Comment

Comment by Alan 'Brand' Williamson on January 20, 2010 at 1:45pm

David & Paul
Andalucia or Andalusia for the English language speakers?
My take is that since both brand names are so similar, stick to the authentic Spanish version even if English Language speakers get the pronunciation wrong.
However, when it comes to Espana or Spain, here both names are very different, so it's Spain for the English language speakers.

Rafa
Thanks for the Andalucia video which as you say is 'a perfect example' to start the cultural immersion with. Please show that video to every person that's involved with the future of Brand Andalucia.

With regard to the Birthplace of the Flamenco big brand idea, please let me know if anyone in Seville or elsewhere has mashed Hip-Hop with Flamenco - and if so, a short video would be appreciated. In fact if there is a site just dedicated to Nuevo Flamenco please let me know. If there isn't, we'll just have to start one.Thanks.

Comment by David Paul Appell on January 20, 2010 at 12:31pm

Andalusia, please, Paul! We be speaking English here... lol...

Comment by Paul Barnett on January 19, 2010 at 9:25pm

The Andalucia story so far has been really interesting. I guess it may well continue too. But I wonder if we might move the discussion on and look at other cases that we thing are great examples - and no self promos please! What great works have you seen recently and why were they so good?

Comment by Rafa Luque on January 19, 2010 at 5:06pm

Alan,
Not everyone down here is happy with the concept of "Andalucia Loves You". Andalusian politics are strange mixture of North African-Spanish cultures :(

Andalucia is the spirit of Spain. Everyone outside Spain will recognize bullfighting, flamenco or sherry as Spanish but the cradle is here.
Within Spain we're consider to be a lazy, easy-going and joker community. I drop you here a link (in Spanish) about our idiosyncrasy. http://www.youtube.com/watch?v=Rf3KwoDL33M
I think is a perfect example to start with those promising areas you mentioned.

Comment by Rafa Luque on January 19, 2010 at 4:45pm

David,
No idea but just bear in mind that our main market is Spain, specially Andalucia itself. I'll ask tomorrow in Fitur.

Comment by David Paul Appell on January 19, 2010 at 9:44am

That's a pretty good strategic assessment of the campaign, Alan, thanks -- any thoughts on my question about Andalucía vs. Andalusia?

Comment by Alan 'Brand' Williamson on January 19, 2010 at 9:40am

Culture-Clash
A brand-development journey deep into the murky waters of culture clashes, conflicts, collisions and contradictions – the source of many future-focused big brand ideas.

Brand Andalucia
Andalucia Loves You, is sadly, a heart-breaking concept destined for the tragic-romantic graveyard occupied by I LoVermont, Fall in Love with Louisiana, Oregon – We Love Dreamers, Love Cyprus, Live It! Love It! Hong Kong and its identical twin: Live It! Love It! Leeds. The only notable exceptions being: Virginia is for Lovers, and I Love New York.

Andalucia's latest video, whilst beautifully composed, could well be anywhere in Spain. Actually, the golf and horse scenes are promoting Portugal's Algarve region - to the sub-conscious mind.

It's time for Brand Andalucia to find its future-focused big brand idea within the cultural collisions facing its people. Here are some promising areas for investigation:
1.The North African-Spanish cultural collision
2.The Gibraltar Question between Britain and Spain
3.The Bullfighting and Animal Freedom Movement conflict
4.The traditional v modern Flamenco (dance and music) cultural movement

Let's dive a little deeper into culture-clash No.4. As the Land of the Flamenco, Andalucia is perfectly positioned to future-focus this powerful cultural movement of self-expression and beauty. Nuevo Flamenco's fusion with salsa, rumba, rock and so on goes way beyond music and dance and penetrates deep into the soul of both Hispanics and non-Hispanics ie. Duende.

Brand Andalucia's sub-brands – provinces, cities and resorts – to be brought in to focus on the region's other strengths.

Then, complete with its future-focused big brand idea, it needs to inspire Brand Spain and its capital city Brand Madrid. But first Spain needs to pension off its toothy 'smile' campaign if it ever wants to recover its World No.2 destination position from Brand America. And Madrid needs to re-visit its Madrid Only Happens in Madrid campaign as it under-performs Spain's second city – Barcelona – in terms of spend per foreign visitor.

The culture clash between the Hispanic 'Old World' and the 'New World' could well be the source of a future-focused big brand idea for Brand Spain led by its Capital city: Madrid [30-sec Video]

OK brand developers of Tripatini - it's back to you...

Comment by David Paul Appell on January 19, 2010 at 8:54am

This is turning out to be a great discussion forum. Rafa, maybe you know -- I've always wondered why the Andalusia folks have always insisted on branding themselves even in English-language campaigns as "Andalucía" in Spanish, against the still prevailing English-language media and general preference for the traditional name in English, "Andalusia." After all, the SNTO for example hasn't been trying to make us all switch to "España."

Comment by José Balido on January 18, 2010 at 4:16pm

LOL If you ever see it on video, let me know! Seriously though the campaign is gorgeous, and those kinds of little grammatical errors always slip through.

Comment by Rafa Luque on January 18, 2010 at 3:53pm

Ups!!!. "te acaricia sus pies" should be a really difficult task to perform!!! :::)))

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