Venice, The City, The Brand

Source: Me

In my first marketing book “The Experience Effect,” I talk about how virtually anything and everything can be and is a brand. Certainly brands that we know as brands like Tide, Marriott, or Starbucks (all discussed in that first book). But also brands that we may not think about as brands like celebrities, countries, and cities. Yes, they too are all brands just like you and I are brands. Personal brands. Yes, we are each a brand but that’s an entirely different post.

Just last week I was in Venice, Italy with my husband of twenty-five years celebrating our anniversary. It was heaven, partially because we got to spend so much alone time together but also partially because we were in the magical city of Venice.

Magical. No place like it in the world. Venice is a city brand unlike no other.

Why? First of all, a brand should be unique. There’s no place like Venice anywhere in the world.

Secondly, a brand should evoke an emotion. Venice certainly stirs many emotions in creativity, imagination, and individuality. And now for us, nostalgia and commitment.

And brands also have brand assets. Venice? The canals. The gondolas. The architecture. The passion for art and fashion. And the Venice rose, a historical and legendary symbol for true love. It sits proudly on many of the gondolas and in other parts of the city.

For this and so much more, Venice is a brand. A brand that I am now very loyal to after three visits in my lifetime. I feel very fortunate to have discovered it and enjoyed it. Thank you, Venice.

What’s your experience? What’s one of your favorite city brands? JIM

PS - For what it’s worth, my hometown of New York City is yet another city brand that I love. No place like it. Stirs a full range of emotions. Lots of brand assets. And even has a new campaign that brings back “I love NY.”