Anna is a passionate professional in Nation and Place Branding. Her journey began with an internship at Bloom Consulting’s Madrid office, and she has since gained extensive experience working in the field. Born in Prague and having studied or worked in four different countries, Anna brings a unique perspective shaped by her international experiences and diverse cultural insights. This is a full circle moment for her to return to Bloom Consulting after starting a career in Nation and Place Branding.
Can you tell us about your journey into the field of Nation and Place Branding? What drew you to this specialization?
After completing my master’s in international relations at the Faculty of Social Sciences at Charles University in Prague, Czechia, I pursued a post-university internship at Bloom Consulting’s Madrid office. This experience sparked my interest in Nation and Place Branding. Following this, I transitioned into consulting where I worked at Accenture and later took a position with the City of Prague. Coming back to Bloom Consulting was in a way very full circle. Throughout my career, I’ve remained closely connected to this field, continually driven by my passion for shaping and enhancing the identities of Places.
How has your experience living in Prague influenced your work and perspectives at Bloom Consulting in Madrid?
Before joining Bloom, I worked for the City of Prague where I was involved in developing the City’s Branding Strategy. This experience deeply influenced my time at Bloom Consulting, making me more attuned to the details of city and country representation.
Interestingly, my work at Bloom Consulting has mostly heightened my awareness of Prague’s branding efforts. It has made me more observant of how the city and Czechia present themselves, noticing the subtle touches in their branding strategies.
What do you enjoy most about working at Bloom Consulting?
Although I’m relatively new at Bloom Consulting, my experience so far has been incredibly intense and rewarding. The aspect I enjoy most is the continuous learning. Unlike my previous roles, which were often straightforward and criteria-based, working at Bloom Consulting is much more thoughtful. I have the opportunity to learn from colleagues with 10 to 20 years of experience in the field, which is incredible.
One of the most exciting aspects of working at Bloom is the diversity of our team. Colleagues from various nationalities bring unique backgrounds and perspectives, enriching our approach to diverse clients. Additionally, having clients from all over the globe allows me to explore and learn about new places in detail, which is truly fascinating.
How do you incorporate local culture, heritage, and traditions into Place Branding without resorting to clichés?
This was a key question for me before starting the job. The process is incredibly rigorous and involves extensive research. We engage deeply with local communities and international audiences, gathering a wide range of opinions. By collaborating with locals, we strive to capture the true essence of a place. This isn’t something that can be achieved quickly; it takes significant time and effort.
What I find particularly fascinating is the amount of social research involved. This work constantly inspires and motivates me as I learn about new places and cultures. Additionally, interacting with clients from different nationalities reveals interesting cultural differences in communication and business practices, which adds another layer of depth to the work.
What advice would you give to a country or a city that is just starting to develop its branding strategy?
My advice would be to prioritize thorough research and professional consultation. It’s crucial to understand that Place Branding is a complex process that requires a deep understanding of the Place’s unique identity and how it is perceived.
How do you stay updated with the latest trends and developments in the field of Nation and Place Branding?
I stay updated with the latest trends and developments in Nation and Place Branding primarily through the City Nation Place conference. Bloom Consulting is closely connected with this event, and I attended it while working for the City of Prague. It was there that I reconnected with Jose after a long time since my internship, which was a great experience. The conference is an excellent way to stay current.
