| 
My current work largely focuses on the branding of places (districts, cities, regions and countries). The main challenge is to create a brand partnership of a place’s stakeholders (e.g. public, private and civic organizations) in order to develop a shared vision and common purpose, a brand strategy for the place, and then implement the brand through brand action by the brand partnership. It is also necessary to keep the brand and the brand partnership on track over long periods of time.
The leadership changed because of the need to get an entire organization (and sometimes multiple organizations) to bring a brand alive. This involves developing a brand strategy that is compelling for internal and external audiences, ensuring that everyone in the organization thoroughly understands the brand, and acts accordingly. This puts a lot of emphasis on personal responsibility amongst employees and means that the organization’s leaders have a role that has to do more with inspiring the work force rather than commanding it. Another issue that is related to this is the need to manage the disciplines of strategy, creativity and leadership simultaneously and in harmony, in order to make the organization more effective in its eventual marketing.
Leadership to me is being able to create the direction, culture, atmosphere and structures that motivate and inspire people in the company and outside (e.g. business partners, development partners, suppliers, distributors, etc.) to act as one to create value for themselves, as well as consumers, local communities, etc.
Sicco van Gelder,
Head of Brand Meta, an international branding agency, the Netherlands. |
en.jpg)
