How to brand Medicon Valley

”You will need to embrace the diversity of audiences and make your messages simple, consistent, tailored - but never bland”, was one of comments from the branding expert David Brook from Wolff Olins, when he participated as a keynote speaker in a place-branding seminar regarding the Øresund Region arranged by Øresund Network.

A brand that is simple, consistent and tailored will have distinctive advantages. When simple the target group can easy comprehend the brand messages making them more effective. When consistent the core brand values will stand out and thus reduce clutter. When tailored the target groups will be addressed differently, and therefore enhance the efficiency of a campaign.

David Brook argued that Øresund Region has the advantage that it started branding long before competitors, but the journey has far from ended. “To reach its destination requires strong and consistent implementation across all its actions. In our view awareness of the region externally is the biggest challenge. You need to work closely with other brand assets in the region such as Copenhagen to make the region even stronger and more recognised”. In other words, Wolff Olins is suggesting that one needs to drive co-ordination across various brand communicators in a region – making the different actions work in a complementary way. This can make the delivery more efficient and increase its impact. In other words Wolff Olins recommend developing a communication plan that is consistent throughout the organisations and companies. Furthermore, strategic partnerships with already known brands could be a short cut for adding unique associations toward the region.

The competition for share of mind and voice is intense and to stand out the Medicon Valley must formulate a clear strategy that is built on not only what makes the place special today, but also its future aspirations and future dreams.

Read more about the place branding seminar.