{"id":1164,"date":"2020-01-06T15:36:37","date_gmt":"2020-01-06T15:36:37","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=1164"},"modified":"2025-11-13T15:37:26","modified_gmt":"2025-11-13T15:37:26","slug":"guimaraes-when-the-city-brand-is-the-people","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/guimaraes-when-the-city-brand-is-the-people\/","title":{"rendered":"Guimar\u00e3es: when the City Brand is the people"},"content":{"rendered":"\n

The Birthplace of the Portuguese Nation <\/strong>(Background<\/em>)<\/p>\n\n\n\n

Guimar\u00e3es: where the history of Portugal begins.\nBirthplace of the young Count Afonso Henriques, from where he left in search of\na kingdom, to conquer Christian territory and widen his county\u2019s borders.\nHistorically associated with the establishment of Portuguese nationality and\nidentity, Guimar\u00e3es preceded and prepared the foundation of Portugal, which is\nalso known as “The birthplace of the Portuguese Nation”.<\/p>\n\n\n\n

Guimar\u00e3es was built by the Countess Mumadona Dias in\nthe tenth century and was intended for defence of the territory. The wall of\nGuimar\u00e3es had eight doors and surrounded Vimaranes, the village that later\nbecame Guimar\u00e3es. Within these walls, the village remained unchanged for\ncenturies, but beyond the fortifications, it expanded and grew under the\nestablishment of religious orders and population growth.<\/p>\n\n\n\n

In contemporary Guimar\u00e3es, history is encrypted in the\ncity\u2019s streets and the heritage is very well preserved. The iron balconies,\ngranite front porches, the manor houses, arches connecting the narrow streets,\nsmoothed floor slabs of the years, and the towers and cloisters carry us through\ntime. For a moment, the medieval scene forms and we feel this unique atmosphere\nas if we were part of the Nobility.<\/p>\n\n\n\n

The historic centre is still full of life, with layers\nof time living on the balconies, with clothes hanging, on the treasured fa\u00e7ades,\nand houses filled with memories. The hubbub from coffee talk and the bustle of\nchildren fill the human frame, made of inhabitants that still live in those\nhouses with granite walls, wooden doors, and wrought iron balconies.<\/p>\n\n\n\n

\"\"
The Historic Centre of Guimar\u00e3es is still the home of many local people<\/em><\/figcaption><\/figure>\n\n\n\n

Granite, wood, and iron. These were the raw materials\nused for the restoration of public space. In Guimar\u00e3es\u2019 historic centre\u2019s exemplary\nrecovery, traditional construction techniques were used, and residents were an\nintegral part of the process. This intervention\u2019s rigour earned several\ndistinctions from national and international institutions.<\/p>\n\n\n\n

In 1853, Dona Maria bestowed the status of City to\nGuimar\u00e3es, but this status was conquered by Vimaranes\u2019 people over the\ncenturies. An important status that Guimar\u00e3es boasts is to be the home of two\nnational treasures, with many stories around them: a golden silver triptych\noffered by D. Jo\u00e3o I, in appreciation to Santa Maria of Guimar\u00e3es for the\nvictory in the Battle of Aljubarrota; and a loudel<\/em>, a military garment\nmade to protect the King’s body from the armour\u2019s harshness and enemies\u2019 blows.<\/p>\n\n\n\n

This city is modern and lives side-by-side with its\nhistoric centre, where people circulate, becoming an integral and authentic\npart of the collective memory. It\u2019s an urban complex that has embraced history\nand modernity and, since 2001, earned the classification of UNESCO Universal\nHeritage.<\/p>\n\n\n\n

More than the historic centre <\/strong>(Challenge<\/em>)<\/p>\n\n\n\n

Given this strong and unique historical legacy, the\nGuimar\u00e3es\u2019 Town Hall joined forces with Bloom Consulting to understand the\nMunicipality’s reality and define the positioning of its City Brand in tourism\nattraction. Thus, for the development of the strategy, in the first phase, an\nextensive research phase was carried out by elaborating studies with the purpose\nto understand internal and external perceptions of the municipality.<\/p>\n\n\n\n

Guimar\u00e3es is a territory with great national recognition and where inhabitants have an unwavering positive perception. Although national recognition is very high, international recognition and demand still have a lot of room to grow. These were the main conclusions drawn by Bloom Consulting from interviews with local actors, online searches using Digital Demand – D2\u00a9<\/a><\/strong> software, and hundreds of online surveys nationwide.<\/p>\n\n\n\n

There are perceptions about Guimar\u00e3es and they are\naligned with reality. And both in the internal perceptions as well as in the\nrest of the country, we realize that there is a prevalence in the themes\nrelated to the Foundation and History of Portugal. Those who visit this\nterritory for the first time, especially local stakeholders, get an extremely\npositive feeling, but not always a unique experience.<\/p>\n\n\n\n

In fact, Bloom Consulting detected some obstacles in\nGuimar\u00e3es\u2019 City Brand: short stay in the Municipality, tourist concentration in\nthe city centre, loss of notoriety with young people, and the aforementioned\nlack of recognition outside Portugal.<\/p>\n\n\n\n

\u201cThese are the obstacles that we propose to tackle\nwith this strategy, attracting more people to the municipal territory of\nGuimar\u00e3es, and transmit this Vimaranes\u2019 determination, with the pride we have\nin our history, with the unique way we receive those who visit us. But also,\nwith the spirit of unity that leads us to defend what is ours, which is the\nterritory that we have always been taught to love, and of which we are proud,<\/em>\u201d says Domingos Bragan\u00e7a, Mayor of Guimar\u00e3es.<\/p>\n\n\n\n

Valuing and preserving sentiment of uniqueness for the territory <\/strong>(Strategy<\/em>)<\/p>\n\n\n\n

As recommendations, Bloom Consulting identified the\nneed to unify the territory of Guimar\u00e3es and complement the existing\nexperience. In addition, communicating more and better to change the paradox\nthat Guimar\u00e3es is just about the Castle and the Palace of the Dukes, in order\nto address the issue of concentration in the historic centre and short stays.<\/p>\n\n\n\n

Bloom Consulting felt it was just as important to\ndiversify audiences through smart segmentation, creating specific actions and\nactivities to gain greater awareness among young people, and combat\ncross-border ignorance.<\/p>\n\n\n\n

\"\"
The Councilwoman of Tourism, Sofia Ferreira, the Mayor of Guimar\u00e3es, Domingos Bragan\u00e7a, and the Portugal Director of Bloom Consulting, Filipe Roquette, at the public presentation of the 2019-2029 tourist strategy<\/em><\/figcaption><\/figure>\n\n\n\n

\u201cThe connection between the city and the audience\ncannot be lost: it is important that they come back or that we make them come\nback<\/em>,\u201d said Filipe\nRoquette, Director of Bloom Consulting in Portugal during the public\npresentation of the Tourist Strategy in September 2019. \u201cVimaranes\u2019<\/em> people\nshould act as a kind of ambassador of Guimar\u00e3es inside and outside,\u201d <\/em>he\nsaid, stressing the \u201cimportance that the immersion in Vimaranes\u2019 spirit has\nin attracting tourists, being the localism, for example, one of the\ndifferentiating points of the city<\/em>.\u201d<\/p>\n\n\n\n

Exploring the potential of stakeholder engagement and\ntaking advantage of local pride were other key points to consider, as well as\naligning the strategy with a coherent vision for tourism through a Central Idea\nthat defined Guimar\u00e3es Municipality\u2019s City Brand.<\/p>\n\n\n\n

Hence, Bloom Consulting gathered a local team and\nlaunched the challenge of finding what Guimar\u00e3es represents! Combining the\nsymbolism of a territory with a rich historical heritage, with the bravery\ncharacteristic of its foundation, it is the heart, the sense of belonging, and\nthe unbridled pride that stand out. The rapture, enthusiasm, and exacerbated\nway of living in Guimar\u00e3es is the exact identity that distinguishes this people\nfrom the rest of the world. An essence only found in this Minho Municipality.<\/p>\n\n\n\n

\"\"
Workshop held by Bloom Consulting with the Guimar\u00e3es team to create the Central Idea: the Vimaranense Determination!<\/em><\/figcaption><\/figure>\n\n\n\n

The Vimaranense Determination <\/strong>(in Portuguese, \u2018Garra\nVimaranense\u2019<\/strong>) embodies the authenticity and hospitality, the conquest and\nperseverance, the passion and defence of those who experience and honour the\nglories of this unique territory. What is special about Guimar\u00e3es is the\npeople!<\/p>\n\n\n\n

Assimilating this identity concept as a strategy,\nBloom Consulting outlined four behaviours<\/strong> aligned with the new Guimar\u00e3es\nCity Brand.<\/p>\n\n\n\n

Pride of history<\/strong>. Historical weight has always been a gravitational force contained within the walls of the Castle and the Historic Centre. Being from Guimar\u00e3es, where Portugal was born, is a pride transmitted from parents to children and is an encouragement to face any difficulty. As in Guimar\u00e3es everyone knows, it was because there were Vimaranense people that, later, there could be Portugal.<\/p>\n\n\n\n

The Ultimate Host.<\/strong> People feel good in Guimar\u00e3es, they feel at home. Those who visit this county leave there with a great sense of belonging and a great desire to return, the people from Vimaranes are the perfect hosts and master the art of receiving like no one else.<\/p>\n\n\n\n

\"Bloom
Guimaraes public event<\/figcaption><\/figure>\n\n\n\n

Participate actively.<\/strong> At times, when it is necessary to represent\nGuimar\u00e3es, citizens defend their ancient land with one voice. Everyone wants to\ntake part; the union is made of one body and spirit. Community is the\nwatchword, with no room for indifference.<\/p>\n\n\n\n

Love the territory<\/strong>. From an early age, the people of Vimaranes were\ntaught to love their land and the history it fosters \u2013 the undisputed cradle of\nnationality. Every corner and every nook of the squares and facades have a\nspecial meaning for each native of Guimar\u00e3es, which will be preserved from\ngeneration to generation.<\/p>\n\n\n\n

All these behaviours are mirrored in three main\nprograms.<\/strong><\/p>\n\n\n\n

\"Guimaraes<\/figure>\n\n\n\n

1. IDENTITORY PROGRAM<\/strong>. The main objective of this program is to develop,\nexpand, and disseminate the Vimaranense Determination<\/strong>, ensuring the future\nof this spirit of identity through the young, who connect with tourists and\neven those who have just arrived in the region. This immaterial asset that\nrepresents the identity of Guimar\u00e3es is an inextricable part of the\nMunicipality’s vision and projection.<\/p>\n\n\n\n

Within this program there are three projects: Bases of Identity, Identity Representation and Projection\nof Identity. <\/strong>Each one has more\nsubprojects.<\/p>\n\n\n\n

2. TERRITORIAL VALUATION<\/strong>. A program focused on turning the whole of the Vimaranense\nterritory into a reflection of identity, vision, and high expectations. The Vimaranense\nDetermination<\/strong> shows its maximum exponent in the defence, preservation, and experience\nof its territory. The distinctions and honours that the city often receives are\nnot a fluke, but a consequence of constant meritorious work. Thus, this program\nis based on the principle of continuing to perfect Guimar\u00e3es, without\ndecoupling the identity of the territory.<\/p>\n\n\n\n

This program includes another three projects: Unified\nTerritory<\/strong>, Guimar\u00e3es Verde <\/strong>and Determination in the Territory<\/strong>.\nThese projects are also divided into more subprojects.<\/p>\n\n\n\n

3. GET TO KNOW GUIMAR\u00c3ES<\/strong>. A program that offers a range of experiences that\nreflect the monumentality of the territory and Vimaranes\u2019 people. The\nhumanization of the tourist experience is a losing game for many modern\ndestinations. In Guimar\u00e3es, however, there is willingness from the population\nto be part of the destination, to show, help, and participate. With this \u201cDetermination\u201d\nand for this reason, all projects related to the tourist experience will\ninclude the Vimaranes\u2019 people\u2019s participation.<\/p>\n\n\n\n

Finally, this program has six projects: Tailor-made<\/strong>, Discovery of Origin<\/strong>, Green\nVisit<\/strong>, Immersion in the Spirit of Vimaranes people<\/strong>, Passion Path<\/strong>\nand Accompanied Experiences. <\/strong>Once\nagain, these projects are divided into several subprojects.<\/p>\n\n\n\n

1 Strategy, 3 Programs, 12 Projects, 48 \u200b\u200bSubprojects,\n158,124 Vimaranense people<\/strong>.\nThese are the numbers that will build the future of Guimar\u00e3es.<\/p>\n\n\n\n

From theory to practice <\/strong>(Implementation<\/em>)<\/p>\n\n\n\n

From Vimaranenses to young people, to foreign\nvisitors, Bloom Consulting’s tourism strategy for the Guimar\u00e3es City Brand recommends\nfocus on these target audiences.<\/p>\n\n\n\n

The inhabitant of Guimar\u00e3es will be the most important\ncomponent of this strategy, as their determination will be the driving force of\nall projects. It will be the natives of this great city that will make national\ncitizens, Portuguese-descendant citizens, and the Portuguese diaspora see this land\u2019s\npersonality.<\/p>\n\n\n\n

The younger age groups are the ones that are most resistant\nto Guimar\u00e3es’ messages, so the messages must be adapted to show a modern and\ninnovative destination. Moreover, to make Guimar\u00e3es known to foreign markets,\nwith an emotional and meaningful concept for those who have no connection to\nPortuguese origins. Bloom Consulting believes that expanding international\ndemand is fundamental.<\/p>\n\n\n\n

\"\"
Example of visual communication of the tourist strategy of Guimar\u00e3es<\/em><\/figcaption><\/figure>\n\n\n\n

For the implementation phase of the strategy, the\ncreation of a team composed by Guimar\u00e3es City Council, associations, locals,\nand Vimaranense actors should make all the aforementioned projects a reality.\nAnd a Management Platform will ensure periodic analysis of the status and\nresults of each project.<\/p>\n\n\n\n

A new chapter is now being written, but it doesn\u2019t go\ninto Portuguese History books. It is a chapter that goes far beyond a tale that\nbegins with \u201cPortugal was born here\u2026\u201d, it goes beyond the Castle walls and the\nHistoric Centre. It is a chapter told in the first person, by each Vimaranense\nperson, all together, with one voice, with one identity. An identity that\ntransmits all the emotion, dedication, and enthusiasm, that only Guimar\u00e3es holds.\nWith Vimaranense Determination<\/strong>!<\/p>\n\n\n\n

Learn more about Guimar\u00e3es’ Case Study soon at Bloom Consulting’s website<\/strong><\/p>\n\n\n\n

“With this\nstrategy of Bloom Consulting, we intend to overcome the obstacles and attract\nmore people to the municipal territory of Guimar\u00e3es, envolving them with this\nvimaranense determination<\/em>.”<\/p>\n\n\n\n

Domingos Bragan\u00e7a, Mayor of Guimar\u00e3es<\/strong><\/p>\n\n\n\n

\n\n\n\n

Published on 07.05.2020.<\/p>\n","protected":false},"excerpt":{"rendered":"

The Birthplace of the Portuguese Nation (Background) Guimar\u00e3es: where the history of Portugal begins. Birthplace of the young Count Afonso Henriques, from where he left in search of a kingdom, to conquer Christian territory and widen his county\u2019s borders. Historically associated with the establishment of Portuguese nationality and identity, Guimar\u00e3es preceded and prepared the foundation […]<\/p>\n","protected":false},"author":3,"featured_media":6114,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[146,77],"tags":[173,176,178,179,141,207,139,208,181],"class_list":{"0":"post-1164","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights","8":"category-places","9":"tag-bloom-consulting-2","10":"tag-cities","11":"tag-city-branding-2","12":"tag-digital-city-2","13":"tag-digital-identity","14":"tag-guimaraes-2","15":"tag-place-branding-2","16":"tag-portugal","17":"tag-regions"},"yoast_head":"\nGuimar\u00e3es: when the City Brand is the people - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Guimar\u00e3es Municipality joined forces with 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