Your SlideShare is downloading. ×
0
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
DNA PlacePrint Toronto
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

DNA PlacePrint Toronto

660

Published on

Published in: Business, Career
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
660
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. What can we say to make Toronto famous? What can we do to makeGlobal or Intentionally Global Toronto relevant? ………………………………………..Does Toronto add a unique and organicdimension to the global city An audacious and forward looking guide to the creative- strategic development of aconcept? competitive identity for the city ……………………………….......... Recommendations from Torontonians 1 September 2010
  • 2. Executive SummaryAccording to our research, the reputation of Toronto global city which also feels like a real globalis really only firing on one cylinder. The inconvenient community at the same time. Our established andfact is that this remarkable cities image is blurred, potent diversity has given birth to a new breed oflacks relevance, and as well as character which fails Torontonians who have organically been socialized asto resonate globally. Not to mention the cities self inter-culturally competent and intrinsically globalconcept has been steadily deteriorating due to citizens. Unlike other global cities, Toronto is bettervarious distasteful events in the past year. rounded and truly signifies that it means a lot moreFurthermore; Toronto’s overall image is intimately to being a global city besides economic integration. Atied to the outdated and bland image of Canada; compact expression to guide meaningful actions tohence, we entertain the thought that Toronto must strengthen this critical truth is “Genuinely/aim to become a bigger brand than Canada to resolve Intentionally Global”. The unique outcome of ourthis issue, similar to how Paris is a bigger brand than diversity is what truly puts Toronto in a class of itsFrance or Amsterdam is to the Netherlands. own, not the diversity itself.Toronto is obsessed with its own multi-ethnic mosaic Young Torontonians especially feel and seeand the cosmopolitan credibility it signifies. Little do themselves as genuine global citizens and itswe know that we are obsessively promoting an beginning to grow as their overall identity. Theyunacknowledged and vague attribute of diversity naturally own it. Now that we have recognized thisperceived of little value in the minds of foreign emerging phenomenon, it is up to us to furtheraudiences. The story of Toronto urgently needs to nourish and cultivate and accelerate it through a flowadvance relevantly. We have teased out a budding of “on brand” symbolic actions. We can’t afford toreality of Toronto in which we believe is where just say that we are a “genuinely global city”; butToronto’s true genius lies. Although there are many rather we have to deliberately prove it to the world.other global cities in the world, Toronto is a unique A reputation can only be earned. 2
  • 3. Table of ContentWhy a competitive identity for Toronto? pg.4Previous failed attempt pg.5Project description pg.6What is Toronto? pg.7“Torontoness of Toronto” pg.8 AnalysisPerceptions pg.9“Canada effect” pg.11Has diversity/multiculturalism become lame? pg.13Intercultural city pg.17Toronto’s unique creativity and global actions pg18Toronto’s unique ‘globalness’ pg.21Impending Brand Promise=Intentionally Global pg.22 Toronto’s evolving essenceDebunk diversity please pg.24Stakeholder involvement pg.29Conclusion pg.30Conversation starters/actionable ideas pg.32 Not mandatory to read: Some of many actionable ideas that exemplify the brand.Appendices pg.49 3
  • 4. Why a competitive identity for Toronto? Entices the city to entertain the big thought of what’s the highest and best it can be. Boosts economic prosperity. (Attracts more tourism, investment, talented immigrants, world events, etc). Aims to cultivate a productive and positive psychology for the entire city. Strong brands make it easier for people to make decisions, and makes it easier for the city to project international influence. Strong brands create powerful images in people’s minds. Strong brands enable for effective marketing. It helps form partnerships of the various stakeholders within the city in order to collaborate and align marketing strategies and communication programs.Place branding has the positive effect of bringing together various stakeholders and working out a unified pitchfor the world. Another great side effect of branding is that it’s also geared to deal with emotional issues and itcan be used right now as a timely and potent subscription to the cities worsening self concept due to poormanagement at city hall, constant union strikes, weak transportation system, G20 drama, the recession, poorperforming sport teams, and so forth. If Toronto integrates a cohesive, creative and appropriately courageousimage strategy with its other programmes and policies, we believe Toronto can attain a stronger brand, in theglobal context sooner rather than much later. Toronto’s current situation makes branding activity more urgentlyrequired, not less.Please bear in mind: Place branding is not the same as commercial product branding. A city is tenfold morecomplex and dynamic than any product or company. A story or reputation can only be earned, not constructed.“Branding is about how we do things, why we do them, and how we act. It’s not just about a logo.”-Wolf Olins. Inplace branding, on brand “symbolic actions” as Simon Anholt calls it; speak louder than any logos, taglines, orcommunication campaigns in order to strengthen the image of a place in people’s minds on the world stage. Weshouldn’t think of what to say next, but rather what to do next to make Toronto’s story clearer, stronger andtruer. 4
  • 5. Let’s take a gander at a previous failed attempt by the city…In 2004- Toronto Tourism, the City of Toronto, the Ontario Ministry of Tourism and Recreation and the CitySummit Alliance partnered on the Toronto Branding Project with the goal to create a shared Toronto brand thatwould communicate Toronto’s strong, unique, dynamic identity to the world. Brand Architecture, a New York firmwas in charge of the project. Great research wasconducted for the project and the promise that Torontounlimited promised was “Realize your dreams in a cityof unlimited possibilities”. After the launch of the brandin 2005, the brand was not well received and failed totake off. Needless to say, other than the useful research that came out of the project, it was a waste of money ($4million), because now the brand is buried and not being used by any organization. The main reasons wediscovered of why the brand failed are: The research and effort primarily focused on the tourism market and did not have a memorable or relevant meaning to local or international business interests. Focused on logo and tagline, not substance (logos, taglines, or campaigns don’t help to improve perceptions or build identity. Didn’t advance the story (by the way what does unlimited mean? Unlimited call plans, unlimited texting...?) Viewed the place branding approach the same as commercial product branding which is very different. 5
  • 6. City of Toronto Project Description4500 local survey responses230+ in-depth interviews A great deal of inquiry, considerations, and thought went into formulating this report. The process to build the strategic competitive identity was a creative and highlyand roundtable discussions inclusive one, public involvement and capitalization on feedback validated that the ideas14 focus groups conducted developed were not myopic.in Canada, USA, and UK Toronto is a very complex city with unique circumstances; therefore, an originalOur own research strategy was formulated, customized to its own unique situation and environment. We100+ opinion leader took the challenge to develop a single brand that would resonate with various target markets (tourism, investment attraction, business, talented immigrants, and so forth).interviews (A rundown of Although it’s a daunting process, we were confident that we would be able to identifythe people we met and the where Toronto’s real genius lays, its unique abilities and potential that really puts the citypublications we examined in a class of its own. We firmly believed that if we looked hard enough, we will findduring the course of things something that is uniquely ours, and inherently competitive. We knew from our research what various target audiences were looking for, both inis given in the appendices). a travel destination, a place to invest and do business, and as well live in.Social media-Facebook What we needed was an authentic and compelling positioning, one that we could all agreewhere hundreds of opinions on and be supportive of. The ideas and strategies in this report were shaped through awere posted wide array of research that we had done and as well capitalized on the abundant research Exploration of Toronto which Carl Knipfel at city of Toronto was kind enough to lend us. We then synthesized and extracted useful insights from both the tangible and(ethnography), thoroughly intangible data we collected and last but not least, used our imagination, creativity, andbrowsed through various logic to develop an analysis and actionable recommendations that if taken, seem likely totouch points (writing, us to bring the most ideal development of Torontos competitive image on a global scale.videos, reports, websites, This report is meant to be open ended, and will be continuously updated. Please send any feedback, opinions or requests for a meeting to further discuss the report atbrochures, etc) of Toronto. brandtoronto@gmail.com or 416 893-2170. With gratitude and respect, Jyoti Singh www.jtsingh.com 6
  • 7. So briefly what is Toronto…? Linguistically, the word Toronto originated as the Mohawk phrase tkaronto and meant “where there are trees standing in the water” The most common meaning for Toronto given in current references is “place of meeting”, derived from the Huron people. Toronto is a relatively a young city, but it has rapidly become the economic capital of Canada.“Torontonians live in a city where the beginning An article in Spacing Magazine described Toronto as anis forgotten and the end is unknown, and intersection of everything: ofso whatever happens can only surprise and surpass. architecture “cute Victorian next to glass high rises”, ofTremendous historic events do not resonate in its cement, people “Polish living next to Tamil next to Vietnamese nextglass, and brick. The city was not built upon sturdy to Persian”, of classes “Saabs and rooming houses on thefounding mythologies, and only historians and enthusiasts same block”, and even of flora “Southern coniferous andknow the names on its street signs, who designed the CN northern deciduous forests meet here too”.Tower, what the aboriginal word ‘Toronto’ means, or whatany of the mysterious little discovery Walk signs that dotthe city might refer to…Eric Rutherford Utopia After Jane Jocobs completed her definitive autopsy of the modern Toronto, with a self-consciousness and earnestness less common in more settled places, city, The Death and Life of Greathad decided to seize on this fact of post modern life to make itself something half- American Cities, in New York, it wasimagined. Paris and London and New York were all highly international, too, of course, Toronto that she decamped, to trybut all of them, in their different ways, were too old, too amorphous, or too preoccupied to make her theories live (the localwith other matters to adjust very much to their latest immigrants; Toronto, by contrast, government encouraging her in herwith less to lose and a less sharply defined sense of itself, had embarked upon a efforts to devise a downtownmulticultural experiment with itself a guinea pig. Pico Iyer- The Global of diversity in which hasSoul 7 allowed our downtown to be a beautiful community feel.
  • 8. “Torontoness” of Toronto? When it comes to Toronto’s overall image, it’s key to understand that the soft factors of the city are usuallynot so soft. Our approach firmly bears in mind that a ‘sense of place’ of Toronto and a sense of the mentality ofTorontonians are imperative economic and social assets, and they are every bit as captivating as the cities (forinstance) low tax rates or infrastructure and every bit as important to making commercial decisions. This is evenmore so important since Toronto isn’t a dominant leader in any sectors on a global scale and also rankssurprisingly low in innovation. Currently there isn’t much sense of “Torontoness.” It is unknown and it’s just not clear on what it is? As aresult Torontonians are not good at being Torontonians. This may sound a little silly, but it has profound identityand marketing ramifications. Therefore it is our top priority to discovering and characterizing the bestTorontoness of Toronto and making it legible, because we believe besides already being competitive in the hardfactors, Toronto potentially can be most competitive in, where no competition in the world can beat us, is inpurely being Torontonian. Another way of thinking about this is to ask the question: if Toronto is aningredient, what does it add to the mix or what are the flavours of Torontoness? For example if you don’t know what eggplant taste like, you’ll never exclaim, “Wow! I love this soup! It’s full of eggplant!”, if you can’t identify Torontoness, your ability to appreciate or value it will be impaired. It’s critical that we characterize and strengthen the nature of Toronto as a whole because whether you are selling Toronto tourism, business, investment opportunities, real estate, or even Torontonian art, you are selling, in large part, the same Toronto overall. “Those who deny the importance of 8 soft power are like people who do not understand the power of seduction”-
  • 9. Perception of Toronto? Research reveals that Toronto’s image on the world stage is blurred. It lacks the dimension and clarity of iconic cities such as Paris, New York or London, or even the singular clarity of a place like Las Vegas. Absent a rich “storyline”, Toronto is perceived as simply another North American (Canadian) city among outsiders, and a large and impersonal metropolis among Canadians. To our only neighbour, the Americans; we are perceived as part of ‘The Great White North’ viewed as comparable toAmerican Midwest cities, but not on par culturally with LA, NYC, or Chicago. Image of Toronto is driven by the image ofCanada, i.e. nature and outdoors.To Canadians, Toronto is viewed as the “Big Smoke” or gateway to nature. Politically, (the centre of the universe), it is alsowell known that Toronto is not a well liked city across Canada, especially in Montreal and Vancouver. The cause of thisdislike varies. Overall, Toronto is viewed as an urban and cultural Mecca, but inferior in terms of outdoor activitiesamongst Canadians.To Torontonians, its mixed reactions. It seems as though many love Toronto to pieces, but many also have a love-haterelationship with city which needs to change. 9
  • 10. “Toronto is yet to establish a clear and unique story”… “People do not have a lot of specific knowledge and associations with the city and “Toronto” doesn’t conjure many meaningful images.” “Toronto is an undemonstrative, unassuming city unsure of how to represent itself, with no identifiable brand of metropolitanism”-Eric Rutherford“Toronto is unfolding before us, unfinished and full of possibility”- OpenCity Projects“There are many obvious signs in Toronto indicating this city is constantly trying tobe like some kind of a mini New York (SOHO, Yorkville, Dundas Square, etc) Insteadof constantly being a follower, Toronto should aim to become a unique and originalcity that other world cities want to stalk or follow.” 10
  • 11. “The Canada Effect” (Toronto’s image is intimately tied to that of the country)In the eyes of the world, Canadas images remains largely what it was a century ago, namely, a resource economy.According to a study of Canadas international brand undertaken in 2000, contemporary elements –dynamism, innovation,technology, tolerance, competiveness, and multiculturalism-were conspicuously absent. Although Canada had a high“likability” factor around the world and positive values were attributed to theCanadian brand (“best place to live,” “tolerant,” “welcoming”), it had little presence,and few foreign audiences had any up to date knowledge about the country. A federalgovernment review of all public opinion research on how Canada was perceived abroadconcluded that Canada suffered from a chronic lack of profile, was regarded as a pastplayer in world affairs, had solid though unspectacular products, had boring touristattractions, and was not a top of mind destination for foreign investment.The Globe and Mails Geoffrey York, writing in 2005 about Canadas image in Chinaconcluded that many Chinese believe that Canada is too sleepy and dull-a good place tolive in retirement, but not a vibrant place to build wealth. Also an international pollconducted in 1997 by the Angus Reid research organization found that less than 1% ofGermans and Japanese associated Canada with telecommunications or othertechnologically based products, while more than 50% associated Canada with lumber,pulp, paper and food. Furthermore, the CTC (Canadian Tourism Commission) marketresearch indicates that the images most often associated with Canada are “cold,pristine, and natural”Since tourism is frequently the loudest voice in communicating the country, this can over the years, have the effect ofdrowning out the economic, political, industrial and even cultural voices. This is precisely the reason why Canada’snation brand is full of outdated associations which conflicts with other up-to-date elements. Canadian Tourism needs to 11
  • 12. understand that from the point of view of a busy consumer halfway across the world, the natural advantages of Canadaare of little interest, and seldom add up to anything that could be described as a coherent or powerful brand. A moreeffective partnership with Tourism Toronto and CTC is urgently required to address this issue because there is nothing inurban Toronto that pertains to mountains, canoes, beavers or moose.Research suggest that Torontos image is intimately tied to Canadas; therefore, this is causing Toronto’s image to remainweak in terms of not being perceived as a dynamic, global, and knowledge economy city. We call this the “Canada effect”Although Canada has recently received positive attention on its strong banking system in the world, Canada has alsoreceived a great deal of negative international media attention for seal hunting and tar sand oil. Canada has simply notdone enough in successful terms to promote itself as a modern and dynamic nation on the world stage which in turn isprojected on to Canadian cities and organizations. An interview with Joe Martin, of Rotman School of Management, toldus that when he had to attract business to Canada, he found that just mentioning Toronto sealed the deal, but if hementioned Canada, it was a lot harder, so he learned to separate Toronto from Canada to get better results whenevernecessary.By and large:We propose that Toronto must aim to become a BIGGER brand than Canada, forexample, Paris is actually a bigger brand than its country, France or Amsterdamis bigger than the Netherlands. When people think about Canada, the firstimages that should come in mind are the dynamic global cities which areVancouver, Montreal, and especially Toronto, rather than the mountains, arctic,or a moose. Toronto needs to at times separate itself from Canadas image,because “the Canada effect” certainly isn’t helping much for Toronto’s globalreputation. 12
  • 13. So… what’s the deal with all this diversity, multiculturalism and mosaic talk alwaysgoing on in this city…?Nearly half (47%) of Torontonians were born outside Canadaborder. While only Dubai and Miami may have a greater percentageof foreign born residents, the vast majority of them are from LatinAmerica and the Caribbean in Miami and many are temporaryworkers or primarily come from a few sources of countries in Dubai,neither cities have the comprehensive, global spectrum of countriesfrom which Toronto welcomes its new arrivals. “Neither Miami norLos Angeles nor New York City can compete with Toronto’scosmopolitan credentials.”-Richard Florida, The Great ResetSome official Toronto slogans are: a world within a city,expect the world, and diversity ourstrength. Clearly, this is a city Interesting Fact: Torontoobsessed with its own multi- cited a U.N. study to billethnic mosaic and the itself as the worlds most culturally diverse city. It wascosmopolitan credibility it discovered later that no suchsignifies. ranking by the United Nations even exists, and the city soon removed all references to it in its promotional literature. 13
  • 14. The concept of diversity is intimately tied to done by Maytree foundation on showing thethe hearts Torontonians. They are very proud of business case for diversity and how diversethe fact, because they live and breathe the diversity leadership or organization enjoys quantifiableevery day. They firmly know that Toronto has the business benefits that homogeneous firms do not.most potent diversity in the world and they see it as The Diverse city report by Maytree makes thea very beautiful thing to the point it feels definitive case that diverse leadership leads to:sentimental. In an aging city where about one fifth oflocales are 60 or older, Toronto continues to depend improved financial and organizationalon immigration to revitalize its workforce. The performance; increased capacity to link to new global andcontinuous flow of immigration also maintains the domestic markets;authentic vibrancy and cultural abundance which the expanded access to global and domestic talentcity cherishes. pools;Moreover, Toronto does see diversity as a critical enhanced innovation and creativity; and Strengthened cohesion and social capital.driver of long term success. Toronto demonstratesactive leadership at the level of the city However! It must be said that regardless ofgovernment and at the level of NGOs and all these efforts of achieving inclusion: 47% offoundations. There is a very active agenda to Torontonians are visible minorities, yet fill justpromote open-ness in the city which permeates city 13% of the GTA’s leadership roles and Immigrantsthinking and strategy and there is increasing earn 85% of what Canadian born workers earn inattention to building the intermediate tier of spite of having higher levels of education; theyorganisations and projects needed to achieve also face barriers to career advancement. As a result there is a strange contradiction in the air.inclusion. The city is also aware of research and work 14
  • 15. Also… heres the thing! Research reveals that foreign audiences perceive little value of diversity because they may not think it’s unique or see any symbolic relevance to it. Although Toronto’s diversity may be at a much higher degree, many other cities in the world are also very diverse. Since diversity is up for interpretation, there could be other contenders too. London, NY, Paris, Los Angeles6 billion is a slight and a handful ofexaggeration, but the other cities couldpoint is that for themost part, diversity also have a strongisn’t perceived as a claim to be theunique selling point. world’s most diverse. Table 1: Cities with 25% or more foreign born residents (by alphabetical order) Amsterdam Perth Auckland Riyadh Brussels San Francisco San Jose Dubai Singapore Toronto isn’t the only city that’s diverse. Even though Frankfurt Toronto isn’t the Hong Kong Sydney Tbilisi our diversity is at a higher degree than other diverse Jeddah Tel Aviv Jerusalem Toronto cities, there has to be something else other than the London Vancouver Los Angeles diversity that truly puts us in a class of our own. Medina Melbourne Miami 15 Muscat New York
  • 16. Wait there’s more…Our model of multiculturalism that we take so much pride in has in many cases evolved into aphenomenon called:Boutique multiculturalism is the multiculturalism of ethnic restaurants, weekend festivals, and highprofile flirtations with the other. Boutique multiculturalism is characterized by its superficial or cosmeticrelationship to the objects of its affection. Boutique multiculturalists admire or appreciate or enjoy orsympathize with or (at the very least) "recognize the legitimacy of" the traditions of cultures other than theirown; but boutique multiculturalists will always stop short of approving other cultures at a point where somevalue at their center generates an act that offends against the canons of civilized decency as they have beeneither declared or assumed.-Stanley Fish, University of Chicago. Although many Torontonians have excelled to the next level where they meaningfully thrive on the stimulation provided by knowing people and situations different from themselves, there are many Torontonians that stay within their ethnic bubbles or are superficially engaging with other cultures. In other words, our city has become somewhat clannish which is not a healthy thing for a city in times of a creative and collaboration driven-economy. We must all learn to explore beyond the introduction of cultures and dive in deeper. 16
  • 17. So now what?… to move from the retain its integrity and flavour multicultural city of but also engages differentAll this goes to show that cultures to the point wherealthough Toronto may well be fragmented differences to Torontonians can select anda thriving multicultural, the co-created absorb elements of otherethnic mosaic of the sort intercultural city that cultures into their own culturalMichael Adams Unlikely makes the very most of its make-up and produce newUtopia proudly identifies, the diversity”.-Charles Landry ways of thinking, seeing,design of it needs to bedeliberately upgraded to imagining and creating. The story of ourmake it meaningful and multiculturalism is already “Toronto has just beenrelevant in the eyes of the slowly and naturally evolving saying that we are diverse,world. So what to do? into an intercultural city which but not behaving diverse”“The creative challenge is is amazing, but we need to Nick Noorani of Immigrant accelerate the process. By intercultural we mean the Magazine creative interactions of “We have to move beyond different cultures, disciplines staging the activities of our and exchange of ideas. global cultures; they should Toronto is uniquely poised to be a intercultural city which just be there, naturally all still allows each culture to the time” “The 6 million immigrant population of Canada is comprised of at least 1,000 people from 150 different countries. When these people meet 17 and mate with the others we will have 22,500 possibilities. Imagine how smart and beautiful we Canadians will become!”-Michael Adams
  • 18. Kudos to Toronto for earning the impressive “multicultural/diverse” status; however, that doesn’t mean we should now rest. Our next advancing challenge is to earn the truly “intercultural” status. There are many positive economic and social outcomes by evolving our stale model of multiculturalism to interculturalism. In a creative driven economy, Toronto can be home to a unique kind of creativity which isn’t predominant in other cities. Exposure to different cultures enhances our creativity. Five experiments“Toronto has succeeded at by North westerns Adam Galinsky showed that those who have livedjust about everything, abroad outperform others on creativity tasks. Creativity is also higher onexcept looking glamorous average for first- or second –generation immigrants and bilinguals. Theto itself; and by glamour I theory is that cross-cultural experiences force people to adapt and be moremean a cities attraction to flexible. Just studying another culture can help. In Galinskys lab, people were more creative after watching a slide about China: a 45 minute sessionits own uniqueness, moved increased creativity scores for a week.by the conviction that It turns out that being exposed to cultures that function differently fromthere is a style of creativity our own – from language to social customs to public transport – awakensthat can only be done here. the brain, alerting it to a much broader range of possibilities for being,A city must believe this. We living, and making. The beauty of it is that you don’t have to travel themust believe this”-Pier world to experience the world, you can get it right here in Toronto, butGiorgio di Ciccio-Toronto Poet Toronto does a poor job at leveraging this to its fullest potential. 18
  • 19. It may be difficult to prove that the comprehensive global community of Toronto plays a major role in enticing orsparking the many global thoughts and actions happening within our city every day and every minute; even so, westeadily believe it does play a key and vital role. The following is a brief visual essay of some of theintercultural/globally mindful actions happening in this city all the time. International banks (ICICI, Punjab bank, etc) 19
  • 20. 20
  • 21. or emotion about it in the air. In the midst of such aSo what does this all equate to?? potent and comprehensive spectrum of global“The background buzz of conversations in other diversity combined with the innovative and uniquelanguages had become so commonplace to me propensity of retaining culture and openlythat it took me a while riding the tube in London celebrating it, it’s hard not to feel part of a real globalbefore I realized that Toronto was far more society. It’s embedded within the DNA of Toronto.diverse. Partly, it was the languages themselves “I’m a global citizen…I find it impossible for(mostly European languages in London and me to have any other identity being alanguages from all over the world in Toronto) Torontonian” Priscilla Garay-U of T studentbut it was more than that. In London, thedifferent languages are always spoken by For example, Seoul is ranked higher than Toronto intourists. In Toronto, it’s almost always the Foreign Policy Global City ranking; however, you won’t feel any sense of a global community in thatresidents.”-Kevin Stolarick, Martin Prosperity city, but rather feel very “Koreanish”, or Brussels andInstitute. Paris which are also ranked higher than Toronto, youHere comes the fundamental insight of this report. As will surely feel very “Europeanish” in Brussels andit happens, Toronto is a considered a global city very French in Paris, not to mention these 2 citiesprimarily based on the levels of integration to global have increasingly become anti-immigrant. The samemarkets, exchange of goods and services, movement could be said about Hong Kong, Tokyo and even Newof capital and finance, and etc. On the other hand, York where you may fundamentally feelToronto has a qualitative global attribute which is “Americanish,” not to mention its melting pot type ofremarkably unique compared to any other major city.global cities. Toronto has a distinct global feel or vibe"Canada has become the spiritual home, you could say, of the very notion of an 21extended, emancipating global citizenship."-Pico Iyer, Canadian Geographic
  • 22. “Could Toronto become the 1st city to truly embrace the world’sglobal citizens? That would be cool”-Richard FloridaImpending promise of Toronto: Experience a interculturally competent. This is an evolving andprofound sense of a genuine global society where a unique observable fact especially amongst thespecial kind of creativity manifests. In a compact youth.expression: “Intentionally/Genuinely Global Global”. When David Suzuki was asked what his biggest petWe add soul to the word global which is usually seen peeve is; he answered people’s inability to consideras a soulless word (global markets, global firms, etc) the future. The truth of the matter is that the GlobalToronto is global on the inside and out and culture resonates especially with the youngerunderstands first hand that globalization is essentially generation because unlike the older generation, Gena very good thing… So London is the capital of English Y-ers had the upbringing and socialization at a timeculture, Paris of French culture, Sydney of Australian, when the global pluralism of Toronto was firmlyNew York of American culture, Madrid of Spanish, established and potent. This has astronomicallyAmsterdam of Dutch culture, and so forth. Canada affected their character and world view and we havedoesn’t have a culture or maybe it does but Toronto to fathom the fact that this is a very new globalis just disconnected from it, so needless to say, phenomenon rapidly taking place right here in ourToronto is only poised to becoming the capital of very own city. If we are to develop a sustainable orglobal culture. If we take ownership of this now, we enduring brand, wecan begin building upon it and make it a must take inproportionate truth in the near future. consideration theWe acknowledge that this is not a full truth for all reality of today’sof Toronto or Torontonians as of yet, but there is a youth.critical mass in this city that organically haveattained a global mindset and are extremely 22 Not your average global city. Not your average global citizens.
  • 23. ‘People think that businessesmake decisions about where to Also keep in mind that Young Torontonians have grown uplocate on purely rational grounds, among intense globalization in a digitally connected age,but at some level there’s quite and they have the propensity to travel more meaningfullyan emotional pull. The places that and intimately explore foreign cultures; they swim inmanage to suggest they have a global pool and it’s only going to continuethese qualities (cool, glamorous, sexy) to expand in the future to come. Here are a fewoften win out even though maybe ways to describe the evolving mentality of youngtheir taxes are little bit higher or Torontonians; they may sound poetic or even happy-their transport doesn’t quite work. clappy to some, but it’s a serious and hyper valuableIt’s that kind of magic fairy dust that happening if leveraged.some places manage to sprinkle Global Soul-A person that always can make theover themselves and some just don’t.’ collection of his selves something greater than the whole;Alain de Botton, that diversity can leave him not a dissonance but a higherAuthor of The Art of Travel symphony. Pico Iyer Xenophile-A person attracted to that which is foreign, especially to foreign peoples, manners, or cultures. TCK-Third culture kids grow up in a genuinely cross-cultural world. Third culture kids have incorporated different cultures on the deepest level, as to have several cultures incorporated into their thought processes. This means that third culture kids not only have deep cultural access to at least two cultures, this also means that thought processes are truly multicultural. That, in turn, influences how third culture kids relate to the world around them. They usually find it difficult to answer the question, "Where are you 23
  • 24. from?" Compared to their peers who have lived their entire lives in a single culture, TCKs have a globalized culture. My country is the world, and my religion is to do good. Global Citizenship is... A way of understanding… how the world works; links between our own lives and those of people throughout the world. A way of seeing… social justice & equity; other people’s reality; diversity; interconnectedness; the way that people can make a difference. A way of acting… exercising political rights; critical thinking; challenging injustice.Not those words please… sounds very “policyish” because it has traditionally been branded as a “humanWe believe there is a fundamental opportunity resources” term, associated with fair hiringin taking charge of our language, as well as in practices or enhancing an organization’s imageattempting to influence the language that as a good citizen. “Diversity our strength” isothers (the press) use to speak about Toronto. great as an internal motto for the city perhaps,We as all the stakeholders (citizens, Gov, but externally it needs to be refreshedbusiness, NGO) of the city must try to minimize regardless of how habitual the term hasthe way we currently describe our city become for us all. Here is a just quick little(diversity, multiculturalism, mosaic, and brainstorm of different ways to describe ourtapestry) which we showed on pg.15 on how true and evolving essence of Torontovague and unacknowledged these concepts (Genuinely Global) Culturally intersectional/actually are largely amongst foreign global crossroad/global renaissance/ /Born inaudiences. “Our current motto “Diversity our Toronto, raised by the world/creative for the world/Strength” does not play up enough the global when in Toronto, do as the world does / Culturallynature of our relationships and is very inward abundant/ global+creative=Toronto state of mind /the world is not a boring place/global class, andlooking”-Ratna Omidvar. The word diversity yadi yadi yada, the possibilities are limitless. 24
  • 25. The New GlobalmindsetDriving Innovation through diverse perspectivesErnst & Young produced a land mark report which reveals thatdiffering voices and viewpoints are powerful factors in steeringinnovation. 25
  • 26. Bottom-line“The western consumer’s knowledge of Japanese art, cuisine and philosophy, for example, howevershallow it might be, functions as an important counterpoint to the commercial image of Japan:productivity, miniaturization, technology and so on”-Simon AnholtWe believe Toronto’s trailblazing global culture (literature, media, festivals, mindset, etc) is a powerfuldriver for the overall economic and social image of Toronto. We propose that “Intentionally Global” is asharp and powerful expression to help guide actions and behavior in order to advance and strengthenToronto’s story. It also allows us to truly be ourselves at all times and promotes a positive and purposivepsychology for the city. This positioning doesn’t have to be worded exactly as ‘genuinely global’ As long aswe firmly get the point across that we are a wholesome global city for the world.This positioning fulfills the criteria for a strong and visionary competitive identity 101%: Truthful: Its corresponding with reality and citizens can live and breathe the brand Complex yet clear: It doesn’t reduce the complexity and dynamism of the city Authentic: It is real; it can be seen, felt, heard, and experienced. Enduring: It is here to stay and grow sustainably Defensible: It’s back up-able with legible proof points or evidence. Relevance: Contributes advantageous value economically and socially, and to global conversations Realistic: Setting expectations that can be met or exceeded Unique: Not generally predominant in other cities Advancing: It evolves the story and advances it gradually increasing richness and strength Global reach: Thinks and acts both locally and globally 26
  • 27. Caution! We have to be careful not to sway the Genuinely Global positioning to connote a kumbaya type of image or a page out of a Unicef brochure. (Not to say that Unicef isn’t cool because it does amazing work) But we are aiming for something more appealing. Intentionally Global is meant to connote: imagination, sexy, smart, cutting edge, creativity for the world, economic advantage and so forth. By definition, the term “glocal” refers to the individual, group, division, unit, organization, and community which are willing and able to “think globally and act locally.” Glocal Future“Not your average global city, not Currentyour average global citizens” Diversity, ok Genuinely global so what? and creative Local 27
  • 28. Canadians understandably regard “brain drain” as bad and “brain gain” as good. But global mobility has ushered in an era of “brain chain” We need understand that people will move around the world and come back and forth to Toronto adding a more valuable and global contribution to our city. 28Torontonian aka Global Citizen
  • 29. Bringing the competitive identity to lifeIt’s essential that key stakeholders come together in partnership and collectively believe in the brand,(Government, business, NGO, and most importantly each and every citizen). This is the only way to make a placebrand strategy come fully alive. What is required is a partnership where all of the key stakeholders regard eachother as equals, regardless of their power or resources and where their individual contributions are valuedbecause, without them, Toronto will not realize its full potential. This is the kind of informal and formal body inwhich key stakeholders jointly develop, create and lead on the implementation of the city branding, under sharedresponsibility. As the brand is taking shape, new and different partners will emerge to play a vital role in itsrealization. A brand partnership should not be as an (old boys club) or the (usual suspects) of the city’sestablishment, but a body that responds to change by changing and reinventing itself.The creation of a Brand Toronto Council is a good idea. Itwill be charged to implement a holistic approach which willfacilitate the implementation of “on brand” symbolic actionand coordinate the marketing efforts of all Toronto Businessbusinesses, artists, musicians, actors, sportspeople,designers and more, leverage off each other, under a unifiedToronto brand. The council will consist of relevant memberswho are passionate, imaginative, forward looking and at the Gover NGOssame time, can become powerful champions or advocates nmentof the brand. A talented Brand Toronto Council along withsupportive affiliates is bound for a successful brand Toronto. Citizens 29
  • 30. ConclusionOur firm understanding is that citizens of any place want to feel proud of where they come from and live, theywant their city or country to matter. The identities of the places we reside in are really a seamless extension ofthe identity and self concept of ourselves; it is a natural human tendency for people to identify themselves withtheir city. Unfortunately Toronto is lacking in this department. We have identified that Toronto’s self concept andinternational image is a burning platform. One way of looking at it is that Toronto is a teenager that doesn’t knowwhat it wants to be when it grows up, and this report acts as a timely and powerful mentor that helps discoverToronto’s true passion and strengths; needless to say, finding your passion changes everything. We also urgeCanada to step up and address the weak nation brand it currently carries as we identify in this report. We agreewith Daryl Copeland’s proposal for developing a brand strategy for Canada informed not by the beauty of ournature, but rather by the nature of our beauty.The “genuinely global” theme resonates with not only the leaders of today but more importantly by the leadersof tomorrow. The intercultural movement and other globally symbolic actions will make our “intentionalglobalness” more attractive and truer. If Toronto integrates a cohesive, creative and appropriately courageousimage strategy with its other programmes and policies, we believe Toronto can attain a stronger brand, in theglobal context sooner rather than much later. This is a long term game and it’s going to take everyone in this cityto play role in making Toronto the highest and best it can be within our lifetimes and beyond. The final questionshould be: is Toronto a global city of the world or in the world?"Cities have the capability of providing something for everybody, only because, andonly when, they are created by everybody." — Jane Jacobs 30
  • 31. “Toronto has a very goodopportunity to become anurban-innovation hot spot,”says Kaplan founder ofInnovation Factory. “It has anactive creative class. Andthere’s a vibrantconversation about socialchange that you heareverywhere in the city.“Groups quickly cometogether in Toronto todiscuss challenges,” Kaplanadds. “And those groups, inturn, form networks to tackleevery kind of social challenge.That is a double blessing.Citizens make a success ofthe project they’ve ralliedaround. And that successattracts talent, money andother resources to take on stillmore challenges.”-TorontoStar 31
  • 32. The portfolio of ideas that follow doesn’t exactly constitute a The adage ‘fake it till you make it ’grand strategy for bringing about Toronto’s brand as a contains a powerful truth, but“intentionally global city”, but rather it is an attempt to spark only works if something is actuallyexperimentation with multiple creative approaches that can being made; one can ’t just fake it. Things must be built and done;be rapidly prototyped, tested, and communicated as part of a policies must be changed; actionmore definitive city strategy. The 2015 Pan Am Games can play must be taken. -Jeremy Hildretha major role in implementing symbolic actions for this brand.These ideas act as brief conversation starters and should entail implementation by various groups whofeel that the ideas fit their mandate, or citizens who have the drive can also step up and help put theideas into practice. Please share your own ideas as well to lend a hand in making Toronto the best andhighest it can be. Overall, the actions should play a role in creating symbolic evidences and provingthat we are the genuinely global and creative city of the world. 1. Your idea:pg33 10. UN Global Culture University:pg40 2. Behave like the capital city of Canada:pg33 11. Improve Transportation:pg41 3. Harness the power of non-state actors:pg34 12. Capitalize on Strong Banks:pg42 4. Exclusive Toronto Cuisine:pg34 13. City Hall = City Lab:pg42 5. Ambiance Neighbourhoods: pg36 14. Collaborate IPA’s:pg43 6. Foster global culture/inter-culturalism:pg37 15. Rethink Tourism:pg45 7. Grand Event where we can feel one:pg38 16. Creative Toronto all over:pg47 8. T-shirt campaign:pg39 17. Create a global leaders award:pg48 9. Make winter awesome:pg40 32
  • 33. “The way to gain a good reputation is toendeavor to be what you desire toappear.” -Socrates 1. What’s your actionable idea or conversation starter? _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ ______________________________. 2. Behave more like the capital city of Canada rather than of Ontario’s “Cities are the real magnets of economies, the innovators of politics, and, increasingly, the drivers of diplomacy. Those that aren’t capitals act like they are.”-Parag Khanna. There is no doubt that although Toronto isn’t the capital city of Canada, it sure does seem like it is. Most people that know of any Canadian cities may think that either Toronto or even Montreal is the capital of Canada, and would never guess that in fact Ottawa is. Despite what people think of the G20 being hosted in Toronto; it was a very positive thing for the city. The G20 is a good start in giving Toronto international significance, and much more globally recognized forums/conversations should take place in Toronto. For example, Daryl Copeland-author of Guerrilla Diplomacy agrees that Toronto has the potential to be a co-host city for United Nations events since we are situated very close to the head quarters in NY and also in the same time zones. Toronto as a global city needs to show deliberate influence and interest in playing a role far beyond its municipal borders. Perhaps Toronto would be able to participate more in the global conversation if the city had more means to control its own destiny. Alan Broadbent identifies this in his book ‘Urban Nation’ why we need to give power back to the cities to make Canada strong. “Cities have the governance sovereignty of small 33
  • 34. children in patriarchal family. It is time, says Broadbent that Canada woke up and stopped starving the geesethat are laying the golden eggs.”-Michael Adams3. Harnessing the power of non-state actors Shamin Mohamed was only 15 and living in the Jane-Finch area of Toronto when he founded a charityaimed at raising youth awareness of HIV and AIDS in Canada and abroad. Jenna Hoyt, who is completing a nursingdegree at the University of Toronto, was in her early 20s when she started the Little Voice Foundation, whichhelps African communities operate schools and housing for homeless children. Mohamed and Hoyt are just twoof the growing number of Canadian youths trying to make a difference in the world and in their own communitiesat home. Wanting to help others overseas or in Canada is nothing new. Toronto is home to some the most activeand creative diasporas and global citizens in the world. Social innovation is rapidly rising in Toronto; this is evident by how busy the social innovation department(SIG) at Mars stays, and the Social Innovation Centre in downtown was so successful that it has opened anotherwhole new building dedicated to social innovators. When we asked Dr John R. Evans-Emeritus of Mars, what doyou think Toronto can be a leader in on a global scale? He thought for a while and firmly answered “socialinnovation, there should be more SIG’s all over the city.”4. Exclusive Toronto Cuisinea) Food is a powerful element of all cultures, and with Toronto being full of various cultures, a uniquecuisine that is local to Toronto would accentuate our identity. We already do it in some ways in our homeswhere we combine different ingredients inspired by different cultures and create our unique fusion dishesin our homes. A good example of a region that has done this is “California cuisine” which is a fusion of localfoods infused with primarily Asian flavours. California cuisine is now well known and raved about all overthe world. Creatively establishing a several invented and tasty recipes that reflect the diverse flavours of 34
  • 35. Toronto would make a statement of our cultures intermingling and as well inspire more locals to do some oftheir own infusing. Korean food meets California cuisine-Asian Mexican-Korean tacos flavors fusion with California flavorsb) When you go to certain parts of the world, you will discover that the McDonalds or Subway restaurant menusmay have different offering to reflect the local culture. With Toronto being so culturally abundant, it would makea strong statement if these chains began offering food that reflects our various local cultures. Such as theMcDonalds maharaja burger or Subways chicken tikka sub both from India to cater to the large South Asiandemographic in Toronto and many others that love Indian flavors. In eastern Canada, you can exclusively findlobster sandwiches at McDonalds which reflect the regions unique culture and flavors, so why can’t Toronto haveunique options? Also a report by Perry Caicco of CIBC World Markets reveals that over the next decade, up to 70per cent of retail sales growth in Canada will likely come from “visible minorities,” who prefer brands and flavorsthat they recognize from home. Therefore, mainstream businesses must adapt to our changing consumerism.A step in the right direction has been to allow more ethnic street food vendors in Toronto, oppose to just having hotdogs. 35
  • 36. 5. Create an enhanced ambiance for our neighbourhoods The true meaning of “global class” can be found along the walks in our Neighborhoods. Very few cities in theworld bring so many diverse cultures, festivals, and businesses together in a single place. Theseneighborhoods include: Greek town, little India, little Italy, little Jamaica, Korea town, Kensington, PortugalVillage, China Town, Yorkville and so on. The only thing is that some of these neighborhoods don’t do justicefor the type of area they are known for. For example, other than the signage’s of Italian restaurants andother small street signs, there is minimal evidence that you are in little Italy. We spoke to some peoplewalking in little India, and they all mentioned that they felt as though they were walking down an averagestreet. Let’s make every cultural neighborhood in the downtown area full of ambiance, just like China towndoes. China towns across the world including Toronto’s are great at creating an authentic feel with thecomplete sensory experience. They include community markers, art work, architecture, sounds, smell, andetc. With the collaboration with artists, the city, and local businesses, this can be easily achieved, and in factmany leaders in these neighborhoods expressed concern about this issue, so they are ready to take action. 36
  • 37. 6. Foster global culture/ interculturalisma) In Singapore, they have posters with an attractive young woman, and if you pay more attention to theposter, she has a tattoo in the shape of the double helix of DNA enriched on her upper arm. In smaller printthe poster reads “Got a passion for science, we will take it to a higher level”. Singapore understands how tomake science sexy and appealing and Toronto needs to also be creative in coaxing or encouragingTorontonians to interact with other cultures meaningfully. By promoting and harnessing global behaviour,we can produce a special kind of creativity in this city. b) The practice of taking a Gap Year is relatively minimal in Canada as compared to other countries where it is customary for youth to travel abroad and cultural exchange as a useful tool to create global understanding and experience before entering college or university. This is causing many young Torontonians to not experience the world and develop a well-rounded world view. Toronto youth need to be educated early on about this 37
  • 38. and be encouraged to save money for a gap year after high school. Inspired by Adil Dhalla of My City Livesc) Interest in learning different languages in Toronto is rapidly rising. I don’t know any person in Torontothat can even formulate a sentence in French, probably because we are more interested in learning otherlanguages like Arabic, Mandarin and etc. Schools need to upgrade their language programs at the earliestlevels of education. Rosetta Stone is an amazing language program which makes learning easy and fun andshould be a standard software in every school computer. In a globalized world, every Torontonian should beable to naturally speak 3 or more languages. Former Australian Prime Minister Kevin Rudd earned plauditsfor his fluency in Mandarin, there’s no reason Toronto politicians or anyone shouldn’t be able to do the sameliving in such a global city as Toronto.7. An event that we all can participate in and feel oneA flash mob is a large group of people who assemble suddenly in a public place, perform an unusual andpointless act for a brief time, and then disperse. The concept of flash mob was taken to the next level whenmore than 20,000 people pulled off a massive surprise for an unsuspecting Oprah on her 2010 season starter show in Chicago. The entire crowd performed a choreographed piece to the Black Eyed Peas "I Gotta Feeling," Award-winning director Michael Gracey says the interaction between the Black Eyed Peas and the crowd is what made the flash mob so extraordinary."Theres something really special when you take an audience and instead of just being passive and watching, you invite them to participate, it becomes magical for both parties. Two groups of people came together to create something that neither of them could have done alone. A mass flash mob event is an extraordinary way that 38
  • 39. Torontonians can participate and feel one. The event will only get bigger every year and it can happen onToronto’s birthday, or whenever. A great song to do it to for the first time would be Jai ho, from slum dogmillionaire, after all this film was discovered at TIFF. Inspired by Mark Sarner of ManifestCommunications 8. Enhance identity through t-shirts. People love to wear t- shirts with catchy and clever lines. T-shirts can also be a great way to show-off your Torontonian pride. Citizens can customizetheir own shirts, and print anything that resonates with them along with the acronym T.O. For example, thelines “creative for the world T.O.” or “Support your local artists T.O.” or “Earth is my turf T.O.”, and etc. Thepossibilities are endless. Inspired by Tonya Surman, Director of Social Innovation Centre9. Make winter awesomeOne thing that almost every Torontonian dislikes is the blistering winter weather. The winter blues seem tokick in, and the bonanza of festivals and fun things to do during the summer suddenly disappear whenwinter arrives. This doesn’t have to be the case. The city has Wintercity festival for a couple of weeks, but 39
  • 40. that’s about it, and needless to mention, it’s not that appealing. The city can be an innovator in extending thesummer fun through winter as well. For example, the number one tourist attraction in Sweden in an icehotel and Quebec City has also now created something similar. An ice hotels, bar, or restaurants would be agreat addition to Toronto’s winter which would not only spice up winter for locals, but as well attracttourists during the winter season. Another great example of winter fun that Toronto can learn from is in Ottawa, which is transformed into a winter wonderland. Snowflake Kingdom is a park that hosts the continents largest snow playground, complete with 30 giant snow slides, ice-carving contests and magnificent ice exhibits. These are just a couple of ideas, but with creativity and imagination, Toronto can make the city not only enjoyable for locals and tourists during the summer, but also during winter. 10. Establish a UN Global Culture University The International Centre of UPEACE in Toronto ceased its activities on November 28th 2006. After asuccessful 15 month period delivering programs in peace education, the Toronto Centre of the University forPeace closed its doors. While the Centre was generously supported by the Government of Canada throughthe Toronto Waterfront Revitalization Corporation during this time, it was unable to secure the furtherfinancing required to continue its operations.This was an embarrassment because needless to say, Toronto is an ideal location to situate such aninstitution yet while we finally got it; it was later relocated to Costo Rica. We need to have another go at thiswith better management and approach. The waterfront area is an ideal place to situate a world renownedUN university specializing in global matters such as development, public diplomacy, Diaspora, culture andetc. 40
  • 41. 11. Improve Transportation dramaticallyKorean international student-“TTC sucks in this city, in Seoul Korea is so much better, I miss it”Me- Really it’s better there?Korean International student: Way better, the subway can’t be bad, because many people start complainingangrily right away.Me-“but a lot of people complain here as well”International student-“Yah, but they take complaint seriously in Korea and fix it right away” Urban transportation is the space race of the 21st century. The city that cracks the commuter nightmare oftraffic congestion and pollution will steal a march on cities competing for business and tourism. It takes acommuter an average of 80 minutes to get to work in Toronto, according to a global study.This city must break the log jam on transportation. The average commuter in Toronto requires more time toget to work than the average commuter in Los Angeles, New York or London, England. An OECD study sayscongestion is costing $3.3 billion in lost productivity.“There have been lots of announcements. If announcements were streetcars, they would stretch allthe way to Montreal. This is a burning platform, this is an urgent situation. Fifty years ago, theAlaskan Highway was built in the dead of winter. It was 2,450 km in length. Thirteen kilometreswere built every day, 133 bridges were constructed and thousands of culverts. It was finished ineight months. It can be done! Yonge Street holds the Guinness Record for the longest street in theworld. The Caribana Festival holds the record for the longest festival parade in the world. I suspect 41
  • 42. the Don Valley Parkway holds the record for the biggest paved parking lot in the world.”-FrankMcKenna12. Creatively capitalize on the current good rep of Canadian banksCanadian banks were ranked the soundest in the world two years in a row by the World Economic Forum.The big four banks of Canada which are all headquartered in Toronto have been getting great recognition ona global scale due to performing better than most other financial institutions in the world during therecession. A world renowned institute for risk management is in process of being constructed in Torontowhich will be symbolic and greatly enhance the prestige of our financial sector. More of these symbolicactions should to be established in a creative and catchy way for the world to firmly recognize the strengthof Toronto’s financial sphere for years to come.13. Do something about boring city hall.For those who have ever been to city hall, know that you instantaneously get a feeling of dullness andboredom as soon as you step foot into it. When you speak with people that work at city hall, you can almostsense that they speak with a vibe of limitation and unimaginativeness. Most of the people that run our cityare senior white guys who have a huge generation gap between the youth and not to mention lack diverseperspectives. City hall clearly needs an internal culture change, and the environment needs to berejuvenated where creativity and fresh ideas can flourish. Physically, city hall is a temple to rigid andpredictable method of working. Uncreative or ineffective ideas are bound to be created in this kind ofenvironment. The following ideas need consideration:a) Lets completely rebrand City Hall and call it City Lab. This will emphasize that the cities job is toformulate creative and sound policies instead of the bland and unimaginative ones they create majority ofthe time. 42
  • 43. b) City hall must open up to a host of new concepts of interior design, furniture, and workflow that enable idea generation, development, prototyping, testing, and deployment. The space at city hall needs to expand the mental boundaries that balance openness with intension. 14. Foster collaboration between GTA IPA’s (Investment promotion agencies) for a regional approachOne thing is certain, many European and North American cities have recognized that to be competitive in the global marketplace,they have to organize and act as a wider metropolitan or sub-regional level when it comes to investment attraction andretainment. Knowing this, we have come to firmly realize that Toronto must establish a single regional focused IPA (investmentpromotion agency) Regional economic cooperation is a concept that is being increasingly embraced by metropolitan areas aroundthe world who are seeking a competitive edge in the race to retain and attract business.From a business perspective, urban centres, and its surrounding municipalities are seen as a cohesive whole, municipal boundariesare a small consideration, if at all. Businesses locate in an economic region in order to serve the entire economic region (and in manyinstances, beyond)At present investment promotion within the Toronto region is fragmented and under funded with activities often being duplicatedby multiple municipalities or organizations. This lack of centralization creates disjointed information for investors who are looking forinvisible municipal boundaries and local governments who work together seamlessly. The absence of a unified Toronto region IPA ishurting our ability to compete globally. As a result, the perspectives of the business operating within an urban centre tend to beregional, while governance structures tend to be local. This disconnect between the realities of the marketplace and of governmentcan be an impediment to a region realizing its full economic potential. Fragmented governance structures can make it difficult forbusinesses to operate efficiently, which has a detrimental impact on economic growth and job creation. To be successful inattracting investment, these IPAs need to have the same perspective as the investors they are wooing. Not surprisingly, the mostsuccessful jurisdictions in attracting investment are the ones with a regional IPA. 43
  • 44. According to a recent IBM report on global location trends, three cities with strong IPAs for their region – London, Singapore, andParis – are the top three cities in the world for attracting investment dollars. These 3 cities all follow regional, singular investmentmodels in order to attract FDI. According to the same report, Toronto unfortunately, does not make the list of the top 20 cities inthe world in attracting FDI.Many of the economic development departments and/or agencies in the GTA municipalities undertake investment promotionactivities. The most prominent example is Invest Toronto, the New IPA for the City of Toronto. While the economic enhancementgoals of Invest Toronto are certainly laudable and necessary as Toronto seeks to recover from the global economic crisis, itsstructure (in that it is only structured to attract investment into the city of Toronto) does not recognize the role of Toronto as a keyplayer within a regional system, or the realities of the marketplace for the investors it is seeking to attract. There are also a numberof non- -governmental organizations that engage in investment promotion activities which is another indication that multiple actorsare speaking for the Toronto region on the International stage.“In principle, things work much better if a single regional IPA is responsible for all the communications activity.It is rather wasteful if they are all firing off incompatible messages and promoting different images of theregion; hence, confusing investors.”-Simon Anholt“A better solution is for all these agencies to truly collaborate (very different than cooperate!)” -John Jungformer president of GTMAThe GTA is a very large geo-political organism which first needs to work out their collaborativestrategies and mechanisms. A well developed ability to create and sustain fruitful collaborations gives the Toronto region asignificant competitive leg up. These agencies need to learn how to actively collaborate by developing mechanisms-structures,processes and skills – for bridging organizational and interpersonal differences and achieving real value from the partnership.Multiple ties at multiple levels ensure communication, coordination and control. This is not the first time anyone has thought aboutthis, in fact there was a GTA summit last year where dialogue was established but very little action after the fact. With the currentrecession, let’s not further delay positive change. 44
  • 45. Toronto must be the master brand of the region, since it is the foremost anchor. Simon Anholt a policy advisor in London has a termhe calls “Box of chocolate brand architecture” We recommend that the brand on the outside of the box is Toronto and sincefamiliarity is low for Toronto already and zero for the surrounding municipalities, we should definitely market the box, not theindividual chocolates. When Toronto gets interest from investors, we can then open the box and introduce the individualchocolates, each one is distinctive, with its own appearances and flavors but bearing a strong family resemblance and a clearconnection to each other and to the brand on the box.For example, if an investor wants to invest in an Vaughanindustrial sector, he may pick up the Brampton orDurham chocolates, or if he wanted to start a biotechcompany he may choose Toronto, Mississauga, orMarkham. It depends on the investor’s criteria and Mississaugachoice, but the important thing to keep in mind, is thatToronto is the anchor, and wherever the businesssituates, the whole region benefits as a whole.15. Rethink Tourism Markhama) The future of Tourism is being influenced Stop marketing all the individualby the rise of the experience economy. This municipalities! Toronto should be the onlycan take many forms, such as travelling to anchor to attract investment for the region!learn another language, to lean an instrument,to experience different cultures, to pursue an interest or hobby such as rock climbing or scuba diving. Inother words the experience has become the object of the holiday, not just relaxation or sightseeing.Fulfilment comes from involvement, understanding and self improvement – returning home a moreknowledgeable, spiritually refreshed, or more experienced person. This reflects the progression throughMaslow’s hierarchy of needs, and the level of self actualization is where people are increasingly seekingfulfilment through travel. 45
  • 46. The more a destination can engage with potential visitors on an emotional level, as somewhere thatpromises to fulfill this demand for a fulfilling experience, the more chance it has of attracting the growingnumber of people, particularly in developing countries, who see the type of holiday they take as anexpression of their personality. This means telling a story about the destination, which strikes an emotionalchord with potential visitors and stays with them. Being warm, sunny, and naturally beautiful is no longerenough. Destinations have to express their personality and convey a sense of soul, heart and spirit thatengages visitors in order to avoid being viewed as another (me too) destination. The brand story that ittells, is passed on by satisfied visitors to other prospects, and eventually becomes a powerful agent forwidespread social marketing effects.Tourism Toronto is the official destination-marketing organization for Toronto’s tourism industry. Thisorganization does an excellent job, and the fact that it is the sole organ that does, makes it all that moreeffective. Toronto Tourism had great aspirations for the Toronto Branding project in 2005 (TorontoUnlimited), and invested 2million in the 4 million project. But unfortunately, it didn’t succeed, and as aresult, left Toronto Tourism without a foundation to run with. The genuinely global positioning this reportproposes gives Toronto tourism a style or theme to run with. Instead simply promoting Toronto as justanother North American city, we can now present Toronto as a global city of the world where travelers canmeaningfully experience our distinct global culture. (The symbolic actions this report proposes first need tobe implemented for this experience to be strong for tourists.b) Lets promote domestic tourism. Research suggests that Torontonians have largely not discovered theirown city yet. This lack of knowledge of all the things to do and see in the city leads to weak perceptions ofour own city and we begin to think it is a boring place. Toronto Tourism publishes an amazing and insightfulmagazine which is distributed only in hotel rooms; if that same magazine can also be available forTorontonians, it will allow Torontonians to be more aware and appreciative of the offerings in the city. 46
  • 47. 16. Productive creativity throughout every community in TorontoA study was done by the Centre for Urban and Community Studies, "The Three Cities within Toronto: IncomePolarization among Toronto Neighbourhoods, 1970-2000. The study shows how, from 1970 to 2000, our city ofneighbourhoods has been transformed into three separate cities, defined by their economic differences.Although Toronto is a thriving city with an abundance of world cultures, it is one where ethnic diversity is overlaidby growing class division. Richard Florida of U of T explains that the key task of our time is to build new institutions to spread the gains ofthe creative economy. If not, it will continue to concentrate those gains geographically and socially. Actionrequired to overcome that class divide and build a more cohesive and shared creative economy. We need tomake sure all Torontonians can use their creative capabilities and as such contribute even more fully toeconomic growth. No Torontonian should be left behind when it come to fostering the creative energy.“Highly creative adults frequently grew up with hardship. Hardship by itself doesn’t lead to creativity, but it doesforce kids to become more flexible—and flexibility helps with creativity.”-Newsweek Articlea) Far too many inner city youth are spending their time doing unproductive things due to a lack of creativefacilitation which downtown T.O. neighbourhoods are fortunate to have. Creative and inspirational spaces aneeded for them. Everybody wants to go to a dream space or third space which is neither home nor office (whereone works) Cafes are one example of such a space, but Starbucks don’t exist in many neighbourhoods and it’skind of a stigma for urban youths to go there anyway. When one wants to dream, write poetry, forment arevolution, brainstorm, one goes to a café. A space is needed where all kinds of diverse elements are at play(other people, internet, instruments, books, music, sports, ambience, the world beyond the windows-to helpinspire your ideas and dreams, and etc). The interplay of personal and public space, combined with a sense thatanything can happen, makes such places a great place for innovation to happen. 47
  • 48. Community places are the perfect place for such creative spaces, and to increase accessibility they should bestandard pretty much everywhere: condos, open schools (afterschool hours), libraries, and even mobile truckcontainers. These third spaces are not expensive because the environment is similar to a start-up, where mostthings are used and messy, and people can donate their own things and it is a continuous improvement process.It inevitably involves trial and error-there are just so many imponderables. Above all, these dream spaces shouldrepresent freedom for those who go there; kind of like to a jazz club for ideas, a place where participants canbreathe.b) Create an online magazine for creative’s educating them on how to make their ideas happen; an avenue wherethey can read the stories of other local success stories who went through the rough to become who they aretoday. For example, Dwight Drummond, a well know local journalist can share his insights to how he becamesuccessful despite growing up on Jane Finch, or how Knaan persevered to make his creative pursuits come alivealthough he grew up in a rough neighbourhood in Rexdale, and there are many other great stories that need tobe shared with creative’s in the rough in order to inspire them to make their ideas become a reality.17. Create a global leaders awardThis will be a globally recognized and respected award. Other than local global leaders, global citizens will beinvited from all over the world along with international jury members. Toronto will be the primary city thathonours great global beings. For example Apple’s brand honours those who think differently and Nike brandhonours great athletes. 48
  • 49. AppendicesResources and bibliography: People and paperPeopleMany people across the region shared their insights and perspectives with us. We spoke to artists, philosophers,writers, homeless person, students, politicians, business leaders, professors, NGOS’s, basically anyone that livesin the city. This is a list as we are able to compose; however there are many more that are unknown ordinarycitizens that provided valuable insights, many thanks to all.In alphabetical order: Adam Giambrone, Chair, TTC Dr. John R. Evans, Chair Emeritus, Mars Adil Dhalla, Co-Founder, My City Lives Dr. Greg Baeker, President, Authenticity Alan Broadbent, CEO, Avana Capital Corp Fraser Mann, Partner, Miller Thompson and Anne M. Sado, President, George Brown Associates College Glen Murray, MPP, City of Toronto Brian Zeiler-Kligman, Director of Policy, BOT George Stroumboulopoulos, TV show host, CBC Carl Knipfel, Manager of Marketing, City of James B. Milway, Executive Director, Institute Toronto for Competiveness and Prosperity Carol-Ann Smith, Manager, SIG Jamil Mardukhi, Design Engineer of CN Tower Daryl Copeland, Diplomat, DFAIT Janet L. Ecker, President, TFSA David Crombie, past Toronto Mayor Jean-Marc Hachey, Author, The Big Book on David Macfarlane, writer Living and Working Overseas 49
  • 50. Jeannette Hanna, Vice President, Trajectory Lucas Malaspina, independentJeremy Hildereth, Place branding consultant designer/strategistJian Gomeshi, Radio show host, CBC Q Mark Sarner, President, Manifest ComJo-Ann Davis, President, Canadian International Marta O’Brian, Professor of ArchitectureCouncil History, U of TJoe Martin, Director of Canadian Business Mayor Miller, City of TorontoHistory, U of T Michael Adams, author, Unlikely UtopiaJoe Mihevic, City Councilor, City of Toronto Michelle Noble, Director of Marketing, WaterJoel Peters, Senior Vice President, Toronto FrontTourism Mr. Toronto, comedian, “Everybody HatesJohn Monahan, Executive Director, Mosaic Toronto”Institute Nick Lewis, Senior Advisor, City of TorontoJosh Hjartarson, Policy Director, The Mowat Nick Noorani, Founder of Immigrant MagazineCentre for Policy Innovation Peter Evans, Advisor, MarsJulia Deans, CEO, Toronto City Summit Alliance Rahul Bhardwaj, CEO, TCFKam Rathee, Special Advisor, Blakes Rana Sarkar, President, CIB-CKathy, Researcher, Diversity Institute Ryerson Ratna Omidvar, President, Maytree FoundationKevin Stolarick, Associate Director, Martin Red Wilson, CEO, Bell CanadaProsperity Institute Richard Florida, Executive Director, MartinLorna Jean Edmonds, Assistant, Vice President, ProsperityInternational Relations, U of T Rocco Rossi, Running for Toronto MayorLou Milrad, President, GTMA Roger Keil, Author, Changing Toronto Ruth Lewkowics, Director of Marketing, TRRA 50
  • 51. Stephen Chait, Director of Economic Kao, John. Innovation Nation: Free Press, 2007. BOT. City Region Report. Toronto: BOT, 2010. Development, Markham Placebrands. City Branding. Amsterdam, 2009. Terrie O’Leary, Executive Vice President, Invest Hildereth, Jeremy. "Place Branding at Arms Length." Palgrave, 2010. Toronto CIC. Open Canada. Toronto, 2010. Web. 03 June 2010 Tonya Surman, Executive Director, SIC Potter, Evan. Branding Canada. Ottawa: U of Ottawa, 2009. Umberto, Chin International Wendy Cukier, Associate Dean, Ryerson Articles and Websites Wendy Gold-OpenCity Projects “BlogTO”.Toronto, 2010. http://www.blogto.com/ . City of Toronto, Living in Toronto. And many others, sorry if we missed your http://www.toronto.ca/residents/index.htm. name, we also spoke to hundreds of City of Toronto, Visiting Toronto. http://www.toronto.ca/visitors/index.htm. anonymous citizens. Greater Toronto Marketing Alliance, Top Ten GTMA Services, 2010. http://www.greatertoronto.org/top-10- gtma-services.html.Books, guidebooks "Place Branding". Wikipedia. Anholt, Simon. Places. London: Palgrave Macmillan, 2010. <http://en.wikipedia.org/wiki/Place_branding>. Cukier, Wendy. Diverse City Counts. Toronto: The Diversity Toronto Board of Trade, Essential resources for business, Institute, 2010. 2010.http://www.bot.com/AM/Template.cfm?Section=Busi Hendley, Nate. Toronto Book of Everything. MacIntyre ness_Resources. Purcell Publishing Inc., 2009. "Toronto Life". Toronto Life Publishing Company. Macfarlane, David. Toronto: A City Becoming. Toronto: Key http://www.torontolife.com/. Porter Books, 2008. Toronto Region Research Alliance, Toronto Region at a McBridge, Jason. Utopia towards a New Toronto. Toronto: Glance, 2010. http://www.trra.ca/en/region/Ataglance.asp. Coach House Books 2006. "Toronto Unlimited”. City of Toronto, 2005. TCSA. The Greater Toronto Leadership Project: Accelerating http://www.torontounlimited.ca/. Prosperity. Toronto: Diverse City, 2009. "Tourism Toronto". Toronto Convention and Visitors Toronto Branding Project. Brand Architecture, 2004. Association. http://www.seetorontonow.com/. 51
  • 52. 52

×