This document discusses strategies for rebranding and improving the image of Melville, South Africa. It includes a brief on 1) collected data, 2) competitor analysis, and 3) strategies to implement. Major themes are Melville's history, its deterioration due to crime and drugs, and the need to move forward by empowering stakeholders and renewing the area. The strategies proposed focus on transforming perceptions, enhancing safety, and creating a common vision to make Melville appealing again.
Based on the book 7 Habits of Iconic Brands by Michael Beverland amongst many others!
Presentation for the Future in Food conference given at Yeo Valley, Somerset 15/5/14
Part one of a three part workshop co taught with Dan Klyn and Christina Wodtke on Feb 7, 2013 at General Assembly in NYC.
ABOUT THIS WORKSHOP
Information architecture (IA) once was practiced as a sort of web-era librarianship. It was about organizing the information contained within websites to make things easier to find and use. But today an increasingly significant proportion of our daily business is conducted digitally. Using a variety of devices, people communicate with one another, search for information and entertainment, make retail purchases, initiate and negotiate business transactions, and more.
This class will explore well-architected digital experiences. What does it mean to architect information? How does the structure of information relate to understanding? How can information architects manage complex information across channels and contexts? What unique value can professional information architects bring to the creation and delivery of products and services? What is the interplay of information architecture and the other disciplines within user experience? This class will provide a broad introduction to a useful set of tools and ideas that provide a framework under which user and business insight can be harvested and used in pursuit of real business goals.
Based on the book 7 Habits of Iconic Brands by Michael Beverland amongst many others!
Presentation for the Future in Food conference given at Yeo Valley, Somerset 15/5/14
Part one of a three part workshop co taught with Dan Klyn and Christina Wodtke on Feb 7, 2013 at General Assembly in NYC.
ABOUT THIS WORKSHOP
Information architecture (IA) once was practiced as a sort of web-era librarianship. It was about organizing the information contained within websites to make things easier to find and use. But today an increasingly significant proportion of our daily business is conducted digitally. Using a variety of devices, people communicate with one another, search for information and entertainment, make retail purchases, initiate and negotiate business transactions, and more.
This class will explore well-architected digital experiences. What does it mean to architect information? How does the structure of information relate to understanding? How can information architects manage complex information across channels and contexts? What unique value can professional information architects bring to the creation and delivery of products and services? What is the interplay of information architecture and the other disciplines within user experience? This class will provide a broad introduction to a useful set of tools and ideas that provide a framework under which user and business insight can be harvested and used in pursuit of real business goals.
We gave this presentation at “This Place Matters” in the Vale of Leven. It was organised for us by West Dunbartonshire Council and attended by local leaders from the Council and the community.
Culture Change For Changing Times Family Firm InstituteAndrea Simon
At the Family Firm Institute’s Global Conference held this past week, October 17-20 in Brussels, Belgium, I was privileged to deliver a speech and workshop on “Culture Change for Changing Times,” designed for family firms. The conference was well attended from around the globe by family firm leaders and those who consult, coach and provide professional guidance for family firms.
Hamish Pringle, Non-Executive Director at 23 Red talks about Engaging Employees with Brand and Culture at BridgeTalks on 14 April, 2015. Introduction by Dale Smith, Director of Creation at Bridge Training & Events.
The Evolution of Interactive, Rich Digital AdvertisingMichael Zarcone
Over the past decade, interactive display advertising and rich media have evolved from being just expandable display ads to engaging formats across multiple platforms with numerous features from dynamic messaging to interactive video. Join us as we take a look back, reviewing how the industry has evolved and what “rich media” means today. We’ll also explore some of the engaging and emerging trends we’re seeing including Pinterest, interactive in-stream video, tablet, connected TV and dynamic ad generation and optimization.
We gave this presentation at “This Place Matters” in the Vale of Leven. It was organised for us by West Dunbartonshire Council and attended by local leaders from the Council and the community.
Culture Change For Changing Times Family Firm InstituteAndrea Simon
At the Family Firm Institute’s Global Conference held this past week, October 17-20 in Brussels, Belgium, I was privileged to deliver a speech and workshop on “Culture Change for Changing Times,” designed for family firms. The conference was well attended from around the globe by family firm leaders and those who consult, coach and provide professional guidance for family firms.
Hamish Pringle, Non-Executive Director at 23 Red talks about Engaging Employees with Brand and Culture at BridgeTalks on 14 April, 2015. Introduction by Dale Smith, Director of Creation at Bridge Training & Events.
The Evolution of Interactive, Rich Digital AdvertisingMichael Zarcone
Over the past decade, interactive display advertising and rich media have evolved from being just expandable display ads to engaging formats across multiple platforms with numerous features from dynamic messaging to interactive video. Join us as we take a look back, reviewing how the industry has evolved and what “rich media” means today. We’ll also explore some of the engaging and emerging trends we’re seeing including Pinterest, interactive in-stream video, tablet, connected TV and dynamic ad generation and optimization.
3. THE BRIEF
1. Summary of collected data
2. Competitor analysis
3. Develop of Melville
strategies
4. • Importance Place branding
•Melville
• Competitor analysis
• Strategies to be implemented
5. What is place branding??
Creation & promotion of a place identity
= improve competitive position
1. Neighbourhoods
2. Cities
3. Regions
4. Countries
6. What the place is
actually like
Made up of parts:
• Historical background
• Distinct character
9. 4 main reasons to brand a place:
1. Attract visitors
2. Attract business
3. Attract residents/employees
4. Enhance the attractiveness of exports
10. “any group or individual who can affect or is
affected by the achievement of the organisations
or places objectives” (Freeman, 1984:46)
11.
12. “Perceptual identity formed directly or indirectly and collectively from others.
Salient characteristics, accomplishments, demonstrated behavior, intended
images over some period of (Ferris, 2003).
13.
14. A is “a region or locality
whose inhabitants share certain
characteristics, values, mutual interests or
styles of living” (Barker, 1995:252)
15.
16.
17. Major themes party
Melville’s
history and
implications
1
Moving forward Diverse
5 2 perceptions of
the Bohemian
village
The deterioration of the Melville’s
aesthetic appeal of the 4 3 detrimental
greater Melville area narcotics and crime
infestation
18. Melville was regarded as the ‘place to be’ by
all…Superstars, students & residents in the 2000’s
Attractions ranged from restaurants to bars
The popularity led to chaos of an uncontrollable
nature
19. We all walk in the same
path...MELVILLE is:
Diverse
Trendy
Unique
An Entertainment Hub
Vibey
Casual
It caters for us ALL!!
20. Melville’s detrimental
narcotics & crime
Drug dealers led to
creating an unsafe
environment for all as the
wrong crowd corrupted the
sweet nature of Melville
&
Petty crimes assisted in
creating a new ‘bad boy’
image for Melville
21. DETERIORATION
OF AESTHETIC
APPEAL
Less Glam +
Homeless people +
Litter + Abandoned
buildings
Not so popular
Melville has
become the ugly
stepsister as
Parkhurst and
Greenside are
deemed Miss
Popularities
22. Moving Forward
“Don't dwell on what went wrong. Instead, focus on what to do next. Spend
your energies on moving forward toward finding the answer”
Denis
Waitley
23. CHANGE
Empowerment Renewal through new
Controlling the
through giving ideas and people who
situations at hand
direction and will influence the
through Sector Crime
guidance to those positive about
Forums
who need it Melville
38. McCann worldgroup way
FROM TRUTH TO TRANSFORMATION
• TRANSFORMATION
• NAKED TRUTH • TRUTHS FROM 5C’S • IDEA GENERATION
AL PATHWAY
OUTCOMES • TRANSFORMATIONA • TRANSFORMATIONA • IDEA EVALUATION
• EXPERIENCE
L GOAL L TRUTH
• TRANSFORMATION ARCHITECTURE
• TRANSFORMATIONA • TRANSFORMATION AL IDEA
• PERFORMANCE
L TARGET BRIEF
PLAN
38
39. ingredients of Our marketing solutions
1. GOAL • Our vision of how the brand needs to
change; and how we would measure
that change
2. TRUTH • The transformational truth that people
can believe in, that would inspire
change
3. IDEA • The platform idea that would energize
all aspects of the brand experience
4. PATHWAY • The journey of the idea that creates
transformation; and the business
outcomes along the way
39
40. Pathways (tactics)
• Consider all stakeholders in plans
(linking to the consideration of all stakeholder
voices)
• Thus, find a common ground for all
stakeholders
• All want Melville to be the best that it can be
41.
42. Strategy
• Link to a model and the steps it includes
• Short and long term strategies