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Milano
20 Febbraio 2015

Forum Brand Milano

ltalial Europa
Città laboratori identitari

Roberto Grandi

Università di Bol...
;1 Ilxglr:  Ti" ‘. -:': |IITI 1g ì'i' fiat; 

Identificazione delle caratteristiche più
significative (tangibili e intangi...
ì-‘r iliglsiarzi Tlw ì. ‘-; '=J vili;  Lvwìuit: 

«n:  ‘m4 ‘ vwrvcl  a. ‘ I I '15 ‘da —.  ‘r!  D '44 ‘Ml
g I  r| .- . . | ...
n ll igiln Tiw nei vili,  1"l'l=4‘-2
l» "m ti" 3-‘ ‘rami ‘m  ; .—-

‘*_: ;_ I" ': “j'i l ‘Ifill 'il': |l I‘ "I ‘lai IÎÎW : ...
I tratti identitari nel briefing

per un logo capace di esprimere
l'identità della città

 

o l portici (sinestesia) non ...
-i Il!  I ‘d ll Ital" rtigîìrilsgngigi;  :| _ I= -I l: 
J: 

‘îl ‘ll- l'x-addì I litri":  Il u! ‘ ‘e ln" il

Vincitori:  M...
Il progetto
Gestione del Brand

 

Destination Management Organization
(Bologna Welcome)

Visitor and Participatory Center
(Urban Cent...
La comunicazione

del Comune

 

 
 

Città Metropolitana Sviluppo economico Benessere Scuola
è Bologna è Bologna è Bologn...
Grazie
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Forum Brand Milano - Italia/Europa Città laboratori identitari - Bologna City Branding Project - Roberto Grandi

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Forum Brand Milano - Italia/Europa Città laboratori identitari - Bologna City Branding Project - Roberto Grandi

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Forum Brand Milano - Italia/Europa Città laboratori identitari - Bologna City Branding Project - Roberto Grandi

  1. 1. Milano 20 Febbraio 2015 Forum Brand Milano ltalial Europa Città laboratori identitari Roberto Grandi Università di Bologna Coordinatore Bologna City Branding
  2. 2. ;1 Ilxglr: Ti" ‘. -:': |IITI 1g ì'i' fiat; Identificazione delle caratteristiche più significative (tangibili e intangibili) della identità di Bologna Definizione del posizionamento della città Identificazione delle strutture narrative per raccontare l'identità della città insieme/ ai residenti e ai visitatori.
  3. 3. ì-‘r iliglsiarzi Tlw ì. ‘-; '=J vili; Lvwìuit: «n: ‘m4 ‘ vwrvcl a. ‘ I I '15 ‘da —. ‘r! D '44 ‘Ml g I r| .- . . | .., r_. _ 1.4'Η a. e i324‘ n.11: mi; ‘talk: ‘i’ 1 n i‘; i: Il BCBP ha dedicato I primi 8 mesi a ricerche approfondite sulla a) immagine percepita di Bologna da parte dei residenti, del pubblico nazionale e internazionale b) sulla immagine desiderata. La percezione dell'immagine di Bologna: o Un questionario a un campione di 400 visitatori di Bologna negli ultimi 10 anni (Ottobre 2012- Febbraio 2013) - Ri-analisi delle numerose ricerche portate avanti sulla percezione da parte dei residenti o “Reputational”/ "Sentiment” analysis della presenza di Bologna in rete analizzando 20000 min-itesti correlati alla parola Bologna sul web tra dicembre e febbraio 2013
  4. 4. n ll igiln Tiw nei vili, 1"l'l=4‘-2 l» "m ti" 3-‘ ‘rami ‘m ; .—- ‘*_: ;_ I" ': “j'i l ‘Ifill 'il': |l I‘ "I ‘lai IÎÎW : 7 Focus Groups con 90 testimoni significativi (Gennaio — Febbraio 2013) #Caroamicotiinvito — concorso online (Marzo 2013) I risultati di due anni di lavori sul Piano Strategico Metropolitano
  5. 5. I tratti identitari nel briefing per un logo capace di esprimere l'identità della città o l portici (sinestesia) non le 2 Torri (senso della vista) Elemento tangibile o Real city o Città aperta, non musealizzata, senza costrizioni o percorsi obbligati (eccellenze diffuse) o Possibilità di vivere e portare avanti esperienze personali (sia i residenti che i visitatori) autentiche secondo le proprie Aspirazioni. o Il racconto della città come racconto plurale al quale partecipano i soggetti che si riconoscono nella comunità (tra cui l'amministrazione comunale, le altre istituzioni, le organizzazioni, i singoli)
  6. 6. -i Il! I ‘d ll Ital" rtigîìrilsgngigi; :| _ I= -I l: J: ‘îl ‘ll- l'x-addì I litri": Il u! ‘ ‘e ln" il Vincitori: Matteo Bartoli e Michele Pastore “. ..hanno saputo interpretare il briefing in tutte le sue richieste proponendo un sistema di identità dinamico e aperto in grado di innescare processi partecipativi con tutta la popolazione bolognese, i visitatori e le sue istituzioni. Il sistema, proponendo un codice aperto, mette al centro della comunicazione, quale soggetto principale, il cittadino e propone la città di Bologna, non solo come architettura e spazio fisico, bensì quale risultato di una sommatoria fatta di individui, aziende, storie, idee, visioni. non si limita a proporre un sistema identitario visibile attraverso una proposta solamente grafica ma propone uno sviluppo completo di tutti gli artefatti on-line e off-line. Pur nella complessità del concept, il progetto si presenta di facile accesso, utilizzabile da chiunque, di qualsiasi età, genere, cultura. . “
  7. 7. Il progetto
  8. 8. Gestione del Brand Destination Management Organization (Bologna Welcome) Visitor and Participatory Center (Urban Center Bologna)
  9. 9. La comunicazione del Comune Città Metropolitana Sviluppo economico Benessere Scuola è Bologna è Bologna è Bologna è Bologna Cultura Sostenibilità Innovazione civica Cura della città è Bologna è Bologna è Bologna ò Bologna
  10. 10. Grazie

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