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Rural Rebranding

Rural Rebranding. Cows in crisis?. Why do rural areas need rebranding?. Countryside in crisis?. Anti-idyllic views: (poor image of place.) Backward. Unsophisticated. Unfriendly, especially to incomers. Environmentally damaged. Boring. Sleepy and slow. Image of place

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Rural Rebranding

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  1. Rural Rebranding Cows in crisis?

  2. Why do rural areas need rebranding? Countryside in crisis? • Anti-idyllic views: (poor image of place.) • Backward. • Unsophisticated. • Unfriendly, especially to incomers. • Environmentally damaged. • Boring. • Sleepy and slow. Image of place This is an important ‘idea’. It can be shown through a variety of media: Websites, pictures, poetry, paintings, cartoons. What the image says about a place may well determine how successful that place is.

  3. Challenges for the countryside

  4. Build on what’s there! • Location– Proximity to urban centre for commercial advantage/ Remoteness for peace and quiet. • Physical environment – attractive landscapes, terrain suitable for activites, climate. • Cultural History – Buildings, redundant mines/railways, traditions, cuisine, festivals. • Human Capital – Local skills, attitude/capacity for risk taking, leadership in area. • Social Capital – ability of local people/institutions to take effective action. Valorisation (Adding Value) Sustainable exploitation of an underused local resource to produce wealth and employment in the area. Rebranding often is the heart of adding value to a rural economy. E.G Cherry farmer.

  5. Rural Rebranding stratagies • Specialist food product – Devon cream, Melton Mowbray pies. • Food Towns/Markets – Ludlow. • Off farm diversification – Woodland developed for activites e.g paintballing. • On farm tourism stratagies – Farmhouse holiday homes, clay pigeon shooting. • Organic crops – food drink and cosmetics industries. • Rural heritage/tourism – Castles/zoos e.g Howletts & Port Lyme. • Arts and Media projects • Rural industries – Specialist furniture, jewellery, high-tech services e.g web design. • Rural energy – hydroelectric schemes/solar & wind power.

  6. Rural Rebranding. • Why might a rural area need rebranding? • Why is this rebranding different to urban rebranding? • Why is rural rebranding harder to undertake than urban rebranding? Read Lobb’s Farmshop article on Page 281 and answer questions 1,2,3,4,5,6.

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