BRAND CITIES

CITIES AS BRANDS: A PRESENTATION

CITIES hAvE AlwAyS bEEN bRANdS IN ThE TRuEST SENSE Of ThE wORd.

Introduction

CITIES AS BRANDS: A PRESENTATION

OvER TIME... CITIES hAvE ACQuIREd ThEIR uNIQuE REPuTATION

Introduction

CITIES AS BRANDS: A PRESENTATION

THEBES

VALLEY OF THE KINGS

Introduction

CITIES AS BRANDS: A PRESENTATION

ROME

CITY OF SEVEN HILLS

Introduction

CITIES AS BRANDS: A PRESENTATION

VENICE

QUEEN OF THE ADRIATIC

Introduction

CITIES AS BRANDS: A PRESENTATION

STOCKHOLM

VENICE OF THE NORTH

AAAA

CITIES AS BRANDS: A PRESENTATION

... ANd CITIES ARE bRANdS EvEN MORE TOdAy IN ThE TIMES Of GlObAlISATION...

Introduction

CITIES AS BRANDS: A PRESENTATION

PARIS IS ROMANCE

Introduction

CITIES AS BRANDS: A PRESENTATION

MILAN IS STYLE

Introduction

CITIES AS BRANDS: A PRESENTATION

NEW YORK IS ENERGY

Introduction

CITIES AS BRANDS: A PRESENTATION

WASHINGTON IS POWER

Introduction

CITIES AS BRANDS: A PRESENTATION

TOKYO IS MODERNITY

Introduction

CITIES AS BRANDS: A PRESENTATION

BARCELONA IS CULTURE

Introduction

CITIES AS BRANDS: A PRESENTATION

RIO IS CULTURE

Introduction

CITIES AS BRANDS: A PRESENTATION

ThESE ARE ThE bRANdS Of ThE RESPECTIvE CITIES, ANd ThEy ARE INExTRICAbly TIEd TO ThE hISTORIES ANd dESTINIES Of All ThESE PlACES.

Introduction

CITIES AS BRANDS: A PRESENTATION

Introduction

CITIES AS BRANDS: A PRESENTATION

Introduction

CITIES AS BRANDS: A PRESENTATION

Introduction

CITIES AS BRANDS: A PRESENTATION

Introduction

CITIES AS BRANDS: A PRESENTATION

Introduction

CITIES AS BRANDS: A PRESENTATION

IN TOdAyS GlObAlIzEd, NETwORkEd wORld, EvERy PlACE hAS TO COMPETE wITh EvERy OThER PlACE fOR ITS ShARE Of ThE wORldS CONSuMERS, TOuRISTS, buSINESSES, INvESTMENT, CAPITAl, RESPECT ANd ATTENTION.

Introduction

CITIES AS BRANDS: A PRESENTATION

CITIES... ThE ECONOMIC ANd CulTuRAl POwERhOuSES Of NATIONS, ARE INCREASINGly ThE fOCuS Of ThIS INTERNATIONAl COMPETITION fOR fuNdS, TAlENT ANd fAME.

Introduction

CITIES AS BRANDS: A PRESENTATION

ThIS COMPETITIvE ENvIRONMENT IS A REAlITy Of OuR TIMES, ANd hOw A CITy STAkES OuT ANd COMMuNICATES ITS dISTINCTIvE PlACE wIThIN IT lARGEly dECIdES whICh CITIES SuCCEEd ANd whICh fAlTER IN ThE RACE fOR ECONOMIC PROSPERITy.

Introduction

CITIES AS BRANDS: A PRESENTATION

PlACES ARE juST lIkE COMPANIES: ThOSE wITh A STRONG bRANd fINd IT MuCh EASIER TO SEll ThEIR PROduCTS ANd SERvICES ANd ATTRACT PEOPlE ANd INvESTMENT

Introduction

CITIES AS BRANDS: A PRESENTATION

bRANdING IS A TOOl ThAT CAN bE uSEd by CITIES TO dEfINE ThEMSElvES ANd ATTRACT POSITIvE ATTENTION IN ThE MIdST Of AN INTERNATIONAl INfORMATION GluT.

Introduction

CITIES AS BRANDS: A PRESENTATION

uNfORTuNATEly, ThERE IS ThE COMMON MISCONCEPTION ThAT bRANdING IS SIMPly A COMMuNICATIONS STRATEGy, A TAGlINE, vISuAl IdENTITy OR lOGO...

Introduction

CITIES AS BRANDS: A PRESENTATION

IT IS MuCh, MuCh MORE... IT IS A STRATEGIC PROCESS fOR dEvElOPING A lONG-TERM vISION fOR A PlACE ThAT IS RElEvANT ANd COMPEllING TO kEy AudIENCES.

Introduction

CITIES AS BRANDS: A PRESENTATION

ulTIMATEly, CITy bRANdING INfluENCES ANd ShAPES POSITIvE PERCEPTIONS Of ThAT CITy.

Introduction

CITIES AS BRANDS: A PRESENTATION

A CITy bRANdING PROjECT IS ANChOREd IN ThE COMMuNITyS SOCIETAl, POlITICAl ANd/OR ECONOMIC ObjECTIvES...

Introduction

CITIES AS BRANDS: A PRESENTATION

CITy bRANdING fOCuSES ON ~ ThE CITyS RElEvANT dIffERENCES wITh ITS COMPETITION ~ IdENTIfyING ThE CORE PROMISE ThAT IT MAkES TO kEy AudIENCES ~ dEvElOPING ANd CONSISTENTly COMMuNICATING ThE CORE, POSITIvE ATTRIbuTES Of ThE PlACE.

Introduction

CITIES AS BRANDS: A PRESENTATION

whEThER A CITy IS lOOkING TO REbuIld, ENhANCE OR REINvIGORATE ITS IMAGE, ThE fIRST STEP IS A COMPREhENSIvE bRANd STRATEGy

AAAA

THE IMPORTANCE OF PLACE BRANDING

The Importance of City branding

CITIES AS BRANDS: A PRESENTATION

A bRANd ClEAR, COMPEllING ANd uNIQuE IS ThE fOuNdATION ThAT hElPS TO MAkE A PlACE dESIRAblE AS A buSINESS lOCATION, vISITOR dESTINATION OR A PlACE TO CAll hOME.

The Importance of City branding

CITIES AS BRANDS: A PRESENTATION

dEvElOPMENT Of A bRANd STRATEGy fOR A CITy lEvERAGES ThE fEATuRES Of ThAT PlACE TO PROvIdE A RElEvANT ANd COMPEllING PROMISE TO A TARGET AudIENCE.

The Importance of City branding

CITIES AS BRANDS: A PRESENTATION

IT IS NOT A lOGO OR AN Ad CAMPAIGN OR A TAGlINE.

The Importance of City branding

CITIES AS BRANDS: A PRESENTATION

RAThER, ThE bRANdING STRATEGy IS A dEEPER, MORE EMOTIONAlly ShAREd vISION ThAT INfluENCES ACTIONS.

The Importance of City branding

CITIES AS BRANDS: A PRESENTATION

ThERE ARE MANy REASONS why IT IS CRITICAl fOR A PlACE TO hAvE A bRANd STRATEGy, buT ThE MOST COMMON IS TO STIMulATE ECONOMIC GROwTh.

The Importance of City branding

CITIES AS BRANDS: A PRESENTATION

ThATS bECAuSE A STRONG bRANd CAN... ShIfT ThE PERCEPTION Of A PlACE ThAT MAy bE SuffERING fROM A POOR IMAGE AMONG ExTERNAl ANd INTERNAl CONSTITuENTS.

The Importance of City branding

CITIES AS BRANDS: A PRESENTATION

ThATS bECAuSE A STRONG bRANd CAN... CREATE A COMMON vISION fOR ThE fuTuRE Of ThE COMMuNITy ANd ITS POTENTIAl

The Importance of City branding

CITIES AS BRANDS: A PRESENTATION

ThATS bECAuSE A STRONG bRANd CAN... PROvIdE A CONSISTENT REPRESENTATION Of ThE PlACE.

The Importance of City branding

CITIES AS BRANDS: A PRESENTATION

ThATS bECAuSE A STRONG bRANd CAN... ENhANCE ITS lOCAl, REGIONAl ANd/OR GlObAl AwARENESS ANd POSITION.

The Importance of City branding

CITIES AS BRANDS: A PRESENTATION

ThATS bECAuSE A STRONG bRANd CAN... ShEd uNfAvORAblE STEREOTyPES ASSOCIATEd wITh A PlACE ANd MAkE IT MORE APPEAlING.

AAAA

INITIATING A PLACE BRAND STRATEGY

Initiating a City brand Strategy

CITIES AS BRANDS: A PRESENTATION

dEvElOPING A bRANd STRATEGy fOR A COMMuNITy ShOuld NOT bE ThE TASk Of A SINGlE ORGANIzATION.

Initiating a City brand Strategy

CITIES AS BRANDS: A PRESENTATION

INCludING A vARIETy Of STAkEhOldERS ASSuRES ThAT MulTIPlE PERSPECTIvES ANd ISSuES ARE wEIGhEd ANd MAkES buy-IN ANd ExECuTION lESS COMPlICATEd.

Initiating a City brand Strategy

CITIES AS BRANDS: A PRESENTATION

whIlE A bRANdING PROjECT CAN bE INITIATEd by ANy ORGANIzATION, IT IS COMMON fOR IT TO bE SPONSOREd by ThE COMMuNITyS lEAd ECONOMIC dEvElOPMENT ORGANIzATION.

Initiating a City brand Strategy

CITIES AS BRANDS: A PRESENTATION

bASEd ON ThE PROjECTS ObjECTIvES, A vARIETy Of dIffERENT ORGANIzATIONS MAy bE INvOlvEd IN ThE bRANdING PROjECT.

Initiating a City brand Strategy

CITIES AS BRANDS: A PRESENTATION

If ThE ObjECTIvE IS ECONOMIC GROwTh, STRATEGIES MAy fOCuS ON GROwTh Of TAlENTEd RESIdENTS, buSINESSES OR SPECIfIC SECTORS, TOuRISM OR CONvENTIONS.

Initiating a City brand Strategy

CITIES AS BRANDS: A PRESENTATION

EACh REQuIRES GETTING ThE ATTENTION Of A dIffERENT COMMuNITy PARTNER. ThEREfORE, GETTING ThE RIGhT PEOPlE INvOlvEd ANd CONNECTEd STARTS wITh A ClEAR uNdERSTANdING Of whAT NEEdS TO bE ACCOMPlIShEd.

Initiating a City brand Strategy

CITIES AS BRANDS: A PRESENTATION

IT bEGINS wITh SOME bASIC QuESTIONS... whAT dOES ThE bRANd STRATEGy NEEd TO SOlvE?

Initiating a City brand Strategy

CITIES AS BRANDS: A PRESENTATION

IT bEGINS wITh SOME bASIC QuESTIONS... IS ThERE A CRITICAl buSINESS, CITIzEN OR POlITICAl ISSuE AT hANd ThAT IS TARNIShING ThE REPuTATION Of ThE PlACE?

Initiating a City brand Strategy

CITIES AS BRANDS: A PRESENTATION

IT bEGINS wITh SOME bASIC QuESTIONS... IS IT SIMPly AbOuT TAkING A MORE PROACTIvE STANCE TO INvIGORATE ThE PRESENCE Of ThE PlACE TO ATTRACT buSINESS?

Initiating a City brand Strategy

CITIES AS BRANDS: A PRESENTATION

ThE fOllOwING GROuPS wOuld bE ThE MOST lIkElIEST TO PARTICIPATE: ~ COuNCIl fOR ECONOMIC dEvElOPMENT ~ buSINESS lEAdERS ~ CIvIC lEAdERS ~ ElECTEd OffICIAlS ~ COMMuNITy REPRESENTATIvES ~ bOARd Of TOuRISM ~ lOCAl uNIvERSITIES ~ CulTuRAl OR hERITAGE INSTITuTIONS ~ lOCAl MEdIA ~ COMMITTEE fOR SPECIAl EvENTS

AAAA

EIGHTSTEPS TO DEVELOP A CITY BRAND

8 Steps to develop a City brand

CITIES AS BRANDS: A PRESENTATION

STEP 1: dEfINE ClEAR ObjECTIvES

8 Steps to develop a City brand

CITIES AS BRANDS: A PRESENTATION

STEP 2: uNdERSTANd ThE AudIENCES yOu ARE TRyING TO ATTRACT

8 Steps to develop a City brand

CITIES AS BRANDS: A PRESENTATION

STEP 3: IdENTIfy CuRRENT bRANd IMAGE Of ThE PlACE

8 Steps to develop a City brand

CITIES AS BRANDS: A PRESENTATION

STEP 4: SET ThE ASPIRATIONAl IdENTITy fOR ThE PlACE

8 Steps to develop a City brand

CITIES AS BRANDS: A PRESENTATION

STEP 5: dEvElOP ThE POSITIONING

8 Steps to develop a City brand

CITIES AS BRANDS: A PRESENTATION

STEP 6: CREATE vAluE PROPOSITIONS fOR PRIORITy TARGET SEGMENTS

8 Steps to develop a City brand

CITIES AS BRANDS: A PRESENTATION

STEP 7: ExECuTE ThE STRATEGy

8 Steps to develop a City brand

CITIES AS BRANDS: A PRESENTATION

STEP 8: MEASuRE SuCCESS

AAAA

CITIES AS BRANDS: A PRESENTATION

TEN GuIDING PRINCIPlES foR BRANDING A CITy

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

hAvE A PuRPOSE

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

CREdIbIlITy IS kEy

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

bE SPECIfIC

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

bE RESOuRCEful

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

GRASSROOTS dRIvE wORd Of MOuTh

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

MORE ThAN A TAGlINE

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

bEyONd wORdS

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

EMOTIONAl

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

IT TAkES TIME

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

MAkE IT CONSISTENT

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

ENSuRE STAkEhOldERS ARE INvOlvEd

10 Guiding Principles for branding a City

CITIES AS BRANDS: A PRESENTATION

kEEP STAkEhOldERS INfORMEd Of SuCCESS

PARTICIPATE MORE NOw IN MAkING yOuR CITy A bETTER PlACE TO lIvE, wORk ANd PlAy IN :)

ThANk yOu

REfERENCES: bRANd Abu dhAbI. I AMSTERdAM. EdINbuRGh: INSPIRING CAPITAl. bRANdING yOuR CITy. CEOS fOR CITIES. PROPhET CONSulTANCy.