Santorini is not Mykonos. Mykonos is not Paros. Paros is not Crete, yet the fact remains that all are unmistakably Greek.
Their collective strength comes not from their similarities, but from their differences.
One national identity. Multiple distinctive personalities. Different audiences, and different reasons to visit.
The objective is not to make every destination attractive to everyone. It is to make every destination unforgettable to someone.
A masterclass in destination portfolio architecture, even if it evolved organically rather than by design.
Yet too many nations, cities and master developers confuse brand consistency with brand uniformity.
The objective is not to make every destination attractive to everyone. It is to make every destination unforgettable to someone.
It leads me to the conclusion that the greatest threat to destination branding isn’t competition. It’s imitation.
