Decentralization of place brand communication

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Presentation for World Communication Forum Davos, Place Branding panel. 8 Feb 2013. More details on citybranding.ru

Decentralization of place brand communication

  1. 1. Decentralizationof place brand communicationVasily DubeykovskiyWCF Davos, 8 february 2013
  2. 2. Who are THE stakeholders of the brand? product corporation place
  3. 3. place stakeholders
  4. 4. comms controllability vs # of stakeholderscontrollabilityof COMMunications # OF stakeholders Product Corporation Place
  5. 5. types of communication By Paul Baran. On distributed communication, Memorandum RM-3420-PT prepared for UNITED STATE AIR FORCE PROJECT RAND. August 1964
  6. 6. Davos. centralized communication
  7. 7. Berlin. Decentralized communication
  8. 8. London. Decentralized communication
  9. 9. my refrigerator
  10. 10. my refrigerator: Berlin and London memoirs
  11. 11. question #1 who knows the song gangnam style?
  12. 12. question #2 who knows what is gangnam?
  13. 13. Gangnam distirctGangnam-gu is Seoul district with 527K inhabitants
  14. 14. GANGNam official commnnication http://global.gangnam.go.kr/globalIndex.do
  15. 15. psy “GAGNAM STYLE” statistics
  16. 16. PSY vs official communication VS
  17. 17. PSY vs official communication VS
  18. 18. leveraging the “gagnam style” equity. attempts
  19. 19. who is the owner of THE place brand?famous singer stakeholders or
  20. 20. place brand engagment by crowdsoursing http://youtu.be/LKm8PoYTXvw
  21. 21. third type of communication By Paul Baran. On distributed communication, Memorandum RM-3420-PT prepared for UNITED STATE AIR FORCE PROJECT RAND. August 1964
  22. 22. the future of place brand communication 1 Place brand is the idea that: - is relevant to the place identity - unites all inhabitants 2 Each stakeholder becomes a touch point for the place brand.
  23. 23. contacts vasily dubeykovskiy CEO at CityBranding, Moscow citybranding.ru/en v@citybranding.ru +7 (925) 011-02-54 vk.com/citybranding fb.com/brand4city twitter.com/brandcity citybranding.lj.ru youtube.com/citybrand

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