Malcolm Allan
Since 2018 Malcolm is the President of Bloom Consulting. Previously Malcolm was the managing director and founder of Placematters in 2012 and Placebrands in 2002 with Simon Anholt.
- Place Branding
What is soft power?
In this article Bloom Consulting examines the differences and similarities between soft power and Nation Branding. In an age…Nation Branding vs. Nation Marketing: What’s the Difference?
Nation Marketing and Nation Branding are not interchangeable. While Nation Marketing is the promotional activities you carry out to engage target audiences,…What is Nation Branding?
Nation Branding is the systematic and coherent management of perceptions surrounding a Country, Nation, or City that is inherent of political and…Branding a Place and a Nation: challenges of defining the Central Idea
Any Place Branding project should start with immersion into the dynamics of place identity, cultural and social landscapes. It may look like…
- Placemaking
Placemaking and the quality of “Public places”
The term “Placemaking” is self-explanatory. When we discuss “Placemaking”, even if in a somewhat counterintuitive way, we automatically understand it as a…What is Placemaking?
Why do we like a particular place so much, like the coffee shop on the corner of a certain neighborhood? Or that…Cities and the new zeitgeist: Understanding the dematerialized world
Placemaking as a concept was invented in the early 1960’s, based in Jane Jacobs and William Whyte’s concepts, where cities were more…Key elements to successful placemaking in the new decade
Here we will explore the idea of successful placemaking in this new decade and outline a roadmap to five key elements to…
- Digital Identity
Swedish case study: What search data reveals about the impact of the pandemic on tourism
Visit Sweden, the Swedish government’s official tourism agency, has been working with Bloom Consulting and its sister company, D2 Analytics since 2015…Who’s managing the Digital Identity of nations and places?
Why should nations and places care what people find online? The economics of places begins with supply and…D2 Digital Demand ©, results may surprise you.
Why should I care what people are searching for? The economics of places begins with supply and demand, and…Here’s why tourism destinations can’t afford to ignore search-engine results
Countries, Regions and Cities already know they need to strategically manage their brand—not only for reputation management, but also for trade, investment,…
- Research
The Impact of Nation and Place Brands on the Local and Global Economy
Bloom Consulting is proud to introduce the first-ever study on the impact of Nation Brands and City Brands on local and global…Highlights of the Country Brand Ranking 2024 | 2025 Tourism Edition
The most recent edition of the Bloom Consulting Country Brand Ranking © Tourism Edition is pivotal in showcasing the effects of the…Highlights of the Country Brand Ranking 2024 | 2025 Trade edition
The latest edition of the Bloom Consulting Country Brand Ranking © in Trade reveals dynamic shifts in the performance of Nation Brands…
- Places
Laying the foundations of a new Place Brand for the Great Southern Region in Australia
Discovering the marvels of Australia’s Great Southern Region (Background) The Great Southern Region (GSR), located across Australia’s south…First AI-driven Nation Branding Strategy
In a groundbreaking moment for Bloom Consulting, the team has delivered its first Nation Branding strategy developed together with artificial intelligence (AI)….Finland – playing the long game
A forward-thinking Nordic welfare state (Background) Finland declared its independence in 1917, becoming a full-blown republic in 1919….Australia: A new approach to Nation Branding
Also known as ‘the land down under’, Australia needs no introduction. Australians aren’t shy about making a name for…
- Our Work
From development to tourism harmonization
Tourists stay home? Since the COVID years, many commentators have prophesied a new era of "alternative tourism" for the…The Bloom Consulting Academy
Why Create an Academy? Following on from its pioneering partnership with Middlesex University in the UK which resulted…Airports and the experience of places and non-places
Airports. Only those who don't constantly travel find them glamorous — that's a fact. For those who live a life like Ryan…
- Behind the Scenes
Interview: Iman and Jose discuss Bloom Consulting in Saudi Arabia
Bloom Consulting's recent expansion into Riyadh, Saudi Arabia, under the leadership of Iman Almutairi, represents a significant advancement in City Branding and…Interview with Anna, Nation and Place Branding Consultant at Bloom Consulting
Anna is a passionate professional in Nation and Place Branding. Her journey began with an internship at Bloom Consulting’s Madrid office, and…Interview with Philippe, Tourism Development Global Director at Bloom Consulting
Philippe joined our team this year. He has extensive experience working with Countries, Regions and Cities worldwide, specialising in Tourism Development and…
- Podcast
Be on-brand, stay on-brand
In celebration of Bloom Consulting’s 20th anniversary, this podcast series brings together leading voices to discuss the key elements of Nation Branding…Defining the Central Idea
This podcast series celebrates Bloom Consulting's 20th anniversary, hosted by Clare Dewhirst, director of City Nation Place. In each episode, Clare delves…Crisis Management in Nation Branding
This podcast series commemorates Bloom Consulting's 20th anniversary, and Clare Dewhirst, director of City Nation Place, sets the stage for an exploration…Place Analytics: Understand the Current perceptions
This podcast series commemorates Bloom Consulting's 20th anniversary, and Clare Dewhirst, director of City Nation Place, sets the stage for an exploration…
- Place Branding
What is soft power?
In this article Bloom Consulting examines the differences and similarities between soft power and Nation Branding. In an age…Nation Branding vs. Nation Marketing: What’s the Difference?
Nation Marketing and Nation Branding are not interchangeable. While Nation Marketing is the promotional activities you carry out to engage target audiences,…What is Nation Branding?
Nation Branding is the systematic and coherent management of perceptions surrounding a Country, Nation, or City that is inherent of political and…Branding a Place and a Nation: challenges of defining the Central Idea
Any Place Branding project should start with immersion into the dynamics of place identity, cultural and social landscapes. It may look like…Three branding initiatives to close the perception-reality gap of a Country or Place Brand
A misrepresentation between how a country, city or region is perceived by others and what it is like in reality can be…
- Placemaking
Placemaking and the quality of “Public places”
The term “Placemaking” is self-explanatory. When we discuss “Placemaking”, even if in a somewhat counterintuitive way, we automatically understand it as a…What is Placemaking?
Why do we like a particular place so much, like the coffee shop on the corner of a certain neighborhood? Or that…Cities and the new zeitgeist: Understanding the dematerialized world
Placemaking as a concept was invented in the early 1960’s, based in Jane Jacobs and William Whyte’s concepts, where cities were more…Key elements to successful placemaking in the new decade
Here we will explore the idea of successful placemaking in this new decade and outline a roadmap to five key elements to…
- Digital Identity
Swedish case study: What search data reveals about the impact of the pandemic on tourism
Visit Sweden, the Swedish government’s official tourism agency, has been working with Bloom Consulting and its sister company, D2 Analytics since 2015…Who’s managing the Digital Identity of nations and places?
Why should nations and places care what people find online? The economics of places begins with supply and…D2 Digital Demand ©, results may surprise you.
Why should I care what people are searching for? The economics of places begins with supply and demand, and…Here’s why tourism destinations can’t afford to ignore search-engine results
Countries, Regions and Cities already know they need to strategically manage their brand—not only for reputation management, but also for trade, investment,…How the Digital Identity of Nations and Places reflects on Place Brands
Digital presence, search results and online reputation. In today’s fast-paced world there’s no way around the growing importance of this correlated pyramid….
- Research
The Impact of Nation and Place Brands on the Local and Global Economy
Bloom Consulting is proud to introduce the first-ever study on the impact of Nation Brands and City Brands on local and global…Highlights of the Country Brand Ranking 2024 | 2025 Tourism Edition
The most recent edition of the Bloom Consulting Country Brand Ranking © Tourism Edition is pivotal in showcasing the effects of the…Highlights of the Country Brand Ranking 2024 | 2025 Trade edition
The latest edition of the Bloom Consulting Country Brand Ranking © in Trade reveals dynamic shifts in the performance of Nation Brands…Bloom Consulting Continues its Official Partnership with the WEF Travel and Tourism Development Index
Has the travel and tourism (T&T) sector recovered from the pandemic? How is climate change affecting global travel habits, and what is…
- Places
Laying the foundations of a new Place Brand for the Great Southern Region in Australia
Discovering the marvels of Australia’s Great Southern Region (Background) The Great Southern Region (GSR), located across Australia’s south…First AI-driven Nation Branding Strategy
In a groundbreaking moment for Bloom Consulting, the team has delivered its first Nation Branding strategy developed together with artificial intelligence (AI)….Finland – playing the long game
A forward-thinking Nordic welfare state (Background) Finland declared its independence in 1917, becoming a full-blown republic in 1919….Australia: A new approach to Nation Branding
Also known as ‘the land down under’, Australia needs no introduction. Australians aren’t shy about making a name for…Brand South Africa: converting a complicated legacy into an advantage
The brief story of the “rainbow country” (background) South Africa is, as its intrinsic name states, the southernmost…
- Our Work
From development to tourism harmonization
Tourists stay home? Since the COVID years, many commentators have prophesied a new era of "alternative tourism" for the…The Bloom Consulting Academy
Why Create an Academy? Following on from its pioneering partnership with Middlesex University in the UK which resulted…Airports and the experience of places and non-places
Airports. Only those who don't constantly travel find them glamorous — that's a fact. For those who live a life like Ryan…Nation Branding in the Gulf countries: An exciting endeavour
Building a strong and effective Nation Brand that is both original and long-lasting is a challenging task, especially if it requires a…
- Behind the Scenes
Interview: Iman and Jose discuss Bloom Consulting in Saudi Arabia
Bloom Consulting's recent expansion into Riyadh, Saudi Arabia, under the leadership of Iman Almutairi, represents a significant advancement in City Branding and…Interview with Anna, Nation and Place Branding Consultant at Bloom Consulting
Anna is a passionate professional in Nation and Place Branding. Her journey began with an internship at Bloom Consulting’s Madrid office, and…Interview with Philippe, Tourism Development Global Director at Bloom Consulting
Philippe joined our team this year. He has extensive experience working with Countries, Regions and Cities worldwide, specialising in Tourism Development and…Interview with Filipe, Nation and Place Branding Director at Bloom Consulting
Since 2012, Filipe Roquette has been a key figure for Bloom Consulting. Not only is he a Nation and Place Branding specialist,…
- Podcast
Be on-brand, stay on-brand
In celebration of Bloom Consulting’s 20th anniversary, this podcast series brings together leading voices to discuss the key elements of Nation Branding…Defining the Central Idea
This podcast series celebrates Bloom Consulting's 20th anniversary, hosted by Clare Dewhirst, director of City Nation Place. In each episode, Clare delves…Crisis Management in Nation Branding
This podcast series commemorates Bloom Consulting's 20th anniversary, and Clare Dewhirst, director of City Nation Place, sets the stage for an exploration…Place Analytics: Understand the Current perceptions
This podcast series commemorates Bloom Consulting's 20th anniversary, and Clare Dewhirst, director of City Nation Place, sets the stage for an exploration…Laying the foundation
This podcast series commemorates Bloom Consulting's 20th anniversary, and Clare Dewhirst, director of City Nation Place, sets the stage for an exploration…
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Since 2003, Bloom Consulting has been developing Nation Branding and City Branding strategies for various local and national governments around the world, collaborating with prime ministers, presidents, mayors, heads of tourism boards, and directors of investment agencies.
Since 2003, Bloom Consulting has been developing Nation Branding and City Branding strategies for various local and national governments around the world, collaborating with prime ministers, presidents, mayors, heads of tourism boards, and directors of investment agencies.
Depuis 2003, Bloom Consulting développe des stratégies de marketing territorial pour divers gouvernements nationaux et locaux du monde entier, en collaboration avec les responsables politiques, présidents et directeurs d'offices du tourisme et d'agences de développement ou d'investissement.
© Bloom Consulting | Since 2003