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The Brand of the City

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The Brand of the City

  1. 1. THE BRAND OF THE CITY RESONANCE
  2. 2. PLACES ARE OUR PASSION _
  3. 3. PLACES CREATE INSPIRATION _
  4. 4. PLACES CREATE ENERGY _
  5. 5. PLACES CREATE CONNECTIONS _
  6. 6. PLACES CREATE PROSPERITY _
  7. 7. ABOUT US _ RESONANCE CONSULTANCY CREATES DEVELOPMENT STRATEGIES, PLANS, POLICIES AND BRANDS THAT SHAPE THE FUTURE OF DESTINATIONS AND COMMUNITIES AROUND THE WORLD.
  8. 8. VANCOUVER _
  9. 9. REPUBLIC OF IRELAND _
  10. 10. ARUBA _
  11. 11. CINCINNATI _
  12. 12. HAITI _
  13. 13. PLACE _ HOW DO YOU MEASURE THE QUALITY AND COMPETITIVE IDENTITY OF ONE PLACE TO ANOTHER?
  14. 14. PLACE _ RESONANCE CONSULTANCY HAS ANALYZED AND BENCHMARKED 236 CITIES IN AN EFFORT TO ANSWER THIS QUESTION.
  15. 15. THE BRAND OF THE CITY _ - The key factors that shape the “brand” of a city today - A new approach for evaluating the competitive strengths and weaknesses of a destination - A recommended model for the integrated development and management of a city’s competitive identity
  16. 16. WHAT IS PLACE? _
  17. 17. PLACES OF ALL SIZES COMPETE FOR TALENT, MEETINGS, TOURISTS, AND INVESTMENT _
  18. 18. THE PERCEIVED IDENTITY OF A PLACE HAS HISTORICALLY BEEN DEFINED BY HARDWARE: ATTRACTIONS, LANDMARKS, GEOGRAPHY, OR INDUSTRIES.
  19. 19. DETROIT _
  20. 20. MACAU _
  21. 21. ROME _
  22. 22. VANCOUVER _
  23. 23. BUT THE MORE FREELY PEOPLE AND CAPITAL MOVE AROUND THE WORLD, THE MORE IMPORTANT A HOLISTIC CITY IDENTITY OR “BRAND” BECOMES IN DETERMINING WHERE TALENT, TOURISM, MEETINGS AND INVESTMENT FLOWS.
  24. 24. ESTIMATED VALUE OF COCA-COLA’S “BRAND” IS $79.2 BILLION - INTERBRAND 2013
  25. 25. BRAND EQUITY _ Brand Equity is “the set of assets and liabilities linked to a brand’s name and symbol that adds or subtracts from the value provided by a product or service to a firm and/or that firm’s customers.” David Aaker, Managing Brand Equity
  26. 26. A CITY’S BRAND IS ABOUT MUCH MORE THAN A LOGO OR A SYMBOL. IT’S A POSITIONING STRATEGY TO ATTRACT SPECIFIC TYPES OF TALENT, TOURISM AND INVESTMENT.
  27. 27. THE IDENTITY OF A CITY IS SHAPED BY MANY MORE FACTORS THAN THAT OF A CONSUMER PRODUCT OR SERVICE.
  28. 28. IN 2014, RESONANCE INTERVIEWED 1,200 “MOBILE” MILLENNIALS AND ASKED THEM WHAT THEY LOOK FOR IN A PLACE TO VISIT OR LIVE.
  29. 29. A PLACE TO VISIT _ 1. Safety 2. Cost 3. Favorable climate 4. Scenery and nature 5. Opportunities to learn 6. Easily accessible by plane 7. Good cultural attractions 8. Fun attractions 9. Exciting city environment 10. Close to beach/access to water
  30. 30. A PLACE TO VISIT _ 1. Safety 2. Cost 3. Favorable climate 4. Scenery and nature 5. Opportunities to learn 6. Easily accessible by plane 7. Good cultural attractions 8. Fun attractions 9. Exciting city environment 10. Close to beach/access to water A PLACE TO LIVE _ 1. Safety 2. Housing affordability 3. Job opportunities 4. Scenery and nature 5. Favorable climate 6. Time to commute to work 7. Quality of restaurants 8. Quality of parks and recreation 9. Average wages and income 10. Quality and variety of shopping
  31. 31. “THE PROBLEM IS NOT SO MUCH TO BRAND THE CITY, BUT TO MAKE THE CITY INTO A BETTER CITY, A CLEANER CITY, A MORE CARING CITY – A CITY WITH SOME INTERESTING THINGS TO SEE AND DO.” - PHILIP KOTLER, Author of Marketing Places
  32. 32. PLACE EQUITY _ Place Equity is the set of assets and liabilities linked to a city’s name and identity that adds or subtracts from the perceived attractiveness of a community as a place to live, meet, visit and invest.
  33. 33. WHAT ASSETS AND LIABILITIES ARE IMPORTANT TO DETERMINE A CITY’S PLACE EQUITY?
  34. 34. PLACE EQUITY IS MEASURED BY 24 FACTORS GROUPED INTO 6 CATEGORIES. _ 1. Place: Perceived quality of a community’s natural and built environment 2. Product: A community’s key institutions, attractions and infrastructure 3. Programming: The arts, culture and entertainment in a community’s 4. People: Educational attainment, immigration and diversity of a community 5. Prosperity: Employment, income, poverty and companies 6. Promotion: Quantity of articles, references and recommendations online
  35. 35. MEASURES TO BENCHMARK PLACES ON QUANTITATIVE FACTORS SUCH AS CRIME AND EMPLOYMENT ARE READILY AVAILABLE, BUT HOW DO YOU MEASURE THE QUALITY OF FACTORS SUCH AS RESTAURANTS, ARTS, AND NIGHTLIFE?
  36. 36. SOCIAL MEDIA CHANNELS SUCH AS TRIP ADVISOR AND YELP CONTAIN MORE THAN 270 MILLION CONSUMER GENERATED RATINGS AND REVIEWS FOR HUNDREDS OF THOUSANDS OF PLACES AND EXPERIENCES AROUND THE WORLD.
  37. 37. OUR APPROACH TO MEASURING THE RELATIVE PLACE EQUITY OF ONE PLACE TO ANOTHER IS TO UTILIZE A COMBINATION OF CORE STATISTICS AND CONSUMER GENERATED RATINGS AND REVIEWS.
  38. 38. PERCEIVED QUALITY OF A COMMUNITY’S NATURAL AND BUILT ENVIRONMENT PLACE _
  39. 39. PLACE _ - Average air quality index - Average number of sunny days - Crime rate - Number of very good or excellent neighborhoods and landmarks recommended by locals and visitors - Number of very good or excellent parks and outdoor activities recommended by locals and visitors
  40. 40. BEIJING _
  41. 41. BEIJING _
  42. 42. BEIJING _
  43. 43. PLACE _ PLACEMAKING CREATES A SENSE OF PLACE, CONNECTION, AND AN EMOTIONAL ATTACHMENT TO A DESTINATION.
  44. 44. TIMES SQUARE 1983 _
  45. 45. TIMES SQUARE 2013 _
  46. 46. THE POWER OF PLACE _ Chart from page 38 NorthVan Prezi
  47. 47. PRODUCT _ A COMMUNITY’S KEY INSTITUTIONS, ATTRACTIONS AND INFRASTRUCTURE
  48. 48. PRODUCT _ - Ranking of top local university - Number of direct destinations served by airport - Size of convention center - Number of very good or excellent attractions and amusements recommended by locals and visitors - Number of very good or excellent museums and fine arts institutions recommended by locals and visitors - Number of major league sports teams
  49. 49. PRODUCT _ PRODUCT DEVELOPMENT IS THE CREATION OF INSTITUTIONS, INFRASTRUCTURE AND ATTRACTIONS THAT DRAW RESIDENTS, VISITORS OR BOTH TO A PLACE.
  50. 50. BILBAO _
  51. 51. MONTHLY OVERNIGHT STAYS OF FOREIGN VISITORS IN THE PROVINCE OF BISCAY JAN 1980 TO DEC 2010
  52. 52. PROGRAMMING _ THE ARTS, CULTURE AND ENTERTAINMENT IN A COMMUNITY
  53. 53. PROGRAMMING _ - Number of very good or excellent culinary experiences - Number of very good or excellent shopping experiences - Number of very good or excellent culture and performing arts experiences - Number of very good or excellent places to eat & drink - Number of very good or excellent nightlife experiences
  54. 54. PROGRAMMING _ PROGRAMMING IS THE SOFTWARE OF EVENTS AND CULTURE THAT FOSTER BOTH IDENTITY AND CONNECTION TO PLACE.
  55. 55. PORTLAND, OR _
  56. 56. PORTLAND, OR _ Annual Growth since 2000 25 - 34 years
  57. 57. PEOPLE _ EDUCATIONAL ATTAINMENT, IMMIGRATION AND DIVERSITY OF A COMMUNITY
  58. 58. PEOPLE _ - Population with bachelor’s degree or higher - Percentage of foreign-born population - Percentage of population that speaks a language other than English
  59. 59. PEOPLE _ DIVERSITY IS NO LONGER ABOUT ATTRACTING NICHE MARKETS, BUT MAKING A DESTINATION APPEALING TO THE WORLD AT LARGE.
  60. 60. INDIANA _
  61. 61. PROSPERITY _ THE RELATIVE WEALTH OF A COMMUNITY
  62. 62. PROSPERITY _ − Unemployment rate − Poverty rate − Average household income − Number of major corporate headquarters
  63. 63. PROSPERITY _ PLACEMAKING, PRODUCT DEVELOPMENT, PROGRAMMING AND DIVERSITY ARE THE KEYS TO PROSPERITY IN THE 21ST CENTURY.
  64. 64. VANCOUVER _
  65. 65. VANCOUVER _
  66. 66. VANCOUVER _
  67. 67. VANCOUVER _
  68. 68. PROMOTION _ HOW MUCH DOES THE WORLD TALK ABOUT YOU?
  69. 69. PROMOTION _ − Number of Google search results for each city
  70. 70. LYON _
  71. 71. LYON _
  72. 72. LYON _
  73. 73. LYON _
  74. 74. Chart page 48 Power of Place Prezi LYON _
  75. 75. PROMOTION _ PROMOTION SHOULD BE BASED ON AND INFORMED BY AN UNDERSTANDING OF THE DIFFERENTIATING CHARACTERISTICS OF YOUR DESTINATION’S PLACE, PRODUCT, PROGRAMMING, PEOPLE AND PROSPERITY.
  76. 76. PARIS _ PLACE PRODUCT PROGRAMMING PEOPLE PROSPERITY PROMOTION
  77. 77. ZURICH _ PLACE PRODUCT PROGRAMMING PEOPLE PROSPERITY PROMOTION
  78. 78. BERLIN _ PLACE PRODUCT PROGRAMMING PEOPLE PROSPERITY PROMOTION
  79. 79. VIENNA _ PLACE PRODUCT PROGRAMMING PEOPLE PROSPERITY PROMOTION
  80. 80. BARCELONA _ PLACE PRODUCT PROGRAMMING PEOPLE PROSPERITY PROMOTION
  81. 81. NEW YORK _ PLACE PRODUCT PROGRAMMING PEOPLE PROSPERITY PROMOTION
  82. 82. SAN FRANCISCO _ PLACE PRODUCT PROGRAMMING PEOPLE PROSPERITY PROMOTION
  83. 83. BOSTON _ PLACE PRODUCT PROGRAMMING PEOPLE PROSPERITY PROMOTION
  84. 84. PORTLAND, OR _ PLACE PRODUCT PROGRAMMING PEOPLE PROSPERITY PROMOTION
  85. 85. HOUSTON _ PLACE PRODUCT PROGRAMMING PEOPLE PROSPERITY PROMOTION
  86. 86. TOP 15 U.S. CITIES _ 1. New York 2. Los Angeles 3. San Francisco 4. Chicago 5. Boston 6. San Diego 7. Dallas-Fort Worth 8. Miami 9. Portland, OR 10. Washington, DC 11. Orange County 12. Denver 13. San Jose 14. Las Vegas 15. Seattle
  87. 87. TOP 15 US CITIES _ TOP 15 EU CITIES _ 1. London 2. Paris 3. Rome 4. Berlin 5. Amsterdam 6. Barcelona 7. Madrid 8. Zurich 9. Frankfurt 10. Munich 11. Vienna 12. Prague 13. Dublin 14. Warsaw 15. Milan 1. New York 2. Los Angeles 3. San Francisco 4. Chicago 5. Boston 6. San Diego 7. Dallas-Fort Worth 8. Miami 9. Portland, OR 10. Washington, DC 11. Orange County 12. Denver 13. San Jose 14. Las Vegas 15. Seattle
  88. 88. BUSINESS MUNICIPALITY CVB EDODMO COMMUNITY
  89. 89. PROCESS _ POSITIONING AND DEVELOPMENT OF A CITY SHOULD BE ALIGNED BETWEEN MUNICIPAL GOVERNMENTS, BUSINESS, COMMUNITY, ECONOMIC DEVELOPMENT AUTHORITIES, AND CONVENTION AND VISITOR BUREAUS.
  90. 90. PLACE _ WHAT DIFFERENTIATES YOUR CITY’S PHYSICAL SENSE OF PLACE AND WHAT PLACEMAKING INITIATIVES WOULD SUPPORT THAT IDENTITY?
  91. 91. PRODUCT _ WHAT DIFFERENTIATES YOUR PRODUCT OFFERING AND WHAT ADDITIONAL PRODUCT DEVELOPMENT INITIATIVES WOULD SUPPORT THAT IDENTITY?
  92. 92. PROGRAMMING _ WHAT INTANGIBLE FACTORS AND EXPERIENCES DIFFERENTIATE YOUR CITY AND HOW SHOULD THOSE CHARACTERISTICS BE SUPPORTED AND DEVELOPED?
  93. 93. PEOPLE _ WHAT DIFFERENTIATES THE PEOPLE IN YOUR COMMUNITY AND WHAT SHOULD BE DONE TO MAINTAIN/IMPROVE ITS DIVERSITY?
  94. 94. PROSPERITY _ WHAT DIFFERENTIATES YOUR CITY’S ECONOMY AND WHAT SHOULD BE DONE TO MAINTAIN/ IMPROVE THE ECONOMIC RESILIENCY OF YOUR COMMUNITY?
  95. 95. PROMOTION _ PROMOTION SHOULD BE BASED ON AND INFORMED BY AN UNDERSTANDING OF THE DIFFERENTIATING CHARACTERISTICS OF YOUR DESTINATION’S PLACE, PRODUCT, PROGRAMMING, PEOPLE AND PROSPERITY.
  96. 96. PROCESS _ DEVELOPED BASED ON A PARTNERSHIP BETWEEN GOVERNMENT, BUSINESS, COMMUNITY, AND TOURISM STAKEHOLDERS IN YOUR CITY.
  97. 97. BUSINESS MUNICIPALITY CVB EDODMO COMMUNITY
  98. 98. THANK-YOU! _ Resonance Consultancy Vancouver | New York www.resonanceco.com @resonanceco Chris Fair, President cfair@resonanceco.com @crfair

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