How to build a City brand?

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City Brands are systemic brands. They depend on dozens of elements like: Symbols, Monuments, Transportations, People, Food, Climate, Language, Culture, Objects, Scenarios. This presentation is about creating City Brands and it was created for the IN Festival held in Lisbon in May 2013.

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How to build a City brand?

  1. 1. How to build city brandsWith TAXIS, buses,Bulls, TELEphONES, Trams,subway and coffee shops?City Branding & Tourism and Hospitalityby: Rui VenturaLisboa, 30 de Maio, 2013==
  2. 2. Do you know the 277 a/93 legislation?Rui.ventura@appm.pt
  3. 3. It transformed a valuable brand into something genericRui.ventura@appm.pt
  4. 4. Transformed the popular green & black taxis into white boring carsRui.ventura@appm.pt
  5. 5. Destroying a part of the portuguese identityRui.ventura@appm.pt
  6. 6. MemorabiliaRui.ventura@appm.pt
  7. 7. Rui.ventura@appm.pt
  8. 8. But good news: people do not forget good brandsRui.ventura@appm.pt
  9. 9. And part of this identity is being rescued.Rui.ventura@appm.ptGood news: legislation changed and its legal again to have a green & black taxi
  10. 10. Can you Imagine ny without the yellow cab?Rui.ventura@appm.pt
  11. 11. What’s a brand?Rui.ventura@appm.pt
  12. 12. VALuesPERSONALItyCULTUreEXPERIeNCeRui.ventura@appm.pt
  13. 13. HERitageSOCIEtityHIStoryCULTURelanguageRui.ventura@appm.pt
  14. 14. Taxis are imortalRui.ventura@appm.pt
  15. 15. They are celebrated by brandsRui.ventura@appm.pt
  16. 16. They inspire advertisingRui.ventura@appm.pt
  17. 17. There are more than + 10.000 taxi souvenir REFS.Generate businessRui.ventura@appm.pt
  18. 18. Can you imagine london without the black cab?Rui.ventura@appm.pt
  19. 19. They inspire artRui.ventura@appm.pt
  20. 20. Could you imagine london without the double decker bus?Rui.ventura@appm.pt
  21. 21. Rui.ventura@appm.pt
  22. 22. Or without the underground?Rui.ventura@appm.pt
  23. 23. They are part of the city brandRui.ventura@appm.pt
  24. 24. They are all over the world as merchandisingRui.ventura@appm.pt
  25. 25. That’s why We need portable and tangible icons.Rui.ventura@appm.pt
  26. 26. Could the “cacilheiro” boat be that icon?Rui.ventura@appm.pt
  27. 27. Maybe. If we don’t destroy itRui.ventura@appm.pt
  28. 28. Or, could our tram car be that icon?Rui.ventura@appm.pt
  29. 29. Rui.ventura@appm.pt
  30. 30. Guilherme Santos launched an online request to lego.Rui.ventura@appm.pt
  31. 31. If his proposal gets approvedLisbonTram will be in thehands of all children acrosstheWorld.This idea itself ismore powerful than a globaladvertising campaign, itscrowd-sourced, and its free.Rui.ventura@appm.pt
  32. 32. Other city branding elementsCity Branding & Tourism and Hospitality==
  33. 33. Do they still use this in london?Rui.ventura@appm.pt
  34. 34. Is this question relevant?Rui.ventura@appm.pt
  35. 35. The phone booth is a world iconAnd a photo scenario for all tourists.Rui.ventura@appm.pt
  36. 36. Here, we see the phone booths just as an equipmentRui.ventura@appm.pt
  37. 37. What brand is this?Rui.ventura@appm.pt
  38. 38. Rui.ventura@appm.ptOriginally it was osbourne wines, but now its spain.
  39. 39. Rui.ventura@appm.ptIt’s a multi million euro brand
  40. 40. Rui.ventura@appm.pt
  41. 41. We could easily have our own “bull brand icon”With Sandeman port brandRui.ventura@appm.pt
  42. 42. Rui.ventura@appm.pt
  43. 43. Rui.ventura@appm.ptSandeman have the potentialand the sexyness of other global brands
  44. 44. How about the paris coffee identity?Rui.ventura@appm.pt
  45. 45. HistorystylerulesRui.ventura@appm.pt
  46. 46. consistencyRui.ventura@appm.pt
  47. 47. Rui.ventura@appm.pt
  48. 48. heritageRui.ventura@appm.pt
  49. 49. Collective memoryRui.ventura@appm.pt
  50. 50. Rui.ventura@appm.ptHere, our panorama is like this…
  51. 51. Rui.ventura@appm.ptInconsistency, unconfortable
  52. 52. Rui.ventura@appm.ptcold
  53. 53. Rui.ventura@appm.ptBut we have good examples from our heritage
  54. 54. Rui.ventura@appm.pt
  55. 55. Mestre gonçalo rodrigues dos santosRui.ventura@appm.pt
  56. 56. Rui.ventura@appm.ptCreated the “gonçalo chair” in the 30’s
  57. 57. Comercialized by: ARCAloFrom the 30’s to the 50’sDurable and stackable100% portuguese DesignRui.ventura@appm.pt
  58. 58. The choice is ours: do we change or surrender to plastic?Rui.ventura@appm.pt
  59. 59. City brands are built withconsistency, with a systemicapproach. Its like a collage ofproducts and brands thatare build on culture,heritage and icons.Conclusions:==Lisboa, 30 de Maio, 2013by: Rui Ventura

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