Delving into "the Mediterranean city branding approach", using Madrid as example.
"Cultural Marketing | City Branding"
Professor: Betty Tsakarestou
Team: Anagnostaki Eva, Koukouli Marilena, Mavriki Ourania, Rizou Anastasia
City branding and smart city. How do these two work together at the example of Lyon?
AthensCoCreation BrandingProject
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab
Madrid & Lyon ~ City branding analysis and critiqueEva Anagnostaki
Delving into "the Mediterranean city branding approach", using Madrid and Lyon as examples.
"Cultural Marketing | City Branding"
Professor: Betty Tsakarestou
Team: Anagnostaki Eva, Koukouli Marilena, Mavriki Ourania, Rizou Anastasia
Bologna City Branding: How to Create a Generative LogoRoberto Grandi
The competition among cities and territories increases globally and is mainly manifested in the increasing necessity to clearly define the identificational features and positioning of cities and territories with the objective of constructing a territorial brand able to attain greater visibility, to increase the capacity for attraction and to improve the perceived image through a plurality of planning and communication actions.
Analysis of the perception of Bologna’s image at a local, national and international level was in fact the first phase of the process of construction of the identity of the city.
This phase developed through different types of researches.
A research with a questionnaire to a sample constituted by visitors to Bologna in the last ten years.
A second research summed up the results of preceding researches on the perception of Bologna by residents.
A third investigation used the knowledge mining technology to make a Grammatical, Logical, Semantic and Sentiment analysis of the 20,000 or so posts on the web containing the word “Bologna.” This analysis made it possible to identify how this perception influenced the reputation of the city of Bologna on the Web.
seven focus .
Caroamicotiinvito: an online contest
The indications deriving from these researches were taken as a guide for addressing the subsequent repositioning of the city enacted in the second phase of the process of city branding.
The transition to the second phase was characterized by the identification of the logo and the identificational concept of the Bologna brand on the basis of the results of the research in the first phase, summed up in the briefing that orientated the International Contest for the logo and payoff of the city of Bologna
In the briefing there emerged the indication of the city as a “real city” with a contemporary, vital and experimental image, not a historicized and museum one but one in which the visitor does not feel treated like a tourist, and instead is put in a condition to have a personal experience not enclosed in forced pathways, but inspired by his or her curiosity to discover this “hidden jewel” through open expressive codes that can be customized. The desire is expressed to identify a logo and concept able to arouse in people curiosity and the desire to come to Bologna because this is an open, innovative and welcoming city in which it is possible to have experiences and authentic emotions according to one’s own inspirations.
The graphic project that won among the 504 proposals from various countries was done by Matteo Bartoli and Michele Pastore.
Bartoli and Pastore designed a system of writing replacing the graphemes of the Latin alphabet, of abstract characterising signs. There was thus designed a new alphabet of geometric signs, based on five signs to be found in the tangible historical memories of the city of Bologna. The first generative logo!!!
City Branding: The case of Stockholm (Sweden).SmartCitiesTeam
Stockholm's City Branding.
AthensCoCreation BrandingProject
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab
Delving into "the Mediterranean city branding approach", using Madrid as example.
"Cultural Marketing | City Branding"
Professor: Betty Tsakarestou
Team: Anagnostaki Eva, Koukouli Marilena, Mavriki Ourania, Rizou Anastasia
City branding and smart city. How do these two work together at the example of Lyon?
AthensCoCreation BrandingProject
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab
Madrid & Lyon ~ City branding analysis and critiqueEva Anagnostaki
Delving into "the Mediterranean city branding approach", using Madrid and Lyon as examples.
"Cultural Marketing | City Branding"
Professor: Betty Tsakarestou
Team: Anagnostaki Eva, Koukouli Marilena, Mavriki Ourania, Rizou Anastasia
Bologna City Branding: How to Create a Generative LogoRoberto Grandi
The competition among cities and territories increases globally and is mainly manifested in the increasing necessity to clearly define the identificational features and positioning of cities and territories with the objective of constructing a territorial brand able to attain greater visibility, to increase the capacity for attraction and to improve the perceived image through a plurality of planning and communication actions.
Analysis of the perception of Bologna’s image at a local, national and international level was in fact the first phase of the process of construction of the identity of the city.
This phase developed through different types of researches.
A research with a questionnaire to a sample constituted by visitors to Bologna in the last ten years.
A second research summed up the results of preceding researches on the perception of Bologna by residents.
A third investigation used the knowledge mining technology to make a Grammatical, Logical, Semantic and Sentiment analysis of the 20,000 or so posts on the web containing the word “Bologna.” This analysis made it possible to identify how this perception influenced the reputation of the city of Bologna on the Web.
seven focus .
Caroamicotiinvito: an online contest
The indications deriving from these researches were taken as a guide for addressing the subsequent repositioning of the city enacted in the second phase of the process of city branding.
The transition to the second phase was characterized by the identification of the logo and the identificational concept of the Bologna brand on the basis of the results of the research in the first phase, summed up in the briefing that orientated the International Contest for the logo and payoff of the city of Bologna
In the briefing there emerged the indication of the city as a “real city” with a contemporary, vital and experimental image, not a historicized and museum one but one in which the visitor does not feel treated like a tourist, and instead is put in a condition to have a personal experience not enclosed in forced pathways, but inspired by his or her curiosity to discover this “hidden jewel” through open expressive codes that can be customized. The desire is expressed to identify a logo and concept able to arouse in people curiosity and the desire to come to Bologna because this is an open, innovative and welcoming city in which it is possible to have experiences and authentic emotions according to one’s own inspirations.
The graphic project that won among the 504 proposals from various countries was done by Matteo Bartoli and Michele Pastore.
Bartoli and Pastore designed a system of writing replacing the graphemes of the Latin alphabet, of abstract characterising signs. There was thus designed a new alphabet of geometric signs, based on five signs to be found in the tangible historical memories of the city of Bologna. The first generative logo!!!
City Branding: The case of Stockholm (Sweden).SmartCitiesTeam
Stockholm's City Branding.
AthensCoCreation BrandingProject
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab
From Selling the City to City Branding. A Critical PerspectivePrivate
Lecture on city branding at the University of Groningen, The Netherlands by Eduardo Oliveira.
"Cities and mega-cities, rather than countries, are increasingly becoming the principal protagonists between geographical regions. The competition between cities to establish their credentials as the best choice for prospective visitors, investors, business, students and talented people will intensify as places focus on how to convey their competitive edge and relevance" (Baker, 2011).
Juan Carlos Belloso presentation on World Communication Forum Davos-Moscow Forum. More details: http://citybranding.ru/brending-goroda-identichnost-vovlechenie-kommertsializatsiya-itogi-wcf-davos-moscow/ Publication on this channel is approved by Juan Carlos Belloso
LISBON: ATLANTIC INNOVATION AND STARTUP CITYPaulo Carvalho
Lisbon strategic vision is clear and ambitious: to position Lisbon as one of the most competitive, innovative and creative cities of Europe.
Our strategy is based on promoting the internationalization and the competitiveness of Lisbon at a global scale. We are working hard and fast to stimulate innovation, creativity and the entrepreneurship spirit in the city making Lisbon a place open to new experiences.
Lisbon is clearly assuming its privileged position as the gateway for the European consumers and an international platform for the Portuguese speaking emergent economies with 250 million consumers.
The strategic position of Lisbon as an “ATLANTIC BUSINESS HUB” aims to attract investment, companies and talents.
The number of INTERNATIONAL STUDENTS IN LISBON is growing and the city is becoming one of the Erasmus student’s top choices. The project “STUDY IN LISBON” is going to be a web platform with the central objective of attracting and retaining talent, making Lisbon a global hub in the fields of knowledge and innovation.
Lisbon is working very hard to positioning itself as a global STARTUP CITY. Many international entrepreneurs are choosing Lisbon to launch their ideas, products and services positioning itself as one of the top five “Startup Cities” in the World (Source: Entrepreneur magazine).
Lisbon City Council involved a diverse range of partners. The Lisbon Incubators Network which currently includes 11 incubators, adding more than 200 startups and 800 jobs. The network includes 11 business accelerators, 4 FabLabs, 15 coworking spaces and the community of business angels and venture capital investors.
The City is developing an economic policy based in the development of STRATEGIC CLUSTERS an efficient instrument for the gathering of resources and funding. Cluster being developed: Creative Economy; Health and Well Being; Maritime Economy; ICT/Web; Tourism; Retail and Commerce.
We invite you to explore the strategic vision and the main projects that we have been developing over the last years to transform Lisbon into one of the most Competitive, Innovative and Creative cities in Europe.
Something with this ambition can only be achieved with a wide network of partners, cultivating a great openness to new concepts and ideas and a leadership and execution capacity that makes these opportunities a reality.
We hope to maintain the confidence and participation of all to continue this extraordinary adventure!
From Selling the City to City Branding. A Critical PerspectivePrivate
Lecture on city branding at the University of Groningen, The Netherlands by Eduardo Oliveira.
"Cities and mega-cities, rather than countries, are increasingly becoming the principal protagonists between geographical regions. The competition between cities to establish their credentials as the best choice for prospective visitors, investors, business, students and talented people will intensify as places focus on how to convey their competitive edge and relevance" (Baker, 2011).
Juan Carlos Belloso presentation on World Communication Forum Davos-Moscow Forum. More details: http://citybranding.ru/brending-goroda-identichnost-vovlechenie-kommertsializatsiya-itogi-wcf-davos-moscow/ Publication on this channel is approved by Juan Carlos Belloso
LISBON: ATLANTIC INNOVATION AND STARTUP CITYPaulo Carvalho
Lisbon strategic vision is clear and ambitious: to position Lisbon as one of the most competitive, innovative and creative cities of Europe.
Our strategy is based on promoting the internationalization and the competitiveness of Lisbon at a global scale. We are working hard and fast to stimulate innovation, creativity and the entrepreneurship spirit in the city making Lisbon a place open to new experiences.
Lisbon is clearly assuming its privileged position as the gateway for the European consumers and an international platform for the Portuguese speaking emergent economies with 250 million consumers.
The strategic position of Lisbon as an “ATLANTIC BUSINESS HUB” aims to attract investment, companies and talents.
The number of INTERNATIONAL STUDENTS IN LISBON is growing and the city is becoming one of the Erasmus student’s top choices. The project “STUDY IN LISBON” is going to be a web platform with the central objective of attracting and retaining talent, making Lisbon a global hub in the fields of knowledge and innovation.
Lisbon is working very hard to positioning itself as a global STARTUP CITY. Many international entrepreneurs are choosing Lisbon to launch their ideas, products and services positioning itself as one of the top five “Startup Cities” in the World (Source: Entrepreneur magazine).
Lisbon City Council involved a diverse range of partners. The Lisbon Incubators Network which currently includes 11 incubators, adding more than 200 startups and 800 jobs. The network includes 11 business accelerators, 4 FabLabs, 15 coworking spaces and the community of business angels and venture capital investors.
The City is developing an economic policy based in the development of STRATEGIC CLUSTERS an efficient instrument for the gathering of resources and funding. Cluster being developed: Creative Economy; Health and Well Being; Maritime Economy; ICT/Web; Tourism; Retail and Commerce.
We invite you to explore the strategic vision and the main projects that we have been developing over the last years to transform Lisbon into one of the most Competitive, Innovative and Creative cities in Europe.
Something with this ambition can only be achieved with a wide network of partners, cultivating a great openness to new concepts and ideas and a leadership and execution capacity that makes these opportunities a reality.
We hope to maintain the confidence and participation of all to continue this extraordinary adventure!
SharePoint Saturday Stockholm - Branding Strategies for SharePoint and Add-in...Stefan Bauer
Get an introduction how to create and develop your own style guide for SharePoint, Office Add-ins or web application. It will help you save time during development and for future adoptions.
You will learn how to maintain your code and documentation at the same time. Start to develop maintainable, reusable and re-factorable design patterns now and learn what css frameworks can't do for you.
Between 2002 and 2006, the City of Amsterdam redefined its corporate identity, city branding and city marketing. This presentation shows how it was done and what the results are.
Luca Caputo - Smau Milano 24 ottobre 2017Luca Caputo
Lo speech analizza l'importanza nell'uso dei Big Data e Internet of Things per il settore turistico, sia per le strutture ricettive sia per le destinazioni
Abstract
The need for strategic thinking in destination branding has been demanded regarding the challenges tourism destinations are facing nowadays, such as at the digital level. The utilization of Information Communication Technology by tourism destinations, when well-articulated with a destination branding strategy, could be a driving force to improve their strategic positioning, competitiveness, and to optimise the benefits they derive from tourism. The aim of this paper is to explore developments in branding Portugal as a tourism destination, namely what the online tourism promotional material is saying about the country. We intend to contribute to the discussion concerning the best strategies for Destination Portugal.
INTERNATIONAL CONFERENCE: SUSTAINABILITY ISSUES AND CHALLENGES IN TOURISM
3-5 October 2013, Istanbul, Turkey
http://www.butrmconferences.org/
This was the first group work for our Destination Marketing & Branding Course with Professor Alastair Morrison from Purdue University. We were asked to sketch out the broad structure of a destination management plan using Lombardy as an example of destination.
Destination Branding workshop run for the CommDe School of Design, Chulalongkorn University Bangkok.
Introduction and briefing presentation to 2nd and 3rd Year Design students, leading to the creation of a unique city brand for Bangkok.
Workshop conducted entirely in English.
How strategic spatial planning contributes to the development of urban regionsPrivate
Presenting the From plans to land change: how strategic spatial planning contributes to the development of urban regions (CONCUR project, Swiss National Science Foundation)
Visiting period at the Dep. of Human Geography, Stockholm University within the CONCUR project
Dates:
29th of May - 23rd of June 2017
This was the fourht group work for our Destination Marketing & Branding Course with Professor Alastair Morrison from Purdue University. We were asked to design and explain a positioning-image-branding concept for a destination. We choose Milan.
Within the Destination Management module, a research project was carried out on the image of Milan as perceived by 1,200 tourists then present and hundreds of potential tourists in order to draw up guidelines for tourism growth strategy in the city, under the guidance of destination management academics and experts. The findings of the project, sponsored by the Milan Town Council, were discussed with the local institutions and a number of large tourism firms working in the city.
This is the strategic plan for the city of Milan that the students of the Master in Tourism Management IV developed.
Every bustling city with global attraction has many functions and deals with many stakeholders. It’s a lot more complex to define and manage a city brand than a product brand. But if you take the right steps at the right moment and have a bit of luck at your side, you might end up with something similarly comprehensive and cohesive as the Amsterdam city brand. This presentation tells the story of how Amsterdam became an international showcase example for city branding.
“Leveraging Sustainability for Success” – describes how destinations around the globe are engaging, inspiring and enabling the transition to more sustainable cities and an events industry. In the keynote Guy shared insights about Global Megatrends and challenges facing our industry, then strategies and tactics to accelerate the development of sustainable destination
“Competitiveness Planning 3.0” explains the key strategies and operational programs that enhance the destination’s competitiveness to approach the Vision of Tourism 3.0 and ensure a sustainable development, providing inspirational guidance for creative strategists and visionaries who are designing the next generation’s destinations
Consolidating the development of the Aruban economy (NISP)Edward Erasmus
Slide presentation of the key aspects concerning the economic development section of Aruba's National Integrated Strategic Plan (NISP). Prestented on November 25th @ the Radisson Aruba Resort during the Action Symposium.
The benefits of an enhanced events economy extend well beyond the
immediate social and economic impacts – the bigger picture is an exciting, globally connected city, internationally relevant and therefore with a competitive advantage in retaining and attracting talented people.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The What, Why & How of 3D and AR in Digital Commerce
Place Marketing and Branding: Gold Coast AUS
1.
2.
3.
4. AMA – American Marketing Association
Marketing designed to influence target audiences
to behave in some positive manner with respect to
the products or services associated with a specific
place.
5. Literature Viewpoints
Management tool to enhance competition among
places;
Places as products and brands to be developed in a
long term planning;
Sustainable development of cities, states, regions
and countries, aimimg different target satisfaction.
6. I came up with my own...
Strategic management of exchanges that take
place in territorial scope, strengthening the
competitiveness and the image of a place by value
creation and delivery to its different markets and
investments attraction to ensure its sustainable
development in the long term.
Ocke (2016)
7.
8. How to do it?
What for?
Who does it?
For whom?
Competitive assets?
How to create and deliver value?
What are the challenges?
11. Most of us read about and use the
terms brand and branding all the time. But why
does the way we brand something like a city or
country matter such a great deal?
12. Some insights from review of academic literature:
A strong, positive brand image helps places to
differentiate themselves from others.
Kotler & Gertner, 2002, 2004.
13. Some insights from review of academic literature:
Places unwilling to develop a competitive brand will
find it increasingly difficult to win their share of the
world’s consumers, capital, investment, talent,
cultural exchange, respect and attention .
Anholt, 2007.
14. Some insights from review of academic literature:
A place’s prosperity and progress can only be
ensured through creating and maintaining positive
brand images.
Govers & Go, 2009.
15. This one I like the best!
Place brands are all about making a place’s
companies and investment attractive, to support its
tourism and export industries, serve public
diplomacy and to provide its citizens a sense of
identity and self-esteem.
Moilanen &Rainisto ,2009.
16. It might get mixed up…
Nation Branding
Country of Origin Branding
City Branding
Destination Branding
Culture and Entertainment Branding
Hanna & Rowley, 2008.
17.
18.
19.
20.
21.
22.
23.
24. GOLD COAST PRODUCT GOLD COAST MARKETS GOLD COAST POSITION
City’s Center Improvement
Program
Draft City Plan 2015
Gold Coast City Transport
Strategy 2031
Gold Coast Sport Plan 2013-
2023
Nature Conservation
Strategy 2009-2019
Oceans Beach Strategy
2013-2023
National Workforce
Development Strategy 2013
Gold Coast Workforce –
Development Framework
2014-2023
Gold Coast Economic
Development Strategy
2013-2023
Destination Tourism
Management Plan
Gold Coast Brand Story
Frequently Asked Questions
– City Brand 2013
25.
26. Gold Coast City Transport Strategy 2031 – action program with
extensive public consultation that sets out a plan for significant
improvements to public transport network as well as the improvement
in the management and maintenance of roads to meet future demand.
27. Draft City Plan 2015 – program aiming to provide infrastructure to
maintain environment quality through urban design initiatives spanning
the entire city with a focus on mobility, sustainable building practices
and numerous community consultations.
28. City's Centre Improvement Program – A public-private partnership that
highlights services business. In the program, the retail chain has
undergone renovations and has been adding new business increasing
competitiveness. It aims to transform shopping districts in attractive
places that meet the community's needs, providing convenient places
that reflect local identity.
29. Gold Coast Sport Plan 2013-2023 – considers the natural attractions as
the main sources of leisure and recreation offer that encourages its users
to engage in an active lifestyle through sports practice, forming a
significant feature of local culture and creating conditions for major
sporting events.
30. Nature Conservation Strategy 2009-2019 - Detailed study that identifies
priority issues for the management of native vegetation, climate
change and ecosystem. Based on best practices research, consultation
with experts, policy makers, government agencies, community interest
groups and representatives of key industries for regional development.
31. Ocean Beaches Strategy 2013 – 2023 - coastal management strategies
for the coming years and aims to maximize the current and future use,
as well as access to and enjoyment of the coastal region by all users.
32.
33. Estimated Resident Population - June 2013: 537.844 inhabitants. Projections: 730.000 by
2026.
Australian Bureau of Statistics - participation of the labor force, education levels,
productivity levels and income of Gold Coast residents are all below the national and state
averages.
Gold Coast Work Force – Development Framework 2014 – 2023
Action program to attract new residents and increase the competitiveness
of the city focused in supporting a knowledge-based economy in order to
develop a workforce with higher education qualifications;
strengthening links between industry and universities to support
research and innovation; increase knowledge in Science, Technology,
Engineering, Mathematics and Arts.
34. National Institute of Economic and Industry Research - The three most popular were retail
trade; construction; health and social care. Traditional sectors of the manufacturing
industry, construction and hospitality has declined, while the sectors of health, education
and financial services has been increasing its contribution.
Gold Coast Economic Development Strategy 2013-2013
The program's objectives include developing an environment that promotes
innovation and contribute to the development of successful companies;
invest in infrastructure that supports growth and productivity; generate
creative economy capable of attracting skills, talents and investment;
create a strong and globally competitive environment.
35. Australian Bureau of Statistics - the most popular tourist destination in Australia
and the fourth largest tourism economy in the country. Receives an average of more
than 11 million international visitors and over 2o million national visitors every year.
International Visitor Survey - the main countries of origin of visitors include China
(25%), New Zealand (22%), Japan (7%) and the UK (7%). The forecasts indicate that
international tourism is likely to increase by about 37% between 2011 and 2020.
Destination Tourism Management Plan
By 2020 the goal is to increase the length of stay and average spending
visitor through greater and more varied range of products and
experiences. Another contributor for the program is to maintain
participation in traditional markets of Europe, Japan and New Zealand
and increase visit rates in Southeast Asian markets.
36. Australian Trade Commission - consolidated links in Europe and North America as new
agreements being set with main Asian trading partners, particularly Japan, South Korea
and China. Proximity to Asia coupled with the abundant resources makes the country the
largest exporter of minerals, energy resources and strong agribusiness.
National Institute of Economic and Industry Research – main Gold Coast international
exports are manufacture; hospitality, food and beverage services; retail business.
National sectors exports indicates that the top three industries were real estate services;
manufacture; hospitality services, food and beverages.
Australia Unlimited
Country brand strategy in order to develop a knowledge base, resources,
and strategies that can be used to help enrich Australia's reputation
over time, positioning the country as a world-class business partner and
business credentials , intellectual and creative.
37.
38. STRUCTURE ECONOMY SOCIOCULTURAL GOVERNMENT ENVIRONMENT
• Road and rail
network expansion
to deal with
economic and
population growth.
• Constantly urban
improvements to
attract new business
intensifying
competitiveness.
• Local and regional
economic growth.
• Services business,
the main economic
activity.
• Workforce,
productivity and
income levels of
residents are all
below the national
and state averages.
•Natural attractions
are main leisure and
recreation offer for
residents and
visitors.
• Engagement in
sports and active
lifestyle, a
significant feature of
local culture.
• Modern shopping
areas and cultural
activities.
• Governance
transparency .
• Residents,
community leaders
and local
businessmen
involved in decision-
making processes.
• Easy to open and
run new business.
•Potential impact of
population growth
on the environment.
• Long-term action
programs to
manage impacts of
climate change.
• Forefront coastal
management
initiatives have
benefited other
communities
worldwide.
39. Focus group studies were conducted in Australian and international capital
cities to identify how outward perceptions were compared to the
impressions of residents and businessmen of the city.
The internal market believes that the place has great quality of life and
consider that the city has excellent conditions to live and work.
Externally, the city is perceived as a center of leisure and recreation,
consisting of few important business and less skilled jobs.
Conclusion: Although tourism market represents one of the main engines of
local economy, the dynamics of the city is currently more diversified,
although still not represent a mature economy.
40.
41. The brand was built on the concept that the city is both a leisure
destination and an environment full of opportunities inspired by the
lifestyle of its residents.
42. Provide direction for the city to become an international location of
choice for new businesses and residents to boost the creation of a global
city known worldwide for its unique lifestyle, talented people, innovation
and entrepreneurial culture.
43. Show that the city is moving away from dependency relationship of the
state capital, Brisbane, and is not meant to be remembered only as a
major tourist destination of the country.
44. Diversification of business sectors and industry focused on not losing the
traditional strengths of the economy, but capacity growth of new
emerging industries globally.
45. Promote wider value of education within and outside their community
through partnerships with industry to create quality jobs; and the
education sector to develop aspirations for higher education for domestic
and foreign markets.
46. Help the city to:
Become global.
Diversify business maintaining traditional ones.
Promote wider value of higher education.
Improve workforce to create quality jobs.
47. What does this red dot mean?
A) Gold Coast. Full Stop.
B) Gold Coast. One and All.
C) Gold Coast. Target.
48.
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regions. Houndsmills, United Kingdom: Palgrave Macmillan.
Govers, R. & Go, F. (2009). Place branding: Glocal, virtual and physical identities, constructed,
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Hanna, S., & Rowley, J. (2008). An analysis of terminology in place branding. Place Branding and
Public Diplomacy, 4(1), 61-75.
Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and
brand management perspective. Brand Management, 9(4-5), 249-261.
Moilanen, T., & Rainisto, S. (2009). How to brand nations, cities and destinations. London, United
Kingdom: Palgrave Macmillan.
Ocke,M., & Ikeda,A. (2013). Marketing de Lugar: estado da arte e perspectivas futuras. Revista de
Administração da USP. 49(1), 671-683.
Ocke, M. (2016). Marketing Estratégico de Lugares. Modelo Teórico e Estudo do Caso Gold Coast.
Saarbrucken, Deutchschland. Novas Edições Acadêmicas ISBN: 978-3-8417-1670-5
Van Ham, P. (2008). Place branding: The state of the art. The Annals of the American Academy of
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50. Web
The Place Brand Observer: insights, strategies, examples.
www.placebrandobserver.com
Journals
Place Branding and Public Diplomacy
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