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Rebranding Athens: The ABC and Agora Project.
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Rebranding Athens: The ABC and Agora Project.


The ABC and Agora Project is SmartCitiesTeam's value proposition for Athens Rebranding. Get on board! …

The ABC and Agora Project is SmartCitiesTeam's value proposition for Athens Rebranding. Get on board!

Athens CoCreation Branding Project
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab

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  • 1. What do YOU thinkabout Athens?
  • 2. Athens is here.
  • 3. Athens is much much more than Acropolis.It has shown great initiatives at sectors concerningSmart cities, sustainable cities, start-ups andentrepreneurship.BUT the city branding up until now has been fragmental andoccasional.Well, we plan on changing that…
  • 4. Main Identity ProblemMain Identity ProblemIn the shadow of Acropolis…In the shadow of Acropolis………things got stuckthings got stuck……Well, that’s not exactly true…Well, that’s not exactly true…
  • 5. Let’s just connect the pieces of theLet’s just connect the pieces of thepuzzle and see a different image emerge.puzzle and see a different image emerge.
  • 6. What’s interesting now?Art on the road…FestivalsSocial start upsSynergies & Private Initiatives…Redevelopment ProjectsStart ups and entrepreneurshipRe-launching Athens
  • 7. So…Connecting the dotsor just unwinding thetangle we will try tocreate a differentstorytelling based onfacts concerningAthens…
  • 8. Let’s invert the stereotype!
  • 9. projectAthensBrandCreation
  • 10. What are the ingredients?
  • 11. Actors & RolesStakeholdersidentified andengaged
  • 12. Who are the stakeholders?
  • 13. Who are the stakeholders(2)? Local authorities […] Central government Organizations with key competencies &activities (e.g. in urban planning, transports) Higher education / Research institutions Tourism sector […] Business world Local people
  • 14. Partnership formedand effectively run
  • 15. …key stakeholders join forcesand share leadership,responsibility and resources
  • 16. …open tonewmembers
  • 17. No exceptions!
  • 18. Who shapes/creates theAthens brand?This is clearly a collaborative work. Allstakeholders must be involved and givenequal opportunities to contribute…No single person or organization cannotand must not shape and implement thebranding of the city.This will be a failure by definition.
  • 19. Who manages theAthens brand?Brand managementorganization
  • 20. STEP 1.Invitation to key stakeholders
  • 21. To Whom?1. Bottom Up: Communities havingalready shown proof of engagementand have developed relevant “know-how” (Social and entrepreneurshipstart ups, Citizens’ Initiatives andmore)2. Top Down: InstitutionalStakeholders (Municipality)
  • 22. Step 2.Workshop with interested parties->Presentation of value propositionStep 3.(One month’s period)Second workshop  engagementOutcome: RoadmapStep 4.(Six months period)Testing MVP -> action planPartnershipManagement Organization
  • 23. Tools & MethodsLean start upmethodologyall the way!
  • 24. Lean Start-up method The ABC projectas a Minimum Viable Product …(a.k.a. pilot project)the most efficient, minimum product or servicethat can be developed to test a hypothesisabout how users will interact with it ... also the core actions of the projectshould be tested as MVPs…
  • 25. Tasks
  • 26. Up to
  • 27. Surveying the groundAssessing the brandstatus quo[Assets / Liabilities, bothinwards & outwards, both real& perception-related]
  • 28. DefiningtheVISION
  • 29. … How dowe wantAthens to belike in XXyears fromnow?ShapingTheidentity
  • 30. Plotting the strategyWhat experience of the city we wantour audiences to have?
  • 31. Ongoingprocedures…
  • 32. TakingspecificactionsMakingspecificchoices
  • 33. Passing the message andmobilizing…
  • 34. and keeping on trackMonitoring
  • 35. Assuring commitment
  • 36. EvaluatingresultsandAdjusting…
  • 37. …all over again!
  • 38. Still, we have a “seed”proposition to get thingsstarted…What is it made of?
  • 39. The “seed” proposition
  • 40. VisionStorytellingthrough IdentityCourses of action
  • 41. Vision
  • 42. Human-centeredAthens as a major economic, social andcultural hub in the South-East Europe /Mediterranean regionInternational profileInnovative and creativeOffering a rich, high-quality experience toboth its inhabitants and visitors
  • 43. Storytelling
  • 44. IdentityThe identity mustwork both ways,inwards andoutwards. It mustbe able both toinspire localsand to attractforeigners fortourism andbusiness.
  • 45. Athens has a strong past. Stereotypes should beavoided, still this asset is real and differentiatesAthens in the global context. What needs to bedone is to include those elements of the past thatseem particularly relevant today.
  • 46. Athens has a rather bad name right now, inmore ways than one. The crisis yearsbrought an unprecedent amount of globalexposure, unfortunately mostly negative.
  • 47. Athens should not deny this, should not pretend itdidn’t happen. What needs to be done is to includethose elements of today (or of the immediatefuture) that indicate a clear will to change andmove on.
  • 48. There is a strong need to fosterself-confidence and some sense ofpride among locals
  • 49. An open society thatcalls for creativity andinnovation
  • 50. Empowering public spaceEmpowering people Citizens informed Citizens in dialogue Citizens forming communities Citizens in actionLocals will be empowered to be involved andparticipate in real and concrete ways.YOU are one of them!
  • 51. e-engagement ‘the use of ICT by the public sector to improve,enhance and expand the engagement of thepublic in policy-making processes’ the methodology selected should optimise fourfactors: issue, audience, technology andtimeframe need for co-ordinated action acrossorganisations, jurisdictions and between publicand private sectors engagement as the creation of public value shaping the public ‘narrative’ around programsof action“public managers” as “value creators”
  • 52. Information AgeDemocracy A dynamic and interactive environment citizen participation in policy developmentthrough cyberspace is changing the faceof democracy e-consultation: to get people’s thoughtson an issue when a project or a policyis being developed or implemented
  • 54. ‘Investing’ in social capital Social capital means that there is value incommunity. It is developed through socialinclusion and capacity building at the locallevel. Our value proposition focuses clearly onthe social capital, both in terms of shapingand communicating the city’s identity andof planning and sustaining core actionprograms.
  • 55. Social Capital: a key concept Social capital is associated with socialnetworks, and therefore has a strongrelationship to networking technologies While the underlying technology servesas a facilitator for collective action andbenefit, the participation of members andthe relationship between members servesas the primary generator of value
  • 56. Courses of action underlean start up methodology
  • 57. Planning
  • 58. Testing
  • 59. Implementing
  • 60. Evaluating
  • 61. What?
  • 62. YOU have a problem?YOU solve it.EVERYONE will assist!
  • 63. www.agora-athens.grAgora: the public space for theexchange of both goods andviews.
  • 64. A new digital public space toshare information and ideasand promote collaborativeactionA digital platform that facesthe challenge of total engagingof every citizen/stakeholder toreconstruct his city!
  • 65. Agora will be yourfacilitator.Get connected!
  • 66. www.agora-athens.gr A platform for e-engagement A public space to share information andideas and promote collaborative action A toolkit responding to relevant needs:< I need some info on … / to know what’s goingon with … >< I have something to say / a plan … what doyou think? >< I have an idea / proposal … let’s dosomething with it >< I want to help / be part of this … >
  • 67. The platform / The tools Facilitation: a key conceptAn integrating environment is needed… to sustain an ecosystem … The [physical or digital space] platformfor engagement must be designedaround real people’s needs, wants, andlimitations(human-centered design …) A framework that provides guidance andvalidation to support the implementationof usability and sustainability principles
  • 68. ...because this time our platformconcerns every citizen in Athens!It is a win-win deal…
  • 69. When?
  • 70. Where?
  • 71. Who?co-decision-making>co-creation>‘ownership’
  • 72. Based on thepast werebuilt thefuture.Democraticproceduresare here, wejust changethe way.How?
  • 73. The Toolkit -End-user functions searching / browsing contributing / generating content collaborative editing / tagging personalizing / managing communities discussing / commenting / providing feedback /suggesting / evaluating voting / polling managing projects finding help
  • 74. The Toolkit -Software Database management Data mining Metadata mapping Web Content Management System Cross-platform publishing
  • 75. Computer-SupportedCooperative Work (CSCW) understanding of the way people work ingroups with the enabling technologies ofcomputer networking, and associatedhardware, software, services andtechniques
  • 76. Collaborative softwareor Groupware to help people involved in a common taskachieve goals understanding human interactions isnecessary to ensure that appropriatetechnologies are employed to meetinteraction needs
  • 77. The consultation continuum[Clarkson, Beverley and Rigon, Joanne 1998, Consultation Practices: DepartmentalOverview, Department of Indian Affairs and Northern Development, Ottawa]
  • 78. People have voicesLet’s hear their ideas!!
  • 79. Co-creation:Agora lab partners Information Systems Laboratory of theUniversity of the Aegean Decision Support Systems Laboratory ofNational Technical University of Athens Freeware / Open Source SoftwareCommunity Institute for Language & SpeechProcessing
  • 80. [Starting-up] Labs ABC Lab Agora labsbuilding on the experience acquired throughprevious efforts with similar characteristicsbrainstorming > drafting > evaluating
  • 81. The Labs physical: open workshops digital: networking platform Open calls (thematic) submitting ideas and suggestionspublishing on the platform – evaluatingmoderated outcome presented in apublic event
  • 82. CommunicationCampaign
  • 83. Slogansunderlean start upmethodology
  • 84. AthensNet-work in progress
  • 85. ATHENS
  • 86. ATHENS…please
  • 87. Athens.Let’s solvetheriddleAthensAthensAAthnsnststhhht
  • 88. ATHENS
  • 89. Athens…please touch!
  • 90. Athens
  • 91. Athens
  • 92. Athens (re)mix
  • 93. Athens(Re)mix
  • 94. Athens (re)mix
  • 96. AthensRevisited
  • 97. ResourcesSkills (stakeholders)Funds (EU funds, corporatesocial responsibility, private funds)Structures (City of Athens)
  • 98. Three years from now…Broad PartnershipAgora as the main hub for actionThe new image of Athens emerges
  • 99. Thank you for your attention!
  • 100. TheSmartCityTeam:T. Androutsopouloshttp://www.linkedin.com/pub/theodore-androutsopoulos/16/469D. Giannibasdgiannibas@gmail.comV. Kasvikivkasviki1@gmail.comK. Kentrou@kentroukEl. Michalakihttp://www.linkedin.com/pub/eleni-michalaki/23/644/75a
  • 101. PANTEION UNIVERSITY OF SOCIAL ANDPOLITICAL SCIENCESDepartment of Communication, Media and CultureMA in Cultural ManagementCourse: Cultural Marketing and CommunicationCourse Instructor: Betty Tsakarestou, AssistantProfessor and Head of Advertising and PublicRelations LabAthensCoCreation BrandingProjectAthens, June 2013