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How to build a City brand?

How to build a City brand?



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 ...

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? How to build a City brand? Presentation Transcript

    • 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==
    • Do you know the 277 a/93 legislation?Rui.ventura@appm.pt
    • It transformed a valuable brand into something genericRui.ventura@appm.pt
    • Transformed the popular green & black taxis into white boring carsRui.ventura@appm.pt
    • Destroying a part of the portuguese identityRui.ventura@appm.pt
    • MemorabiliaRui.ventura@appm.pt
    • Rui.ventura@appm.pt
    • But good news: people do not forget good brandsRui.ventura@appm.pt
    • 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
    • Can you Imagine ny without the yellow cab?Rui.ventura@appm.pt
    • What’s a brand?Rui.ventura@appm.pt
    • VALuesPERSONALItyCULTUreEXPERIeNCeRui.ventura@appm.pt
    • HERitageSOCIEtityHIStoryCULTURelanguageRui.ventura@appm.pt
    • Taxis are imortalRui.ventura@appm.pt
    • They are celebrated by brandsRui.ventura@appm.pt
    • They inspire advertisingRui.ventura@appm.pt
    • There are more than + 10.000 taxi souvenir REFS.Generate businessRui.ventura@appm.pt
    • Can you imagine london without the black cab?Rui.ventura@appm.pt
    • They inspire artRui.ventura@appm.pt
    • Could you imagine london without the double decker bus?Rui.ventura@appm.pt
    • Rui.ventura@appm.pt
    • Or without the underground?Rui.ventura@appm.pt
    • They are part of the city brandRui.ventura@appm.pt
    • They are all over the world as merchandisingRui.ventura@appm.pt
    • That’s why We need portable and tangible icons.Rui.ventura@appm.pt
    • Could the “cacilheiro” boat be that icon?Rui.ventura@appm.pt
    • Maybe. If we don’t destroy itRui.ventura@appm.pt
    • Or, could our tram car be that icon?Rui.ventura@appm.pt
    • Rui.ventura@appm.pt
    • Guilherme Santos launched an online request to lego.Rui.ventura@appm.pt
    • 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
    • Other city branding elementsCity Branding & Tourism and Hospitality==
    • Do they still use this in london?Rui.ventura@appm.pt
    • Is this question relevant?Rui.ventura@appm.pt
    • The phone booth is a world iconAnd a photo scenario for all tourists.Rui.ventura@appm.pt
    • Here, we see the phone booths just as an equipmentRui.ventura@appm.pt
    • What brand is this?Rui.ventura@appm.pt
    • Rui.ventura@appm.ptOriginally it was osbourne wines, but now its spain.
    • Rui.ventura@appm.ptIt’s a multi million euro brand
    • Rui.ventura@appm.pt
    • We could easily have our own “bull brand icon”With Sandeman port brandRui.ventura@appm.pt
    • Rui.ventura@appm.pt
    • Rui.ventura@appm.ptSandeman have the potentialand the sexyness of other global brands
    • How about the paris coffee identity?Rui.ventura@appm.pt
    • HistorystylerulesRui.ventura@appm.pt
    • consistencyRui.ventura@appm.pt
    • Rui.ventura@appm.pt
    • heritageRui.ventura@appm.pt
    • Collective memoryRui.ventura@appm.pt
    • Rui.ventura@appm.ptHere, our panorama is like this…
    • Rui.ventura@appm.ptInconsistency, unconfortable
    • Rui.ventura@appm.ptcold
    • Rui.ventura@appm.ptBut we have good examples from our heritage
    • Rui.ventura@appm.pt
    • Mestre gonçalo rodrigues dos santosRui.ventura@appm.pt
    • Rui.ventura@appm.ptCreated the “gonçalo chair” in the 30’s
    • Comercialized by: ARCAloFrom the 30’s to the 50’sDurable and stackable100% portuguese DesignRui.ventura@appm.pt
    • The choice is ours: do we change or surrender to plastic?Rui.ventura@appm.pt
    • 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