2010 02 Lyon

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the why & how about Destination Branding & Tribal Marketing to the audience of EUROCITIES

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2010 02 Lyon

  1. 1. Lyon - février 2010 Urban Identity Pr. andré vrydagh
  2. 2. image radio web 2.0 TV newspages magazines identity
  3. 3. values sciences sustainable green historical figures lifestyle sports identity
  4. 4. experiences schools shopping services mobility events gardens bikers night life gastronomy identity
  5. 5. <ul><li>with so much </li></ul><ul><li>of too much … </li></ul><ul><li>how to build your </li></ul>identity urban identity ?
  6. 6. Urban Places <ul><li>identity </li></ul><ul><li>attractiveness </li></ul><ul><li>branding </li></ul>3 steps need a new language
  7. 7. 1. identity
  8. 8. building identity   identity roots sense emotions
  9. 9. how ? <ul><li>books & media </li></ul><ul><li>group discussions / thematics </li></ul><ul><li>interviews / key personalities </li></ul><ul><li>blogs / residents </li></ul>identity hearing !
  10. 10. <ul><li>visuel </li></ul><ul><li>psychologique </li></ul><ul><li>symbolique </li></ul>1st step = roots what kind of Place ? identity
  11. 11. 2nd step = sense what makes the Place different ? identity
  12. 12. 3rd step = emotions how does the Place make me feel ? identity
  13. 13. 2. attractiveness
  14. 14. building attractiveness   identity +points language
  15. 15. how ? <ul><li>identity choice </li></ul><ul><li>sectorial partnership </li></ul><ul><li>competitive advantages </li></ul>identity teaming !
  16. 16. 1st choice : from identity to personality <ul><li>people </li></ul><ul><li>in the air </li></ul><ul><li>icons </li></ul>attractiveness
  17. 17. 2 nd choice : from identity to +points <ul><li>mobility </li></ul><ul><li>climate </li></ul><ul><li>services </li></ul>attractiveness
  18. 18. 3rd choice : from identity to language investors cultural freaks gourmets congress hitec attractiveness
  19. 19. 3. branding
  20. 20. building branding   identity attractiveness branding
  21. 21. how ? <ul><li>roots </li></ul><ul><li>stories </li></ul><ul><li>colours </li></ul>identity focussing !
  22. 22. your Village European because you will want to be part of this happy city because this small green city has a world reputation    because association with Europe makes life difficult for competitors branding Brussels,
  23. 23. <ul><li>1. urban identity </li></ul><ul><li>2. Place attractiveness </li></ul><ul><li>3. branding </li></ul>
  24. 24. <ul><li>attractiveness - CEO </li></ul><ul><li>public </li></ul>Place new language 
  25. 25. <ul><li>USE - managers </li></ul><ul><li>public/private teams </li></ul>city new organisation 
  26. 26. roots
  27. 27. <ul><li>my European Village </li></ul><ul><li>my world city </li></ul><ul><li>cools </li></ul>stories
  28. 28. colour scheme
  29. 29. yestertay postcards discount noise  
  30. 30. tomorow jobs urban identity melody  
  31. 31. andre@andrebranding.eu www.andrebranding.eu www.linkedin.com/in/andrebranding

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