In this interview, we sit down with Jose Filipe Torres, CEO and Founding Partner of Bloom Consulting, and Dr. Keith Dinnie, the newly appointed President, to discuss a significant development for our company and the world of Country Branding and City Branding. We’ll be exploring the reasons behind Keith’s appointment, his vision for the future, and how this collaboration will strengthen Bloom Consulting’s ability to deliver cutting-edge strategies for Countries, Cities and Regions worldwide. Let’s get started!
Jose, can you share what prompted you to invite Keith to become the President of Bloom Consulting? What qualities do you believe he brings to this role?
The key reason I wanted Keith to become President of Bloom Consulting is his incredible expertise and influence in the field. He’s the author of “Nation Branding: Concepts, Issues, Practices,” which I consider the most important book ever published on Nation Branding. It’s gone through several editions and is widely cited by academics and practitioners alike. Beyond the book, Keith has an extensive body of academic publications and has delivered keynote speeches around the globe. He’s truly one of the pioneers of Nation Branding.
I’ve admired Keith’s approach and thinking since long before I even started Bloom Consulting in 2003. The idea of him joining us has always been in the back of my mind. Recently, as we were developing our Bloom Consulting 2030 strategy and discussing how to further specialise in Nation and City Branding, it became clear that now was the perfect time to invite him. His academic experience is invaluable, but he’s also a seasoned practitioner with global experience. He is a respected reference point in the sector; every company and practitioner in this field knows and respects Keith and his work.
Keith, you have an impressive academic and professional background in Place Branding. Can you give us a brief overview of your journey in this field and what excites you most about joining Bloom Consulting?
My journey started with my PhD, which focused on Nation Branding in the context of Scotland. At the time, there was an organisation called Scotland the Brand (different from the current Brand Scotland initiative) and I had the pleasure of interviewing as part of my PhD research the then Chairman Nick Kuenssberg. That interview opened my eyes to the fascinating interplay of business, politics and culture that characterises Nation Branding.
By the time I completed my PhD, it was clear to me that the Nation Branding efforts of many countries were sadly deficient in terms of governance and strategy. That was the motivation for me to publish my book, “Nation Branding: Concepts, Issues, Practices,” in 2007, which is now in its third edition and translated into various languages. I was particularly keen for the book to find an audience amongst policy makers and practitioners as well as academics, hence the book is written in a readable style without too much abstract theorising.
Another significant step in my journey in this field was the period of three years that I spent working in Tokyo at Temple University Japan (TUJ). During that time, I conducted interviews with diplomats at around 25-30 embassies in Tokyo. That was a great experience because each country’s embassy was so different in the ways it conducted (or failed to conduct) its Nation Branding activities. The influential role of the ambassador quickly became apparent. Embassies still tend to be high power distance hierarchical organisations in which you need the ambassador to be an active advocate if the Nation Brand strategy is going to be effectively implemented.
I have always enjoyed engaging with policy makers, practitioners and other stakeholders and since moving to Dundee, Scotland I have been involved in the City Branding of Dundee through my membership of the Dundee Brand Group run by Dundee City Council and also through the four years I spent as a Non-Executive Director on the Board of Visit Dundee Ltd, a private sector body championing the city’s tourism and hospitality sector. At national level, I have worked on a consultancy project for Brand Scotland which covered the various pillars that constituted the brand at the time – Visit, Study, Do Business With, and Live and Work. Most recently, I just finished working on a project for the UK Government’s GREAT campaign.
In recent years I have been invited to deliver keynote speeches on Place Branding at international conferences in countries including the United States, Japan, China, Greece, Portugal, Iceland, South Korea, and South Africa.
What excites me most about joining Bloom Consulting is the opportunity to bring my academic and consulting experience to contribute to Bloom’s continuing success over the next five years and beyond. I have been impressed by Bloom’s increasingly significant presence in the field of Nation Branding in recent years. In particular, I admire Bloom’s ongoing commitment to innovation as embodied in the company’s proprietary tools and methodologies, such as the On-Off Brand Filtering tool and the Brandtracker tool. I also like Bloom’s pioneering approach to research, partnering with academics from universities including Pompeu Fabra University, Barcelona and University of Salamanca to advance knowledge in the field of Nation and City Branding.
I look forward to working together with CEO Jose Torres and other Bloom colleagues in shaping and leading that successful trajectory in the coming years.
Keith, what specific objectives do you hope to achieve in the realm of Place Branding during your tenure at Bloom Consulting?
During my tenure at Bloom Consulting my vision is to provide leadership that enables Bloom Consulting to enhance further its already excellent reputation for innovative, creative and measurably effective Nation Branding and City Branding consultancy. I will also propose mutually beneficial collaborations beyond branding so that Bloom’s positioning continues to be distinctive and leading in the Place Branding field.
Jose, can you share your thoughts on how this collaboration between Keith’s academic insights and Bloom Consulting’s practical experience will benefit Bloom Consulting clients?
Keith brings invaluable academic knowledge to the table. Our strategy for the next five years involves a continued investment in research and knowledge sharing to solidify Bloom Consulting position as the leading company in Nation and City Branding globally. Keith’s expertise will be instrumental in driving this initiative and, ultimately, delivering even greater value to our clients.
As one of the most recognized Nation Branding companies in the world, what steps will Bloom Consulting take under your leadership, Keith?
I will work closely with Jose and other Bloom Consulting colleagues to ensure that Bloom builds on its achievements to date and leads the way in designing and delivering innovative Place Brand strategies that fully reflect and celebrate each individual Country or City that Bloom Consulting works with. I am also keen to ensure that Bloom’s approach to Nation Branding is agile and responsive to the demands of different international markets.
In closing, what message would both of you like to convey to our readers about the future of Bloom Consulting and your collaborative vision moving forward?
Keith:
I see the future for Bloom Consulting as being the pre-eminent consultancy worldwide for countries, regions and cities that want innovative, creative and effective Nation Branding solutions to their particular challenges. I also want to help ensure that Bloom Consulting maintains and enhances its reputation as being a valued partner by its worldwide clients.
Jose:
I completely agree with Keith’s vision. We’re incredibly excited about the future of Bloom Consulting with Keith as our President. His insights and expertise will be invaluable as we continue to push the boundaries of Nation and City Branding and deliver exceptional results for our clients around the globe. I am looking forward to working side by side!
Finally, on behalf of the entire Bloom Consulting team, a warm welcome to Keith! We’ŗe thrilled to have you join us. We are excited to start the year 2025 with you on board. This is not only a great milestone in Bloom Consulting’s journey, but also a chance to take it to the next level. Welcome aboard!
Published on 11.03.2025.
