What we believe...

We believe that a successful brand resonates with inner positive energy. This inner energy invigorates the lives of citizens, generates tourism, stimulates trade and promotes inward investment.

The Acanchi name incorporates the Chinese idea of Chi – inner positive energy or life force.

Chi in its most positive expression, is synonymous with creativity, the ability to see things in a new and potentially valuable way. Creativity is a natural human instinct. When natural creativity is blocked, the result is not simply a lack of creativity. Energy begins to manifest itself negatively. This results in mechanistic and repetitive behaviours, feelings of frustration and boredom and ultimately self-destruction. This is as true for countries, cities and regions, as it is for individuals and companies.

We believe that success for a country, city or region brand can be achieved by discovering, defining and channelling this chi into a brand positioning that reflects the core truths of a place.

We believe that a strong brand positioning combined with an implementation plan to bring the brand to life for citizens, and potential visitors and investors, creates long term brand capital and helps countries, cities and regions achieve sustainable competitive advantage.

'If a brand is changed or built only on the surface and it is not supported by deeper changes and values within a country, city or region, it will not engage people. The government of a country, city or region has a responsibility to look after the well-being of its citizens. Investing in developing a brand that will bring in earnings from tourism and inward investment will undoubtedly achieve this, but it must have the support of competent government, sound policies and value producing development projects.' Fiona Gilmore