Download TACTICS Reflection Group CONCLUSIONS

TACTICS Reflection Group
TASK FORCE ON
SUPPORTING CLUSTER MARKETING AND BRANDING
WORKSHOP #1
28-29 October 2010, Venice
Laguna Palace
Viale Ancona 2, Venice Mestre
CONCLUSIONS
The topic of „branding and marketing” of clusters is quite new since not many examples in literature can
be found. Nevertheless during the workshop several cases and practical examples were presented (both at
policy making level as well as at a cluster level) and from the discussion some interesting issues emerged.
These elements should be taken into account to stimulate a debate on how marketing and branding can be
included in a structured and consistent cluster policy.
1.
NEED TO INCREASE INTERNATIONAL VISIBILITY OF CLUSTERS
In the current global scenario, clusters and local networks need to emerge and increase their visibility.
This need is quite strong both for clusters working with consumers as well as for cluster working into B2B.
Moreover local actors and territories are called to define their position within global value chains and rethink their functions within a global space. No territory, or cluster for that matter, can think of itself as selfcontained and sufficiently endowed with resources and competences to operate alone in international
markets and world-scale value chains.
2.
THE NEW GEOGRAPHY OF GLOBALIZATION
One of the most evident characteristics of the current scenario is the variety and heterogeneity of cultural
elements that must be taken into account when designing a strategy for the valorization and promotion of
territorial resources. In other words, cluster/network marketing strategies require a strong focus on the
cultural dimension of globalization and of its economic consequences.
3.
NEW PROBLEMS AND EMERGING DEMANDS
Globalization and the current restructuring of the global economy have given visibility and salience to
novel questions and issues that need to be addressed in order to exploit opportunities by firms and
institutions in clusters and local networks. For instance sustainability, both social and environmental,
represents a pressing issue in the majority of the world’s developing and developed economies; the
financial crisis and its consequences on the real economy have re-defined consumption patterns and
attitudes on a global scale; consumers in emerging economies show increasing interest in the combining of
local cultures and foreign ones, requiring firms not only to provide products but to insert them within
cultural discourses and to create meanings;
4.
MORE THAN COMMUNICATION, BRANDING IS A PROCESS
Marketing and branding are really strategic issues. Often they are confused with communication but
launching a brand and structuring marketing activities require setting up a process, putting together the
ideas and the inputs of several stakeholders, and reaching a commitment on the positioning, the values and
the image of the cluster. To succeed in attaining international visibility, regional authorities must be fully
engaged and share the same vision and message of the cluster. The regional/national authorities are
important players in this situation as the cluster brand should be consistent with the image of the
region/country and it should be part of territorial marketing. The process that is needed is pretty useful to
boost innovation.
5.
NEW NARRATIVES AND STYLES
One of the elements emerging in current practices and strategies of branding and promotion of territories
and networks is the shift in the instruments and logics which are being used. The technical “dimension” has
been increasingly balanced by the need to emphasize the experiential dimension of branding and
promotion, in order to transfer and communicate the richness of local contexts, clusters and networks.
Storytelling and the construction of narrations through events have become a crucial element to be
designed carefully in branding and promotion strategies.
6.
ENABLERS AND LABELS
Clusters promoted as a result of (self-) selection: branding and marketing can be the result of self-selection,
since companies do adhere to a project that resonates with them, and of a specific selection and
certification by accompanying and supporting institutions (trade agencies, cluster organizations, national
and regional authorities).
From the discussion, one of the most supported ideas was to produce a handbook with the following
features:
HANDBOOK/ FEATURES
Goal: „Brand the branding”: increase the awareness on the importance of branding and marketing
Target: policy makers, managing authorities and cluster managers
Channels: dissemination through cooperative platforms (club of cluster managers, Cluster Observatory,
European Cluster Excellence, Cluster Collaboration Platform...)
Contents (proposed during the workshop by Gullers Group):
1. Background: How Branding and Marketing Brings Value. Answering the why-question.
Demonstrates functions of branding & marketing, and how this bring value to different
stakeholders (companies, regions)
2. Examples of marketing and branding and their effects. A few cases showing what can be done
and to what effect. Important to make a difference between young and old clusters. Also important
to show both local clusters and world-class ones. Draw conclusions how different types of clusters
in different situations succeed in different ways.
3. Developing branding and marketing strategy - methods. Includes step-by-step manual on how
the process of developing a brand & marketing strategy can be carried out. Focuses on different
”points of decision”, where priorities must be made. Shows how one can cooperate with others other clusters, region etc - when developing strategy. Presents methods for evaluation of results
4. In-depth presentation of some common tools. Shows tools that often (but not always) are used.
Best-case examples depicting for instance webpage, social media, newsletter, representation at
fairs, arenas and meeting points for companies within clusters, newsletters, seminars, events…
Reasoning about pros and cons of different tools
5. Kinds of support that can be found. Presentation of what support is or will be available from
policy level
NEXT STEPS
WHAT
Public debate on the
topic
Design of the handbook
Preparation
handbook
Finalisation
handbook
of
the
of
the
HOW
Virtual community on
ECCP
Definition
of
the
contents and the layout
Success
Stories
collection
Drafting of the contents
WHEN
Nov 2010-Feb 2011
Jan 2011
Jan 2011-Apr 2011
Apr 2011-June 2011
(presentation foreseen
during
the
ECA
workshop at WIRE
conference)
WHO
VenInn
(animation)+all
(contribution)
VenInn
+
Vinnova?+TMG?+OSEO?
VenInn+TF members+all
VenInn + all
Further Comments:
-Since the beginning the ECA members will be involved in the debate in order to share with them inputs,
cases and practices
-the activity of TF#4 will be linked as much as possible with the TF#1 ones.