This document discusses city branding and urban development. It argues that city branding should not be viewed as a temporary trend but rather as a vehicle for innovation. Effective city branding grows from a city's roots by emphasizing differentiation, authenticity, and co-branding relationships between cities and commercial brands. When done right, city branding can help attract talent, technology, and diversity to a city while strengthening its unique identity.

1. Master in City Sciences
City branding and urban development
Temporary fashion or vehicle for innovation?
Gildo Seisdedos
Director of Madrid Global Chair in Urban Strategy
Technical Director mercoCIUDAD
Professor
IE Business School
Gildo.Seisdedos@ie.edu
Branding the smart
City branding and urban development
Temporary fashion or vehicle for innovation?
Gildo Seisdedos
Director of Madrid Global Chair in Urban Strategy
Technical Director mercoCIUDAD
Professor
IE Business School
Gildo.Seisdedos@ie.edu

3. smart city

4. urban innovation

5. + X -

6. + X -

11. urban innovation

13. urban world

15. Dra. Ana Tibaijuka
Executive Director
UN-HABITAT
“The battle for
sustainable
development will be
found in the cities of the
world.”

16. Dra. Ana Tibaijuka
Executive Director
UN-HABITATº
“La batalla del
desarrollo sostenible
se librará en las
ciudades.”
Arq. Jaime Lerner
Brazilian urbanist and politician
“Cities are not the
problem... they are the
solution!”

18. innovators
entrepreneurs
institutional investors
global companies
foreign students
university campuses
science centres
cultural facilities

19. 1.- City branding is not about replica strategies

21. ur-banalization…

23. … vs authenti-city?

26. talent – technology – tolerance
cappuccino coefficient

27. 2.- City branding is not about playing word games

34. 3.- City branding is not about killing off animals

41. 4.- City branding is about growing from the roots

42. differentiation

45. message

52. hardware software

53. • Public realm still consideredesoftware
software
software
software
software
software
software
software
software software
software
software
software
hardware
hardware
hardware
software
software
software
software

56. 5.- City branding is about cobranding
with commercial brands

57. ARISTOCRATIC
BRANDS
IMPOSTOR
BRANDS
AMBASSADOR
BRANDS
EMERGING
BRANDS
MARKETSCOPE
USE OF PLACE
+
_
_ +

62. ARISTOCRATIC
BRANDS
IMPOSTOR
BRANDS
AMBASSADOR
BRANDS
EMERGING
BRANDS
MARKETSCOPE
USE OF PLACE
+
_
_ +

64. cyberarts

65. Ars Electronica Center
aka “Museum of the Futur”
Linz (Austria)