City Brand Development

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Creating an Added Value Destination …

City Brand Development

  1. 1. City Brand Development:Creating an Added Value Destination …C ti Add d V l D ti tiCLIVE WOODGERSCG LONDONSCG LONDON
  2. 2. AgendaCreating  Added Value …Creating Added Value • Branding Strategy g gy • Country Branding • City Branding i di • Case Study: Rublyovo‐Arkhangelskoye y y g y
  3. 3. 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
  4. 4. Our Clients
  5. 5. Our Clients – Retailers
  6. 6. Our Clients ‐ Banks
  7. 7. Our Clients ‐ Business Centres
  8. 8. Our Clients ‐ Shopping Centres
  9. 9. Our Clients ‐ City Developments
  10. 10. 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
  11. 11. 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!
  12. 12. 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
  13. 13. 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.
  14. 14. 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’
  15. 15. 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 …
  16. 16. 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
  17. 17. 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!
  18. 18. 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.
  19. 19. 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!
  20. 20. Ukraine Branding: Euro 2012
  21. 21. 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!
  22. 22. Ukraine Branding: New Strategy
  23. 23. Ukraine Branding: New Strategy
  24. 24. Ukraine Branding: New Strategy
  25. 25. Ukraine Branding: New Strategy
  26. 26. Ukraine Branding p pros cons comments…
  27. 27. City Branding
  28. 28. 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 …..
  29. 29. 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?
  30. 30. 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 …
  31. 31. Creating a Place Brand Putting it on the map  Putting it on the map iconic developments p building  ‐ events – features g
  32. 32. City Logo Designs
  33. 33. City Logo Designs
  34. 34. Evolving Identity
  35. 35. Evolving Identity
  36. 36. Chicago Civic Iconography “the city and its citizens have  embraced the flag imagery  to infuse into the design of  other objects, and even  j , sometimes themselves” from www.urbanophile.com
  37. 37. Copenhagen Brand Strategy
  38. 38. Copenhagen Brand Strategy
  39. 39. Copenhagen Brand Strategy
  40. 40. Copenhagen Brand Strategy
  41. 41. Iconic Images of London Trafalgar Square London Bridge
  42. 42. Iconic Images of London Taxi Double‐decker
  43. 43. Iconic Images of London Parliament Big Ben
  44. 44. Iconic Images of London Everyday life images have the strongest association
  45. 45. London Destination Sub‐Brands
  46. 46. London Destination Sub‐Brands
  47. 47. London Destination Sub‐Brands
  48. 48. City Brand & Media Strategy
  49. 49. City Brand & Media Strategy
  50. 50. City Brand & Media Strategy
  51. 51. City Brand & Media Strategy
  52. 52. Digital Challenge Everybody loves Amsterdam! I’m gonna miss you… g y I LOVE Amsterdam!
  53. 53. 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.
  54. 54. Case Study: Rublevo‐Arkhangelskoe
  55. 55. Rublevo‐Arkhangelskoe: Initial Concept
  56. 56. Developer Identity
  57. 57. Developer Identity
  58. 58. Developer Identity
  59. 59. Developer Brand
  60. 60. Naming, associations, messages
  61. 61. Naming, associations, messages
  62. 62. Naming, associations, messages
  63. 63. City Logo Proposals
  64. 64. City Logo Proposals
  65. 65. City Logo Proposals
  66. 66. City Brand Identity ‐ Recommended Route
  67. 67. City Brand Identity ‐ Recommended Route
  68. 68. City Brand Identity ‐ Recommended Route
  69. 69. City Brand: Elements and Ethos
  70. 70. City/Developer Identity – Integrated Symbols
  71. 71. City Brand Strategy
  72. 72. City Brand Vision
  73. 73. City Brand Elements
  74. 74. City Brand Elements
  75. 75. City Brand Audiences
  76. 76. City Brand Audiences
  77. 77. City Brand: Themes, Imagery, Messaging
  78. 78. City Brand: Themes, Imagery, Messaging
  79. 79. City Brand: Themes, Imagery, Messaging
  80. 80. City Brand: Themes, Imagery, Messaging
  81. 81. City Brand: Themes, Imagery, Messaging
  82. 82. City Brand: Themes, Imagery, Messaging
  83. 83. City Brand: Themes, Imagery, Messaging
  84. 84. City Brand: Website
  85. 85. City Brand: Website
  86. 86. City Brand: Website
  87. 87. City Brand: Website
  88. 88. City Brand: Website
  89. 89. City Brand: Website
  90. 90. City Brand: Website
  91. 91. City Brand: Website
  92. 92. City Brand: Website
  93. 93. City Brand: Website
  94. 94. City Brand: Website
  95. 95. Identity ElementsCreating an IconCreating an Icon
  96. 96. Identity Elements
  97. 97. Identity Elements
  98. 98. Identity Elements
  99. 99. Identity Elements
  100. 100. Identity Elements
  101. 101. Identity Elements
  102. 102. Identity Elements
  103. 103. Identity Elements
  104. 104. City Brand: Marketing Applications
  105. 105. City Brand: MIPIM Stands 
  106. 106. City Brand: Marketing Applications
  107. 107. City Brand: Marketing Applications
  108. 108. City Brand: Marketing Applications
  109. 109. Vision of a Future City
  110. 110. Дякую за увагу!Д !

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