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On City Branding

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On City Branding

  1. 1. City Branding
  2. 2. It’s about Emotion It’s about Experience It’s about Aesthetics It’s about History It’s about Trust It’s about Aspiration It’s about Targeting It’s about Consistency It’s the FUTURE What is a brand?
  3. 3. Top 10 ways to derail your brand <ul><li>Make your brand just about a logo and tagline </li></ul><ul><li>Proceed without research </li></ul><ul><li>Ignore your culture and heritage focusing solely on your aspiration </li></ul><ul><li>Engage the press for the first time during the unveiling </li></ul><ul><li>Have a huge unveiling and ask for feedback before you implement </li></ul><ul><li>Apply strict controls for usage by private sector and other public agencies </li></ul><ul><li>Make your brand strategy available to the public before implementation </li></ul><ul><li>Have your community vote among several logo choices </li></ul><ul><li>Appoint a large stakeholder group to approve creative development </li></ul><ul><li>Make a contest of creating your community’s slogan </li></ul>
  4. 4. Perception How is your city perceived? Who &quot;owns&quot; 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. Community Brand Print <ul><li>Brand Essence (reason for being) </li></ul><ul><li>Brand Values (guiding principles) </li></ul><ul><li>Brand Truths (help deliver the promise) </li></ul><ul><li>Brand Promise (what can you provide that other’s cannot) </li></ul><ul><li>Brand Benefits (consumer appeal) </li></ul><ul><li>Brand Personality (tonality) </li></ul><ul><li>Brand Platform Statement </li></ul>Insights
  8. 8. Barriers What obstacles are standing in our way? 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 will support our 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. Community Brand Print <ul><li>Brand Concepts: different creative concepts for communicating your brand </li></ul><ul><li>Brand Identity Guide: distinct options for bringing the approved brand concept to life </li></ul><ul><li>Brand Assimilation and Culturalization </li></ul>Imagination
  14. 14. Our principles <ul><li>Innovative & informal </li></ul><ul><li>Collaborative & inclusive </li></ul><ul><li>Holistic & comprehensive </li></ul><ul><li>Value focused & results </li></ul><ul><li>driven </li></ul><ul><li>We elicit ideas, never impose views </li></ul><ul><li>Customized solutions not formulaic responses </li></ul>
  15. 15. Key success indicators <ul><li>New jobs </li></ul><ul><li>Higher average wages </li></ul><ul><li>New startups </li></ul><ul><li>New taxpayers </li></ul><ul><li>New advertising </li></ul><ul><li>New visitors </li></ul><ul><li>New culture and image </li></ul><ul><li>International connections </li></ul><ul><li>More knowledge </li></ul>
  16. 16. The outcomes and deliverables <ul><li>Analysis </li></ul><ul><li>Ideas </li></ul><ul><li>Road map </li></ul><ul><li>Master plan </li></ul><ul><li>Benchmark </li></ul><ul><li>Process design </li></ul><ul><li>Implementation </li></ul><ul><li>Process management </li></ul><ul><li>Monitoring </li></ul><ul><li>Communication of results </li></ul>

Editor's Notes

  • Lynchburg
  • Don
  • Relevant and distinct

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