Decentralization of place brand communication
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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

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

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Decentralization of place brand communication Decentralization of place brand communication Presentation Transcript

  • Decentralizationof place brand communicationVasily DubeykovskiyWCF Davos, 8 february 2013
  • Who are THE stakeholders of the brand? product corporation place
  • place stakeholders
  • comms controllability vs # of stakeholderscontrollabilityof COMMunications # OF stakeholders Product Corporation Place
  • types of communication By Paul Baran. On distributed communication, Memorandum RM-3420-PT prepared for UNITED STATE AIR FORCE PROJECT RAND. August 1964
  • Davos. centralized communication
  • Berlin. Decentralized communication
  • London. Decentralized communication
  • my refrigerator
  • my refrigerator: Berlin and London memoirs
  • question #1 who knows the song gangnam style?
  • question #2 who knows what is gangnam?
  • Gangnam distirctGangnam-gu is Seoul district with 527K inhabitants
  • GANGNam official commnnication http://global.gangnam.go.kr/globalIndex.do
  • psy “GAGNAM STYLE” statistics
  • PSY vs official communication VS
  • PSY vs official communication VS
  • leveraging the “gagnam style” equity. attempts
  • who is the owner of THE place brand?famous singer stakeholders or
  • place brand engagment by crowdsoursing http://youtu.be/LKm8PoYTXvw
  • third type of communication By Paul Baran. On distributed communication, Memorandum RM-3420-PT prepared for UNITED STATE AIR FORCE PROJECT RAND. August 1964
  • 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.
  • 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