City Brand Development:Creating an Added Value Destination …C ti Add d V l D ti tiCLIVE WOODGERSCG LONDONSCG LONDON
AgendaCreating Added Value …Creating Added Value • Branding Strategy g gy • Country Branding • City Branding i di • Case Study: Rublyovo‐Arkhangelskoye y y g y
SCG London ‐ Strategic Consulting GroupWho we are International Strategic branding and design consultancy consultancy. We work in the retail, financial,real estate sectors delivering best value … by creating
A Typical Brand Strategy: Competitive DifferentiationBranding Differentiated image and reputation development Differentiated image and reputation developmentBrand Strategy Define Vision g organisation Values management Ethos principles and Attributes aims BehaviourBrand Platforms Create a positive Place consistent brand y Physical experience Digital Communication People Processes & Products
Definition of Branding D fi iti f B dicreating a differentiated image and creating a differentiated image and reputation image – what you say about yourselfreputation what people say about you!reputation – what people say about you!
A Typical Brand StrategyVision … Values … AttributesVision … Values … AttributesCreate commercially attractive and inspirational vision and aims.Define positive differentiated values and attributes – team ethos.Achieve effective engagement of management, employees, tenants, users, stakeholders …Understand and manage external audiences and expectations –communities of interest, politicians, the media, vested interests …Integrate latest ethical, environmental and sustainability practices and policies.practices and policies
Branding is not a cosmetic packaging exercise – its about creating and defining a vision and creating and defining a vision and g g paims that will engage and inspire the target audience.
Any Brand StrategyThe Challenge –The Challengeachieving consistent brand experiences which hi i i t tb d i hi hcreate the desired perceptions with target audiences and users audiences and userscreating memorable and distinctive gcommunications, imagery, signatures, interactions, experiences across every potential ‘touchpoint’
Country Branding Aims• To create national pride, p confidence and patriotism• To attract investment• H l exports … Help t• Attract tourists …• Attract talent To achieve a positive national reputation – political, industry, tourism, agriculture …
Country ReputationReputation depends on:Management – government administration g gExport – products, servicesCulture – ethos, values l h lTourism – sites, venues, eventsInvestment – where, with who?People – b h iP l behaviour, attitudes ttit d
Country ReputationPost Crisis Reputation ChangeOld images – Western Europe vs. Eastern Europe g p pNow – Greece, Portugal, Ireland are in trouble …Challenge f ex S i SCh ll for Soviet States i d fi i their is defining h iidentityInternational opinion and negative clichés need tobe add essed addressed!
What are you known for?Everyone admires good things and ideas!Country of origin – “Made in Germany” …. “Made in China”To be known and admired you require the rightproducts, services, d ti ti d t i destinations and f iliti th t d facilities thatexternal and internal target audiences need andaspire to to.
Information Campaigns No amount of good advertising can fix problems advertising can fix problems by itself… Information campaigns must be ambitious… but truthful…. Manage expectations!
Ukraine Branding: Euro 2012 Large international events – excellent branding platform! BUT Branding is not a one‐time‐ effort… strategy, vision, attitudes, commitment, reputation, commitment reputationethos …. EVERYTHING COUNTS!
Brand Strategy for a CityChallenges The range and complexity of interests involved. The range and complexity of interests involved Stakeholders who are they? Stakeholders ‐ who are they? local/national government ‐ institutions, industry, companies, investors, tenants and vested interests, p corporate, cultural …..
Brand Strategy for a City Attributes p p people – products - services – events p – activities – culture – history – architecture – infrastructure – streets – landscape … what will attract and inspire external and internal audiences?
Brand Strategy for a CityChallengesAlignment! ‐ Teamwork“You need to give to get!” You need to give to get!Communication ‐ all brand messages about a place need to be coordinated to suit target audiences…Audiences – communicating the brand in action.The aim is to optimise the attractiveness and worth of Th i i t ti i th tt ti d th fplace assets to those who live, work and perform there –stakeholders, communities of interest, media, potential stakeholders communities of interest media potentialinvestors …
Creating a Place Brand Putting it on the map Putting it on the map iconic developments p building ‐ events – features g
Digital Challenge Everybody loves Amsterdam! I’m gonna miss you… g y I LOVE Amsterdam!
Successful Branding Strategies Music Tourism in U.K. Adds $1.4 Billion to Adds $1 4 Billion toEconomy Live music events across the country attract 7.7 million country attract 7 7 million attendances by domestic and overseas tourists, who collectively spend 1.4 billion pounds during their trips.