10
Nov
Be like Cinque Terre. Authenticity. Quality. Engagement. Cinque Terre is a portion of the western coast of Italy, made up of five small villages carved into the hills and cliffs at the water’s edge. The landscapes are strikingly beautiful, and the villages are connected by both a rickety (and FUN) train and a winding hiking path that makes for a great half-day adventure. The towns, like Vernazza in the picture above, look like they could be miniature models or movie sets. The seafood is fresh and delicious, the locals are friendly, and as anyone who has been disappointed by the “touristy-ness” of a place like Pisa can appreciate— it’s authentic. A few weeks ago, my friend and fellow traveler Jessica posted a link on my Facebook wall to an article about recent storms nearly wiping out the villages of Cinque Terre. It’s an incredibly sad turn of events, and I really wish the disaster had gotten more attention internationally. It got me thinking about my visits to Cinque Terre, and how distinctly those memories appear in my mind, even years later. And because I have a compulsive tendency to think of everything in terms of marketing and branding, I realized that the warm fuzzies triggered in my brain by Cinque Terre are the same as the ones sparked by beloved brands. What makes Cinque Terre so memorable, and how can your brand mirror that success? Authenticity- 5Terre is legitimate in every way. The streets, alleys, and storefronts of each village are impossibly old and full of character. There are no street tents with meaningless, cheap tchotchkes. A big part of the Cinque experience is feeling like you’ve stumbled upon a hidden gem of Italy, away from the beaten path of traditional tourists. Brand takeaway: Create something original and real to share with your people. Make them feel like they’ve discovered something special every time they interact with your brand. Quality- Every slice of pizza, dish of pasta, and glass of wine you enjoy in Cinque Terre is the best one you’ve ever had. I’m sure the setting and the people play a large part in this experience, but it’s still clear that the people of Cinque take immense pride in their villages and the goods that come out of them. And because this area is the birthplace of pesto and home to lemon groves, pine nut trees, and seaside vineyards… those goods are great. Brand takeaway: Get passionate about quality. Approach your product with the attitude of an artisan, regardless of the scale of production. It’s a law of economics: smart consumers will buy the highest-quality product available at a given price. Be that product. Engagement- Cinque Terre is home to some of the friendliest and most engaging locals you’ll find in all of Italy. The kindly old man who runs the hostel is an expert on your hometown, wherever it might be. The owners and waitstaff of any cafe or restaurant will gladly take the time to explain (in great detail) where each ingredient of your seafood pizza came from. The shopkeepers will help you pick out the perfect bottle of cheap wine to sip while sitting on the rocks overlooking the ocean while the sun sets. In short, they make you feel like you belong. Brand takeaway: Get to know the people that use your brand. Strive to provide them with some level of personalization wherever possible. It can be as simple as tailoring a new order based off of what they ordered last time. Give your people an indication that your brand recognizes them as more than a dollar sign (or at least acknowledge that a person exists behind the dollar sign). Cinque Terre has left an impression on me that is unmatched by any other travel experience I’ve ever had. I talk about it anytime the opportunity arises (as evidenced here), and always encourage those I meet to make it a point to visit someday. A great brand can and should inspire that same level of passion. And while the floods that have damaged Cinque Terre are disastrous and tragic… it’s because the Cinque Terre experience and spirit is so strong that I believe those scrappy villages will be back to their old selves in no time. Which “places-as-brands” are the strongest in your mind? How can traditional brands replicate the experience of being somewhere incredible? 30-Day Challenge #6

Be like Cinque Terre. Authenticity. Quality. Engagement.

Cinque Terre is a portion of the western coast of Italy, made up of five small villages carved into the hills and cliffs at the water’s edge. The landscapes are strikingly beautiful, and the villages are connected by both a rickety (and FUN) train and a winding hiking path that makes for a great half-day adventure. The towns, like Vernazza in the picture above, look like they could be miniature models or movie sets. The seafood is fresh and delicious, the locals are friendly, and as anyone who has been disappointed by the “touristy-ness” of a place like Pisa can appreciate— it’s authentic.

A few weeks ago, my friend and fellow traveler Jessica posted a link on my Facebook wall to an article about recent storms nearly wiping out the villages of Cinque Terre. It’s an incredibly sad turn of events, and I really wish the disaster had gotten more attention internationally. It got me thinking about my visits to Cinque Terre, and how distinctly those memories appear in my mind, even years later. And because I have a compulsive tendency to think of everything in terms of marketing and branding, I realized that the warm fuzzies triggered in my brain by Cinque Terre are the same as the ones sparked by beloved brands.

What makes Cinque Terre so memorable, and how can your brand mirror that success?

  • Authenticity- 5Terre is legitimate in every way. The streets, alleys, and storefronts of each village are impossibly old and full of character. There are no street tents with meaningless, cheap tchotchkes. A big part of the Cinque experience is feeling like you’ve stumbled upon a hidden gem of Italy, away from the beaten path of traditional tourists.
  • Brand takeaway: Create something original and real to share with your people. Make them feel like they’ve discovered something special every time they interact with your brand.
  • Quality- Every slice of pizza, dish of pasta, and glass of wine you enjoy in Cinque Terre is the best one you’ve ever had. I’m sure the setting and the people play a large part in this experience, but it’s still clear that the people of Cinque take immense pride in their villages and the goods that come out of them. And because this area is the birthplace of pesto and home to lemon groves, pine nut trees, and seaside vineyards… those goods are great.
  • Brand takeaway: Get passionate about quality. Approach your product with the attitude of an artisan, regardless of the scale of production. It’s a law of economics: smart consumers will buy the highest-quality product available at a given price. Be that product.
  • Engagement- Cinque Terre is home to some of the friendliest and most engaging locals you’ll find in all of Italy. The kindly old man who runs the hostel is an expert on your hometown, wherever it might be. The owners and waitstaff of any cafe or restaurant will gladly take the time to explain (in great detail) where each ingredient of your seafood pizza came from. The shopkeepers will help you pick out the perfect bottle of cheap wine to sip while sitting on the rocks overlooking the ocean while the sun sets. In short, they make you feel like you belong.
  • Brand takeaway: Get to know the people that use your brand. Strive to provide them with some level of personalization wherever possible. It can be as simple as tailoring a new order based off of what they ordered last time. Give your people an indication that your brand recognizes them as more than a dollar sign (or at least acknowledge that a person exists behind the dollar sign).

Cinque Terre has left an impression on me that is unmatched by any other travel experience I’ve ever had. I talk about it anytime the opportunity arises (as evidenced here), and always encourage those I meet to make it a point to visit someday. A great brand can and should inspire that same level of passion. And while the floods that have damaged Cinque Terre are disastrous and tragic… it’s because the Cinque Terre experience and spirit is so strong that I believe those scrappy villages will be back to their old selves in no time. Which “places-as-brands” are the strongest in your mind? How can traditional brands replicate the experience of being somewhere incredible?

30-Day Challenge #6

7 notes marketing, / branding / brand / cinque terre / travel / vernazza / italy /

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