Bloom Consulting Conversations

This month on Bloom Consulting Conversations, join us for our season finale, episode #12, where we wrap up the series with a special Q&A session dedicated to answering your most pressing questions about Nation and City Branding.Hosted by Clare Dewhirst, Director of City Nation Place, this episode features an insightful discussion with José Torres, CEO of Bloom Consulting, and Keith Dinnie, President of Bloom Consulting. Together, they reflect on the full journey through Bloom’s 14-step methodology, and dive deeper into the broader issues shaping the future of Nation and City Branding. Find out what others in the industry havebeen most curious about—whether it’s how to rebuild a country’s image post-conflict, engage policymakers more effectively, or make a global impact with limited resources. Featuring case studies from Ukraine to the Faroe Islands, this final conversation offers practical tools, strategic guidance, and inspiring examples for anyone involved in Nation and City Branding. Thank you for joining us throughout this special anniversary season. While this episode marks the end of the series for now, we hope the ideas and tools shared continue to spark meaningful change in your Nation and City Branding journey.Feel free to subscribe and share this episode with others to help inspire them to perfect their Nation Brand and create lasting impact. Relevant articles: https://www.bloom-consulting.com/place_branding/ Discover best practice, interviews, and more at City Nation Place: www.citynationplace.comBloom Consulting website: https://www.bloom-consulting.com/ You might also like Place2Place podcast: https://www.citynationplace.com/place2place

This month on Bloom Consulting Conversations, join us for episode #11, where we uncover the first-ever study about the economic impact of perception in Nation and City Branding. We delve into the findings of this project by Bloom Consulting in partnership with City Nation Place, revealing game changing data that takes the conversation about Nation and City Branding to another level.  Hosted by Clare Dewhirst, Director of City Nation Place, our discussion features Gonzalo Vilar, Managing Partner and Global Director of Nation and Place Analytics at Bloom Consulting, alongside José Fernández Cavia, Associate Professor with the Department of Communication at Universitat Pompeu Fabra in Barcelona.   Together, they reveal what steps were taken to conduct this research, who was involved in the process, and what the next phase of the project will be. Discover who can benefit from this study, how its findings can be applied, and what it means for the future of Nation and City Branding.  If you have any remaining questions about the 14 steps to Nation Branding, leave a comment or submit them on our social media, and we might feature them in our upcoming season finale!  Stay tuned for the last episode, where our experts will answer your burning questions about Nation Branding in a special Q&A session.   Feel free to subscribe and share this episode with others to help inspire them to perfect their Nation Brand and create lasting impact.   Relevant articles: https://www.bloom-consulting.com/place_branding/   Discover best practice, interviews, and more at City Nation Place: www.citynationplace.com   Bloom Consulting website: https://www.bloom-consulting.com/   You might also like Place2Place podcast: https://www.citynationplace.com/place2place 

This month on Bloom Consulting Conversations, join us for episode #10, where we explore the final - and perhaps most essential - step in any successful Nation and City Branding strategy: how to reflect, assess, and refresh your brand.Hosted by Claire Dewhirst, Director of City Nation Place, this episode features a powerful conversation with José Torres, CEO of Bloom Consulting, and David Gilbert, CEO of Destination Cleveland.Together, they unpack why the final step of Bloom’s 14 steps to Nation Brandingisn’t the end of the branding process, but the beginning of a continuousjourney of improvement and adaptation. Discover how Cleveland transformed its identity through community-driven branding, what it takes to measure a Place Brand’s success over time, and why quiet stakeholder alignment often beats flashy brand launches. This episode also introduces the concept of branding"architects, builders, and developers" - a practical framework for stakeholder engagement at every level.We revisit key insights from earlier episodes, clarify common misconceptions, and dig even deeper into the real-world application of Place Branding strategies that deliver both economic and social value. Listen to actionable advice and fresh inspiration to keepyour brand authentic, relevant, and resilient.If you have any additional questions about advancing your Nation Branding efforts, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations!Stay tuned for our next episode, where we discuss the impact of Nation and City Brands on local and global economies.Feel free to subscribe and share this episode with others to help inspire them to perfect their Nation or City Brand and create lasting impact.Relevant articles: https://www.bloom-consulting.com/place_branding/Discover best practice, interviews, and more at City Nation Place: www.citynationplace.comBloom Consulting website: https://www.bloom-consulting.com/ You might also like Place2Place podcast: https://www.citynationplace.com/place2place 

This month on Bloom Consulting Conversations, join us for episode #9 as we explore Step 13 of Nation Branding: Making the Move to Nation Branding 2.0. Hosted by Claire Dewhirst, Director of City Nation Place, our discussion features Bloom Consulting’s CEO José Torres and Liina Maria Lepik, Director of the Estonian Tourist Board. Together, they discuss the evolution of Nation Branding, highlighting how countries can embrace digital innovation, data-driven strategies, and agile methodologies to stay competitive in an ever-changing global landscape. This episode dives into the importance of forward-thinking strategies, cross-sector collaboration, and adaptability in shaping a Nation Brand fit for the future. If you have additional questions about advancing your Nation Branding efforts, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversation! Stay tuned for our next episode, where we'll uncover step 14 of Nation Branding: Reflect, assess, repeat Feel free to subscribe and share this episode with others to help insipre them to perfect their Nation Brand and create lasting impact. Relevant articles: https://www.bloom-consulting.com/jour... Discover best practices, interviews, and more at City Nation Place: www.citynationplace.com Bloom Consulting website: https://www.bloom-consulting.com/ You might also like Place2Place podcast: https://www.citynationplace.com/place...

This month on Bloom Consulting Conversations, join us for episode (#8) as we delve into Step 10 of Nation Branding: Engaging with Stakeholders and activating Citizen Engagement. Hosted by Claire Dewhirst, Director of City Nation Place, our discussion features Bloom representative Filipe Roquette and Nur Özkan Erbay, Head of the Nation Brand Office for the Turkish Presidency.  Together, they explore the critical role of stakeholder engagement in building and sustaining a successful Nation Brand. From managing diverse interest groups to ensuring a unified narrative, this episode dives deep into the importance of collaboration, authenticity, and adaptability in place branding.  If you have additional questions about building a strong foundation, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversation!  Stay tuned for our next episode, where we'll discuss Step 13 of Nation Branding: Make the move to Nation Branding  Feel free to subscribe and share this episode with others to help inspire them to perfect their Nation Brand and create lasting impact. 

This week on Bloom Consulting Conversations, Clare Dewhirst, director of City Nation Place, hosts a discussion with Adriana Acosta Rivas Marketing and Country Brand Director for Essential Costa Rica and Joao Vasco Neves Partner, Nation and Place Branding Director at Bloom Consulting, for episode #7.  Join Adriana and João as they dive into Step 9 of Nation Branding: the "Nation Brand Management Model." Explore the critical transition from interim to executive teams, the establishment of robust governance models, and the profound impact of Natural Intelligence on brand management strategies.  Gain valuable insights into governance models, stakeholder engagement, and the pivotal role of the Costa Rica Nation Brand in shaping the future.  If you have additional questions about building a strong foundation, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversation!  Stay tuned for our next episode, where we'll discuss Step 10 of Nation Branding: engaging wit stakeholders and activating citizen engagement.  Feel free to subscribe and share this episode with others to help inspire them to perfect their nation brand and create lasting impact.    Relevant articles: https://www.bloom-consulting.com/place_branding/  Discover best practice, interviews, and more at City Nation Place: www.citynationplace.com  Bloom Consulting website: https://www.bloom-consulting.com/   You might also like Place2Place podcast: https://www.citynationplace.com/place2place 

This month on Bloom Consulting Conversations, join us for episode (#6) as we delve into Step 8 of Nation Branding: “Audit and activate touchpoints”. Our discussion features Bloom Consulting Managing Partner Iman Almutairi and Daniel Cavero from PromPerú. Together, they explore the intricacies of activating and auditing touchpoints in Place Branding. Learn how Peru has successfully maintained a consistent Nation Brand identity through sector-specific licenses like Superfoods Peru and Alpaca del Peru, and how Saudi Arabia is leveraging digital channels to enhance its global reputation. Learn about the importance of integrating local identities and cultures into a cohesive national narrative, the role of technology and innovation in modern branding strategies, and the critical collaboration between public and private sectors in ensuring brand consistency.   Stay tuned for our next episode, where we’ll explore the ninth step of Nation Branding: ‘Building Your Nation Brand Management Model’.   If you have additional questions about activating and auditing your brand’s touchpoints, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations!   Feel inspired to perfect your Nation Brand and create lasting impact? Subscribe now and share this episode with others!      Moderated by Clare Dewhirst, director of City Nation Place.   Relevant articles: https://www.bloom-consulting.com/place_branding/   Discover best practice, interviews, and more at City Nation Place: www.citynationplace.com   Bloom Consulting website: https://www.bloom-consulting.com/    You might also like Place2Place podcast: https://www.citynationplace.com/place2place    

In today’s episode (#2) of Bloom Consulting Conversations, step 2, 3 and 4 of the 14 Steps to Nation Branding guide are combined: understanding current perceptions, establishing target markets, and setting realistic objectives. However, all these topics share a common thread — Place Analytics which require strategic approach.  Hosted by Clare Dewhirst, director of City Nation Place, the discussion features Gonzalo Vilar, Managing Partner and Global Director of Nation and Place Analytics at Bloom Consulting, alongside Meira Pappi, a Country Image Specialist representing Finland's Ministry of Foreign Affairs. Together they explore these fundamental steps, emphasizing the significance of Place Analytics, the crucial role of data, elements of perception, building a robust reputation, maintaining general consistency, and understanding importance of market size.  Simultaneously, delve into Finland's Nation Brand, the Finland Promotion Board, strategic data usage, the development of Finland's brand narrative, strengths and weaknesses assessment, overall reputation evaluation, segmentation considerations, and the implementation of data.  If you have additional questions about these distinct steps, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations!  Stay tuned for our next episode, where we'll explore project risk and crisis management, focusing on step 5 of the 14 Steps to Nation Branding.  Feel free to subscribe and share this episode with others to help inspire them to perfect their Nation Brand and create lasting impact.  Visit the Bloom Consulting website: https://www.bloom-consulting.com/   Explore relevant articles on Bloom Consulting Journal: https://www.bloom-consulting.com/place_branding/  Discover best practice, interviews, and more at City Nation Place: www.citynationplace.com  You might also like Place2Place podcast: https://www.citynationplace.com/place2place 

In this month's episode (#5), we discuss Step 7 of Nation Branding: "Maintaining Brand Consistency." Our host had a fascinating conversation with Jose Torres, the CEO of Bloom Consulting, and David Downs, the chief executive of the New Zealand Story Group, the official government institution in charge of managing the Nation Brand of New Zealand. Together, they explore various aspects of this crucial phase.  Uncover the significance of Maintaining and upholding your brand identity, differentiate between Nation Brand (Place Branding) and consumer branding, ensure the unity of stakeholders, and explore the utilization of tools for consistency.  While at the same time, exploring New Zealand's National Brand, the pursuit of uniformity and coherence within the country, the associated challenges, interactions with political figures, the individuals shaping New Zealand's brand narrative, authenticity, and the New Zealand FernMark License Program.  If you have additional questions about being and staying on-brand, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations!  Stay tuned for our next episode, where we'll explore audit and activate touchpoints, focusing on step 8 of the 14 steps to Nation Branding.  Feel free to subscribe and share this episode with others to help inspire them to perfect their nation brand and create a lasting impact.    Moderated by Clare Dewhirst, director of City Nation Place.    Relevant articles: https://www.bloom-consulting.com/place_branding/  Discover best practices, interviews, and more at City Nation Place: www.citynationplace.com  Link to our website: https://www.bloom-consulting.com/  You might also like Place2Place podcast: https://www.citynationplace.com/place2place 

Welcome to Episode #4 of Bloom Consulting Conversations. Join Jose Filipe Torres, CEO of Bloom Consulting, and Peter Kentie, Managing Director of Eindhoven City Marketing, as they discuss the 6th Step to Nation Branding: Defining the Central Idea. Hosted by Clare Dewhirst of City Nation Place, this insightful conversation offers valuable perspectives on brand strategy. In this podcast, we delve into the significance of crafting a Central Idea and its impact. From defining our perception goals to embracing uniqueness in advertising, we explore strategies for activating this core concept across all initiatives. Join us as we uncover the journey to formulating the Central Idea and integrating it seamlessly into every aspect, especially in reaching new audiences in Place Branding campaigns. Discover how Eindhoven, under Peter's leadership, has maintained a Central Idea linked to technology, design, and innovation, seamlessly incorporating it into all aspects of the city, from events like marathons to architectural landmarks. Stay tuned for our next episode #5 where we will discuss the 7th step to Placemaking: Be on-Brand, Stay on-brand. If you have additional questions about building your Central Idea, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations! Feel free to subscribe and share this episode with others, empowering them to cultivate a robust Central Idea to anchor all their Place Branding endeavors. Relevant articles: https://www.bloom-consulting.com/place_branding/ Discover best practice, interviews, and more at City Nation Place: www.citynationplace.com Bloom Consulting website: https://www.bloom-consulting.com/ You might also like Place2Place podcast: https://www.citynationplace.com/place2place

This month on Bloom Consulting Conversations, Episode #3, Clare Dewhirst, director of City Nation Place, invited two industry leaders - Philippe Mugnier – Été, Managing partner and Global Director for Tourism Development at Bloom Consulting, and Sharon Flux Brutus, former Director of Tourism at British Virgin Islands Tourism Board, to unravel the complexities of mitigating project risk and mastering crisis management in the context of nation branding. Join Sharon and Philippe as they share insights on planning for crises, adapting strategies, defining crisis origins, anticipating, and modeling various scenarios. The conversation also covers the types of crises, crisis management techniques, reinforcement strategies, and the critical role of data during turbulent times. The dialogue takes a deeper dive into the crisis in the British Virgin Islands, exploring the impact of two hurricanes in 2017, navigating the challenges posed by Covid and the pandemic, reputation management nuances, and the delicate balance of protecting the integrity and branding of a destination. Learn about sharing bad news effectively, understanding the people elements during crises, maintaining optimism, and finding opportunities within adversity. If you have additional questions about these distinct steps, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations! Stay tuned for our next episode, where we'll learn about defining a central idea, focusing on step 6 of the 14 Steps to Nation Branding. Relevant articles: https://www.bloom-consulting.com/place_branding/ Discover best practices, interviews, and more at City Nation Place: www.citynationplace.com Bloom Consulting website: https://www.bloom-consulting.com/ You might also like Place2Place podcast: https://www.citynationplace.com/place2place

In our first (#1) episode we ask you to join a captivating conversation with Jose Torres, the CEO of Bloom Consulting, and Christian Biller, the Country Brand strategist from the Swedish Institute responsible for shaping the Swedish Nation Brand.  Together, they explore the critical first step of Nation Branding: building a foundation.  Discover the importance of establishing a strong foundation and unravel the principles, structure, and strategies behind it. Gain insights into what constitutes a successful foundation for a Nation Brand, and dive into the art of aligning purpose, managing reputations, and maintaining the essence of a Nation Brand. And of course, learn from the experts about the potential challenges and common mistakes that can arise along the way.  As the conversation unfolds, we will also take a deep dive into the captivating history of the Swedish Country Brand. Prepare to unearth the fascinating details of its construction, explore the diverse departments involved, and gain a deeper understanding of the Swedish government's role and funding.   If you have additional questions about building a strong foundation, we encourage you to join the conversation. Leave a review or connect with us on social media using #BloomConsultingConversations!  Stay tuned for our next episode, where we'll explore Place Analytics, focusing on steps 2, 3, and 4 of the 14 steps to Nation Branding.  Moderated by Clare Dewhirst, director of City Nation Place. Feel free to subscribe and share this episode with others to help inspire them to perfect their Nation Brand and create lasting impact. Read relevant articles on Bloom Journal Discover best practice, interviews, and more at City Nation Place Link to our website You might also like Place2Place podcast