Regional
Economic Development Program
Branding
of Regional Identities and Cultures
Do
you dream of creating "another Tuscany" out of your
country's unique culture and traditions? Do you wonder how
a small Italian town like Parma could become world famous
for Parmesan cheese and Prosciutto?
This
program is the first to apply revolutionary knowledge management
methods to food, wine and local economic development (see
exhibit 1). These techniques have been successfully implemented
in innovative projects with governments and multinational
corporations around the world. Knowledge management tools
such as Narrative Database help us understand consumers' motivations,
and to clearly communicate brand identity and value to buyers
across geographical and cultural boundaries.
Within
the BraveBrains Innovation Alliance we have the know-how to
establish distinctive regional brands, embedding the cultural
identity of a geographical area into its typical foods and
wines.
Cultural branding techniques blend together the land with
its legends, its people and their stories, the products and
their traditions. All this can be marketed internationally
with a high perceived value, to increase both exports and
profit margins.
Regional
Development Objectives
- Identify
products with particular economic potential for the region
and relate them to the cultural traditions and history
- Capture
and transfer cultural and historical heritage embedded in
food, wine and traditions in such a way to create distinctive
regional identities and recognizable brands
- Enlist
participation of local food and wines producers
- Help
selling the products abroad in stores and restaurants, using
a vivid regional identity to differentiate them
- Increase
sales volume and margins along the supply chain, giving
international customers easy access to local knowledge of
the best products
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