Programa

Place Brand Bootcamp

The EAFIT Place Branding Bootcamp provides practical guidance on the positioning, creation and implementation of your place brand. Professor and practitioner
Guido van Garderen (London School of Economics) provide practical guidance infused by the latest academic insights in a three-day executive education course in the heart of Medellin aimed at a City Hall, Local or Regional Authorities, Tourism and Investment Agencies.

Duración: 25 horas

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Comprar

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Contenido del programa

Day 1. Brand Strategy

Introduction.
Making the Case for Place Branding.
Most-used Place Brand Models.
A Step-by-step Approach to Competitive Positioning.

Day 2. Brand Identity

Visual Identity: A Strategic Approach to Design.
Verbal Identity: The power of Storytelling.
Place Brand Experience: Designing the Visitor’s Journey.

Day 3. Brand Execution

Brand Architecture: The relationship between Place Brands.
Stakeholder Governance: Organizing for Success.
From Brand Strategy to Campaign.

Metodología

The bootcamp uses best-in-class case studies, the latest academic insights. Lectures and practical exercises are combined with excursions throughout the city, where we hear about the successes and challenges of place branding in practice! Participants will come out of the bootcamp with a practical roadmap for place brand development, be inspired by the latest cases and thinking, and have first-hand experience from innovative projects in Medellin.