cebu were to adopt a powerful “destination branding” strategy, it has to work closely with the grassroots, and not just an idea that is sourced from the prime movers or leaders in the tourism sector, and government, but largely from the residents.

This was the suggestion made by international “destination branding” expert Jonathan Bernstein, executive director for brand strategy—Interbrand Singapore.

Bernstein was in Cebu recently as one of the speakers of the recently concluded “One Cebu Business and Sustainability Summit 2012” organized by the Mandaue Chamber of Commerce and Industry (MCCI) as part of the main events of the Mandaue Business Month (MBM 2012).

In the face of increasing similarities of destinations around the world, Bernstein suggested that Cebu should create its own identity highlighting the place’s history, culture, and heritage.

Significantly, before deciding how to brand Cebu as a destination, it should involve the voice of all levels in the society, particularly the grassroots.

He said it is very important to re-visit and re-discover what is really the true DNA of a place, because “branding a place is much harder than branding a mobile phone, or a vehicle.”

He said destination branding is far more complex, as it has to deal with the uniqueness of a place, like food, culture, heritage, culture and people.

Deciding to brand a destination such as Cebu, is a tough work, however, it is definitely doable, as long as all sectors in the society—government, stakeholders, and the civil society will be involved in this program.

While competition in the urbanization is fierce, Cebu should be able to identify about what kind of tourists (for instance) it fits to attract, given the current infrastructure.

However, he said coming up with the right positioning for Cebu, cannot be identified “overnight” it has to go through a long process of studies, and involving the voice of its residents, he reiterated.

What will work, he said is to create a “differentiation,” not just selling the same attraction as what others have. Beaches in the Philippines for instance, are the same of that the beach in Thailand, with the same infrastructure of five star hotels and accommodations.

There has to be something that will differentiate Cebu from other places in the world, that will be the leveraging “wealth” of the place, in terms of attracting tourists, he said.

Bernstein mentioned that success of Finland in the “destination branding” strategy. He said Finnish are one in creating a vision-mission where the country is heading basing on its core competency. Now, it is moving towards making the country as the “Problem Solver of the World,” by 2030.

Cebu, can have this mission too, he said but it has to start off with communicating the people at all levels to decide where Cebu is headed, and what is Cebu’s true “DNA.”

Destination branding, he said is more than just an advertising campaign put up by the tourism board, or the Philippines, the Department of Tourism (DOT), rather it is a positioning that is “living and breathing.”

He warned that it is a good time for Cebu to start implementing an effective “destination branding” saying “it is important for a place to brand, as the world is becoming a smaller place.”

He said promoting a place withough serious shared vision is a great disadvantage for a destination. — (FREEMAN)