- Location
- Calgary, Alberta, Canada
- Bio
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For the past 18 years, Philip has been the principal of Stormy Lake Consulting and leads the awesome team. More than 35-years into his career (and as passionate and enthusiastic as ever), Philip is a researcher, strategist and board/executive facilitator who has developed strategic plans and brand frameworks in the tourism, municipal, not-for-profit, financial services, transportation, post-secondary education, K-12 education and complex social issue sectors.
In what feels like a very long time ago, Philip earned a B. Comm. Honours (1987) with specializations in Marketing and Computer Science from Queen’s University. Fun fact: in 1987 you needed special permission to combine marketing and computer science in one degree.
Philip designs innovative engagement processes and has developed a proprietary planning model that embeds the principles of design and change management into traditional strategic planning. - Companies
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Calgary, Alberta, Canada
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- Categories
- Market research Marketing strategy
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Recent projects
Tourism Brand Competitive Analysis
2-4 studentsMost tourism destination have similar brands - it might be an urban brand, a beauty brand or an adventure brand. There are a limited number of variations. This is an observation that we would like to validate. This project will give us a better understanding of the different ways tourism marketing organizations articulate their brand strategy.Desired outcomeWe hope to create a set of validated "types" of brand strategies in the tourism marketplace. With this information we can better help small destinations with limited budgets build effective brand strategies.
Tourism Brand Competitive Analysis
1 or 2 studentsMost tourism destination have similar brands - it might be an urban brand, a beauty brand or an adventure brand. There are a limited number of variations. This is an observation that we would like to validate. This project will give us a better understanding of the different ways tourism marketing organizations articulate their brand strategy. This project work will include:An identification of tourism marketing organizations of all sizes, around the world..An inventory of brand strategiesA summary of the different themes, archetypes or schemas used in tourism branding.We will give you access to our team, sample analyses and ongoing support and supervision. We can suggest names of destinations to research.This project will not include travel to the destinations. Sorry.Desired outcomeWe hope to gain a comprehensive understanding of the typologies of brand strategies in the tourism marketplace. With this information we can better help small destinations with limited budgets build effective brand strategies.