A LEAN START UP COMMUNICATIVE MODEL FOR BRANDING ATHENS
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Τhe economic crisis in Greece in recent years, combined with the weakness or non-selection for a form of a national strategy that is consistent with international developments, has negatively ...
Τhe economic crisis in Greece in recent years, combined with the weakness or non-selection for a form of a national strategy that is consistent with international developments, has negatively affected the Athens role in the international trend, that is followed by most cities abroad. But the emerging initiatives like the Re-launching Athens project, the Re- think project, the Niarchos project, the awarded start ups, the volunteerism, the creativity of the cultural sector are elements and actions which reveal that Athens is following global trends and starts to form a role .
We have action with participative collaboration and we have values and we have also cultural venues to enjoy.
That is now our story and we ought to promote it.
But is this the competitive advantage of Athens?
The advantage of the city is that it forms gradually a cluster of culture, of creative start ups and of volunteering participation.
In order our story to be unfolded—and that will not happen in a glance– we need our people to believe in it, because they are our ambassadors. According to Charles Landry, “creativity is the backbone of the city, and the critical resource is their people. It is the intelligence, the vitality, the imagination and most of all the creativity of people that feed the history. Indeed, the intensity of this creative power and its exploitation, is the key that will determine the progress and manage the sustainability of each city”.
Referring to our people, the Athenians of the center and of the periphery we provoke them to explore the possibilities of Athens. Exploring this possibilities, we believe that they will create a new perception about their city and gradually they will be much more involved to the project, not only through volunteering actions but participate with the completion of them, either working, either promoting the identity or proposing further actions.
Referring to the global community, we invite them to explore the possibilities of Athens, to observe the changes, to understand that the city is open to opportunities for creation, for investments, for delight. Rome, Istanbul, Berlin and Barcelona are great places but Athens is something more.
Anything could happen in this city.
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