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Pride

Roger

Pride

Ad-Hoc Expert
Generic Skills
B.1. Understanding of integrated and sustainable urban development: 
I am a place branding and marketing expert. I have operated at a senior level for Place Marketing Organisations. And I have advised several cities on their place brand strategies. As a result I fully appreciate the importance of integrated and sustainable urban development and the role branding can play in that.
B1. Assessment: 
1: Although the applicant's response does not clearly indicate his understanding of integrated and sustainable urban development, according to his application form and CV he has taken part in several transnational projects related to integrated and sustainable urban development, in particular pertaining to place brand strategies. Overall, he has a very good track record in advising cities and city regions on their place brand strategies and more than 2 years of experience in this field.
B.2. Understanding of exchange and learning processes at transnational level: 
I have been involved in several transnational projects in the such as URBACT and Interreg. I have presented and run workshops on these programmes including City Logo. I have also led a key element of the AT Brand transnational programme helping to devise brand strategy for the Atlantic Arc Region.
B2. Assessment: 
1: The applicant provides several significant transnational activities that demonstrate his understanding of exchange and learning processes at transnational level (e.g. participation in URBACT and Interreg projects).
B.3. Proficiency in English: 
Mother tongue and fluent
B3. Assessment: 
1: The applicant is a native speaker.
Thematic expertise:
Theme / Policy: 
Local Economic Development
D.1. Deep knowledge on the selected theme and related policy challenges, including up to date practice, research, etc.: 
I have led a place marketing organisation at the national and city level. I am currently advising several cities and city regions on their place brand approaches. They include West Midlands / Greater Birmingham, Cardiff and Belfast. I am a Joint Editor of Destination Branding - one of the leading texts on place and destination branding. I am a Visiting Professor at the School of Hospitality and Tourism Management at Surrey University. I have devised and led workshops designed to gain insight and to help cities in multiple countries develop approaches to place brand strategy. I am an expert of the role of branding and marketing in influencing the reputation and prosperity of cities and regions. I have edited three editions of one of the leading books on destination branding. I have developed strategies on the tourism, inward investment, economic development, regeneration and food aspects place branding and marketing.
D1 Assessment: 
1: The applicant demonstrates more than two years of experience in having very good knowledge on the selected theme and related policy challenges, including up to date practice and research. He has advised several cities and city regions on their place brand and marketing strategies in particular related to the tourism, inward investment, economic development, regeneration and food aspects.
D.2. Ability to produce thematic inputs to feed in the learning process of in projects in which you have been involved: 
I have devised a model to determine the factors and variables which influence the viability and appropriateness of transnational branding strategies. This included: Facilitating Factors Motivating Factors Collaboration Outcomes Inhibiting Factors I have also developed options for a transnational branding strategy for the Atlantic Arc Region. This included the following options: Traditional Place Brand Approach, Cause Related Brand Approach, Event Led Approach.
D2 Assessment: 
0: The examples provided are not very specific and are only partially indicative of applicant's ability to produce thematic inputs to feed in the learning process of in projects in which he has been involved. The CV is not sufficiently informative either.
D.3. Ability to produce concise reports that incorporate learning from exchange & learning activities, put forward good practice: 
I have led in the creation of the following: DMO Strategy for Cardiff, Wales DMO Strategy for Swindon, England Place Brand Strategy for Belfast, Northern Ireland Place Brand Strategy for Cardiff, Wales City Region Brand Strategy for Greater Birmingham, England Assessment of the potential and options for the co-branding of cities and regions of the Atlantic Arc - Transnational I have devised and led workshops designed to gain insight and to help cities in multiple countries develop approaches to place brand strategy. Assessment of the potential and options for the co-branding of cities and regions of the Atlantic Arc - Transnational I have devised and led workshops designed to gain insight and to help cities in multiple countries develop approaches to place brand strategy.
D3 Assessment: 
1: The applicant provides several examples that demonstrate his ability to produce concise reports that incorporate learning from exchange and learning activities, put forward good practice and policy messages targeting city practitioners and urban policy-makers (for participants as well as for an external audience), in relation to the theme of developing marketing and place brand strategies for cities and city regions (e.g. City Region Brand Strategy for Greater Birmingham, Place Brand Strategy for Cardiff, co-branding of cities and regions of the Atlantic Arc - Transnational).
D.4. Understanding of how to maximize the use of project results for benefits in capitalization, policy design, awarenes: 
In all of the Place brand and Marketing Strategies I have been involved in, I have had to work with diverse stakeholder groups. The is considerable misunderstanding of what is place branding and the way it can impact on wider place strategies. A major component of my projects has not just been to devise the strategy but also to make city stakeholders aware of what place branding can do, if handled properly. Thus, I have engaged at Cabinet level in urban areas as diverse as Cardiff / Belfast / Birmingham / Swindon / Calderdale /and South Wales Valleys. I have also engaged with stakeholders representing the business, voluntary, tourism, education and faith interests in these urban areas.
D4 Assessment: 
1: The applicant provides several examples that demonstrate his understanding of how to maximize the use of project results for strategic benefits in capitalization, policy design and awareness raising (e.g. participation in the design of place brand and marketing strategies for different cities and city regions, interaction with diverse stakeholder groups on local and national level).
Summary Thematic expertise: 
I am an expert of the role of branding and marketing in influencing the reputation and prosperity of cities and regions. I have edited three editions of one of the leading books on destination branding. I have developed strategies on the tourism, inward investment, economic development, regeneration and food aspects place branding and marketing. I have led a place marketing organisation at the national and city level. I am currently advising several cities and city regions on their place brand approaches. They include West Midlands / Greater Birmingham, Cardiff and Belfast. I am a Joint Editor of Destination Branding - one of the leading texts on place and destination branding. I am a Visiting Professor at the School of Hospitality and Tourism Management at Surrey University.
Assessment: 
The applicant is validated for D with a score of 3 out of 4. Overall, Mr. Pride has a very relevant experience in the field of developing place brand and marketing strategies for different cities and city regions. In particular, he has excellent knowledge and experience in developing strategies on the tourism, inward investment, economic development, regeneration and food aspects place branding and marketing. In addition, he has also engaged with stakeholders representing the business, voluntary, tourism, education and faith interests in urban areas as diverse as Cardiff / Belfast / Birmingham / Swindon / Calderdale and South Wales Valleys. One reference person recommends Mr. Pride as an excellent expert in the field of Local Economic Development, because he has considered place issues from a wide range of perspectives. He is able to bring first hand experience from inward investment, tourism, education and a range of other economic development perspectives. No significant discrepancies were identified between CV and application.
Expertise support to local authorities and other stakeholders in designing & delivering integrated and participatory policies
Summary Expertise: 
An acknowledged, practitioner, adviser, consultant, author, lecturer and speaker on all aspects of place branding and marketing. Experience in demonstrating the role of place branding in shaping urban policy and wider strategies, including tourism, economic development, inward investment and regeneration.

Informations

Residence location:
United Kingdom
Languages:
English - Mother tongue
Foreign Languages level: 
Foreign languages: 
Email:
prideroger@aol.com
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Area of expertise