The Experts Praise 'Destination Branding for Small Cities'

"Destination Branding has reached that tipping point that everyone is talking about it ... but so few are doing it well. Bill Baker has authored what I believe to be the finest treatise on the topic to date. Filled with several case studies of both the good and the bad, Destination Branding for Small Cities defines what destination brands are and aren't ... and outlines a clear path for those that want to do branding right."
Bill Geist
President
Zeitgeist Consulting

"This is an outstanding book, for large and small cities. I think Mr. Baker titled it for small cities so no one would fear it would be unrealistic at one level or another.

"This book is an invaluable resource that provides a customizable, easy to follow roadmap of the "place" branding process. It is also an excellent tool for a city, town or county ready to assess, rearticulate or freshen an existing brand.

"It book will be a shock for people who think a brand is a logo or tagline or something you buy from an advertising or public relations agency although such experts can play a role in the process or in deploying the brand later on if the community's destination marketing organization doesn't have that capability.

"Branding cities and towns has come a long way from the days when two or three people (usually white guys) came up with a brand over a couple of martinis and then announced it to a community.

"And Baker's roadmap provides lots of ways to customize an approach to a community's personality. It definitely isn't one size fits all.

"This is a huge contribution that if used will empower any community of any size to distill a brand that works. I only wish I had had such a tool when I began branding places as a profession more than 30 years ago."
Reyn Bowman
President and CEO
Durham Convention & Visitors Bureau

“Bill Baker is an internationally respected expert on destination marketing and branding, and presents many fresh approaches and ideas in this book.  Destination Branding for Small Cities provides invaluable information and action points to help destinations become more competitive and effective with their marketing. This book is a must-read for those who want to make a difference in their communities.”
Tim Morgan
Director of Tourism
Delaware Economic Development Office

"Destination Branding for Small Cities once and for all destroys the myths and misinformation surrounding the branding of destinations.

"In his very welcome contribution to this sullied field of destination branding, Bill Baker simply and succinctly corrects the misunderstanding of many destination marketers and the misinformation of creative agencies that brand development for places involves the selection of a catchy strap line, an eye catching logo or an award winning advertising campaign. As he clearly demonstrates these are merely outcomes or representations of the brand and not the brand itself. At a time of diminishing returns for destinations from traditional advertising techniques and the rise of customer determination of brand values and veracity through the increasing impact of word of mouth and the expansion of an already wide array of IT based consumer to consumer channels, the experience of the visitor or the investor increasingly determines the sustainability and effectiveness of the place brand. As Mr Baker clearly shows through his many relevant case studies, brand development for all range of destinations has to be a systematic and involving exercise, rather than a superficial wall paper job. Increasingly brand development is about matching the aspirations of a city’s residents with the expectations of its visitors. Only then will the destination deliver on the promise of its brand.

"This book by Bill Baker has the potential to save millions of dollars spent in the past by cities, states and nations on ill conceived and ineffective campaigns purporting to be brand development exercises. In addition it has the further potential of reinforcing the value of brands in the rapidly changing world of destination marketing."
John King
Managing Director
Global Tourism & Leisure Pty Ltd
Sydney, Australia

"In the last decade destination branding has become one of the most talked about concepts amongst place marketers but it still needs greater explanation. Bill Baker makes a major contribution to that task in this book. Destination Branding for Small Cities is hugely readable yet immensely practical and readily communicates Baker's enthusiasm for and command of his subject. This book is set to become a must have for anyone involved in place marketing."
Professor Nigel Morgan
University of Wales Institute, Cardiff,
author of of the best-selling book, Destination Branding

Total Destination Management specializes in tourism planning, economic development, destination branding and creating city brands. This page includes information about Bill Baker, Tourism Destination Management, place branding, city branding, county branding, regional brand, community branding, tourism readiness report, destination audit, tourism strategy. Our experience includes developing a city image, a tourism tagline or slogan, branding workshops, tourism research, a city motto, a regional tourism brand, a community identity and much more.

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