SUMMARY
A small state on the east coast of the United States, Rhode Island was experiencing significant economic and social difficulties. In 2016, a tourism and economic appeal brand was launched with the aim of creating a more positive image. Despite the investment of significant financial resources, the campaign was a failure... We take a look back at the lessons learned from this"worst practice" and some of the mistakes to be avoided in territorial branding initiatives.
Keywords: Attractiveness, Bad buzz, Communication, Crisis, Economic development, Crisis management, Attractiveness brand, Reputation, Social networks, Tourism, Rhode Island, United States
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