Bloom Consulting

03/06/2026

New on the :

The case for creating a Department of Nation Branding

As Nation Branding grows in importance, effective governance becomes increasingly critical. A dedicated Department of Nation Branding could provide the long-term stewardship needed to align efforts across tourism, investment, exports, talent attraction, and public diplomacy.

Discover why institutionalising Nation Branding may be the next step in building stronger, more resilient Nation Brands.

Read the article: https://www.bloom-consulting.com/journal/the-case-for-creating-a-department-of-nation-branding/

02/06/2026

We are delighted to share that Bloom Consulting President, Dr. Keith Dinnie, has joined the The London School of Economics and Political Science - LSE Academic Speakers Bureau.

Keith’s profile: https://www.academicspeakersbureau.com/speakers/keith-dinnie

This appointment reflects Keith’s longstanding contribution to the fields of Nation Branding, City Branding, Soft Power, and Public Diplomacy, and further strengthens the connection between academic research and professional practice, an area that remains central to Bloom Consulting’s approach.

At Bloom Consulting, we firmly believe that effective Place Branding must be grounded in rigorous research, evidence-based methodologies, and continuous knowledge exchange. Collaboration between academia and practitioners is essential for advancing the discipline and delivering measurable impact for nations, regions, and cities.

Speaker - Keith Dinnie

29/05/2026

The pandemic reshaped our relationship with place.

Cities are no longer purely physical, they're emotional, digital, and increasingly dematerialized.

So how should places adapt to this new zeitgeist?

In article, we share 7 principles to help cities, regions, and countries become more antifragile and future-ready.
Swipe through to explore the key takeaways 👇

Read the full article: https://www.bloom-consulting.com/journal/cities-and-the-new-zeitgeist-understanding-the-dematerialized-world/

Explore Bloom Consulting's insights on navigating the dematerialized world and adapting to the post-pandemic era's challenges.

27/05/2026

Perception drives economic value.

At , Jose Filipe Torres, CEO of Bloom Consulting, explored why certain cities consistently outperform others in tourism, investment, and talent attraction.

The answer? Perception.

A strong City Brand influences how people choose where to visit, invest, work, and live. Managing that perception strategically is no longer optional, it is a key driver of economic competitiveness.

Watch the video below to discover Jose’s key insights from the discussion and learn why perception directly impacts the economic outcomes of cities.

Check post on Linkedin: https://www.linkedin.com/.../city-nation-place...

25/05/2026

It was a great pleasure for Keith Dinnie, President of Bloom Consulting, to deliver a guest lecture last week to the Oklahoma State University group of visiting academics and students, based for 2 weeks at Regent's University London.

The talk covered 'Nation Branding, Public Diplomacy, and the Influence of Sport', drawing on academic research and Bloom Consulting's 14 Steps to Nation and Place Branding, and led to a stimulating Q&A on Soft Power, Nation Branding, and the potential impact of the forthcoming FIFA World Cup on perceptions of the United States.

Many thanks to Professor Jami Armstrong Fullerton for the invitation, and to the students for their active participation.

20/05/2026

What actually changes when a country changes its name?
Our Global Director for Nation and City Branding, Jose Filipe Torres, in The New York Times on Nauru's move to become Naoero:

"The name change is not what is going to change the perception. It is the starting of a conversation of why they are trying to change the name."

Full article: https://www.nytimes.com/2026/05/18/world/nauru-naoero-country-name-change.html

19/05/2026

Nauru is on its way to becoming Naoero.

Our Global Director for Nation and City Branding, Jose Filipe Torres, spoke to The New York Times about what's really at stake when a country renames itself:

"It is definitely getting the spotlight and media attention. What's important is what comes after that. What does it mean? What are they trying to achieve?"

Read the full article: https://www.nytimes.com/2026/05/18/world/nauru-naoero-country-name-change.html

Tiny Nauru could soon be called Naoero.

18/05/2026

We love seeing Nation and Place Branding book making its way into academic spaces around the world, available in both physical libraries and online.

This book is a valuable resource for those studying marketing and branding, tourism, destination management, and public diplomacy, offering insights for educators, researchers, and students alike.

We look forward to seeing it on the shelves of university libraries around the world.

If you're in academia, check whether your institution already has access!

14/05/2026

The World Travel & Tourism Council forecasts the sector will grow 1.5x faster than the global economy over the next decade.

https://wttc.org/news/global-travel-tourism-growth-to-outpace-wider-economy-by-1-5-times-over-the-next-decade

For destination organisations, that's both an opportunity and a pressure point. More competition. Higher visitor expectations. Greater scrutiny on ROI.

The destinations that will win are those that invest in brand clarity now, not just marketing spend.

Read WTTC's Press Release to learn more.

13/05/2026

This quote comes from the new textbook by Jose Filipe Torres and Richie Karaburun, a comprehensive guide to building strong, credible, and resilient Place Brands in an increasingly competitive world.

Moving beyond logos and slogans, the book explores how successful Nation and City Branding requires strategy, governance, stakeholder alignment, and authenticity. Through real-world case studies and the “14 Steps to Nation and Place Branding” framework, it offers practical insights for both professionals and students shaping the future of places.

Now available on Amazon: https://www.amazon.com/Nation-Place-Branding-Approach-Countries/dp/3031973275/ref=sr_1_1?crid=18A0VTPHTNDBU&dib=eyJ2IjoiMSJ9._O-i25b825X-DwrkFFo5PZ2dB3vHSbYftaOSm1FQnERBI58EV7CD2xHVVSIdpsnvfgi7BiuszdPeVBUP218WLWWeV-ksikAyxdavWKlfJwIi_cRBWYYGQW8LvELvlaTuxMwsqXOVJ8H-lpGTuUisv5RkeUB59M5OGxpDQOKkMk5y_bq5XohfsOObj0ONtIA6LuTEog3YD3OyjA9HU7zcpxcDKV2y_4bRWSET0ixoy2c.J66yuIOg4UvEK5Y4fZgsQ-7yFJPOiazCLfY9zz-H8uU&dib_tag=se&keywords=nation+and+place+branding&qid=1778238545&sprefix=nation+and+place+%2Caps%2C335&sr=8-1