City Branding
What is a brand?

It’s about Emotion
It’s about Experience
It’s b
I ’ about Aesthetics
           A hi
It’s about History
...
Top 10 ways to derail your brand
1. Make your brand just about a logo and tagline
2. Proceed without research
3.
3 Ignore ...
Perception


How is your city p
       y       y perceived?

Who quot;ownsquot; the image?

What is the unique value
propo...
Are you future proof?


Have you got a strategy for

moving the city forward?



Is it organized and

coordinated?

Across...
Hidden assets


What are the hidden
assets?

How can they create an
uplift?

How much leverage do
you get?
Insights
         Community Brand Print
Brand Essence (reason for being)

Brand Values (guiding principles)

Brand Truths ...
Barriers



What obstacles are
standing in our way?
       g          y

How are we going to
bypass them?
Payout

What do we gain if we
become the vision?

How much does inaction
cost?

How much risk can you
stand?

How much is ...
Stakeholders


Who ill
Wh will support our
              t
efforts?

Who gains?

Who loses?
Resources



What resources do we need
to create a better future?

How do we create them?
Tic Toc


How big is our window of
opportunity?

What are our milestones
and what activities
activities
are linked to them...
Imagination

           Community Brand Print

Brand Concepts: different creative concepts for
  communicating your brand
...
Our principles

• Innovative & informal

• Collaborative & inclusive

• Holistic & comprehensive

• Value focused & result...
Key success indicators

•N
 New j b
     jobs
• Higher average wages
• New startups
• New taxpayers
• New advertising
• Ne...
The outcomes and deliverables

1.
1     Analysis
      Ali
2.    Ideas
3.
3     Road
      R d map
4.    Master plan
5.
5 ...
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20090115 On City Branding

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Infosphere starter pack on City Branding services. Contact opcenter@infosphere.se for more information.

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Transcript of "20090115 On City Branding"

  1. 1. City Branding
  2. 2. What is a brand? It’s about Emotion It’s about Experience It’s b I ’ about Aesthetics A hi It’s about History It’s b t T It’ about Trustt It’s about Aspiration It’s b t T It’ about Targeting ti It’s about Consistency It’s the FUTURE
  3. 3. Top 10 ways to derail your brand 1. Make your brand just about a logo and tagline 2. Proceed without research 3. 3 Ignore your culture and heritage focusing solely on your aspiration 4. Engage the press for the first time during the unveiling 5. 5 Have a huge unveiling and ask for feedback before you implement 6. Apply strict controls for usage by private sector and other public agencies 7. Make your brand strategy available to the public before implementation 8. 8 Have your community vote among several logo choices 9. Appoint a large stakeholder group to approve creative development 10. Make 10 M k a contest of creating your community’s slogan ttf ti it ’ l
  4. 4. Perception How is your city p y y perceived? Who quot;ownsquot; the image? What is the unique value proposition? Is your city ”lovable”? Why? Who does not think so?
  5. 5. Are you future proof? Have you got a strategy for moving the city forward? Is it organized and coordinated? Across all departments?
  6. 6. Hidden assets What are the hidden assets? How can they create an uplift? How much leverage do you get?
  7. 7. Insights Community Brand Print Brand Essence (reason for being) Brand Values (guiding principles) Brand Truths (h l d li B d T th (help deliver the promise) th i) Brand Promise (what can you provide that other’s cannot) Brand Benefits (consumer appeal) Brand Personality (tonality) Brand Platform Statement
  8. 8. Barriers What obstacles are standing in our way? g y How are we going to bypass them?
  9. 9. Payout What do we gain if we become the vision? How much does inaction cost? How much risk can you stand? How much is your future worth?
  10. 10. Stakeholders Who ill Wh will support our t efforts? Who gains? Who loses?
  11. 11. Resources What resources do we need to create a better future? How do we create them?
  12. 12. Tic Toc How big is our window of opportunity? What are our milestones and what activities activities are linked to them? How long should we wait?
  13. 13. Imagination Community Brand Print Brand Concepts: different creative concepts for communicating your brand Brand Identity Guide: distinct options for bringing the approved brand concept to life Brand Assimilation and Culturalization
  14. 14. Our principles • Innovative & informal • Collaborative & inclusive • Holistic & comprehensive • Value focused & results driven • We elicit ideas, never impose views • Customized solutions not formulaic responses
  15. 15. Key success indicators •N New j b jobs • Higher average wages • New startups • New taxpayers • New advertising • New visitors • New culture and image •I t International connections ti l ti • More knowledge
  16. 16. The outcomes and deliverables 1. 1 Analysis Ali 2. Ideas 3. 3 Road R d map 4. Master plan 5. 5 Benchmark B h k 6. Process design 7. 7 Implementation Il t ti 8. Process management 9. 9 Monitoring M it i 10. Communication of results

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