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2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
2010 02 Lyon
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2010 02 Lyon

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the why & how about Destination Branding & Tribal Marketing to the audience of EUROCITIES

the why & how about Destination Branding & Tribal Marketing to the audience of EUROCITIES

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Transcript

  • 1. Lyon - février 2010 Urban Identity Pr. andré vrydagh
  • 2. image radio web 2.0 TV newspages magazines identity
  • 3. values sciences sustainable green historical figures lifestyle sports identity
  • 4. experiences schools shopping services mobility events gardens bikers night life gastronomy identity
  • 5. <ul><li>with so much </li></ul><ul><li>of too much … </li></ul><ul><li>how to build your </li></ul>identity urban identity ?
  • 6. Urban Places <ul><li>identity </li></ul><ul><li>attractiveness </li></ul><ul><li>branding </li></ul>3 steps need a new language
  • 7. 1. identity
  • 8. building identity   identity roots sense emotions
  • 9. how ? <ul><li>books & media </li></ul><ul><li>group discussions / thematics </li></ul><ul><li>interviews / key personalities </li></ul><ul><li>blogs / residents </li></ul>identity hearing !
  • 10. <ul><li>visuel </li></ul><ul><li>psychologique </li></ul><ul><li>symbolique </li></ul>1st step = roots what kind of Place ? identity
  • 11. 2nd step = sense what makes the Place different ? identity
  • 12. 3rd step = emotions how does the Place make me feel ? identity
  • 13. 2. attractiveness
  • 14. building attractiveness   identity +points language
  • 15. how ? <ul><li>identity choice </li></ul><ul><li>sectorial partnership </li></ul><ul><li>competitive advantages </li></ul>identity teaming !
  • 16. 1st choice : from identity to personality <ul><li>people </li></ul><ul><li>in the air </li></ul><ul><li>icons </li></ul>attractiveness
  • 17. 2 nd choice : from identity to +points <ul><li>mobility </li></ul><ul><li>climate </li></ul><ul><li>services </li></ul>attractiveness
  • 18. 3rd choice : from identity to language investors cultural freaks gourmets congress hitec attractiveness
  • 19. 3. branding
  • 20. building branding   identity attractiveness branding
  • 21. how ? <ul><li>roots </li></ul><ul><li>stories </li></ul><ul><li>colours </li></ul>identity focussing !
  • 22. your Village European because you will want to be part of this happy city because this small green city has a world reputation    because association with Europe makes life difficult for competitors branding Brussels,
  • 23. <ul><li>1. urban identity </li></ul><ul><li>2. Place attractiveness </li></ul><ul><li>3. branding </li></ul>
  • 24. <ul><li>attractiveness - CEO </li></ul><ul><li>public </li></ul>Place new language 
  • 25. <ul><li>USE - managers </li></ul><ul><li>public/private teams </li></ul>city new organisation 
  • 26. roots
  • 27. <ul><li>my European Village </li></ul><ul><li>my world city </li></ul><ul><li>cools </li></ul>stories
  • 28. colour scheme
  • 29. yestertay postcards discount noise  
  • 30. tomorow jobs urban identity melody  
  • 31. andre@andrebranding.eu www.andrebranding.eu www.linkedin.com/in/andrebranding

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