The document discusses city branding and regional economic development strategies. It provides examples of themes that have been used to brand cities, such as "Machine in the Garden", "Knowledge Eccentrics", and "Corporate Utopia Cultural Innovation". It also mentions strategies that have been used for the city of Zurich and the greater Zurich area. Additionally, it discusses branding the city of Phoenix, Arizona as an "Opportunity Oasis" to enhance quality of life and foster entrepreneurship.

1. NYC 20APR2010 City Branding beyond City Branding Thomas Sevcik, arthesia Zurich / Los Angeles 20APR2010

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3. ©Taylor; Univ of Lboro, UK

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6. Very good connectivity Major cultural center Investment in Knowledge City A City B City C City D City E Leader in Sustainability

8. Regional Economic Development Strategies City / Region Branding Urban/Regional Planning Agreeing on a sort of campaign They don‘t talk to each other Often thick papers trying to find common ground

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10. Implementation Leadership Key Symbols Initiatives Multiplicators Communication 03MAR07 ©arthesia

11. Banks Boring Bourgeoise 03MAR07 ©arthesia

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13. Machine in the Garden Knowledge Eccentrics Corporate Utopia Cultural Innovation 03MAR07 ©arthesia

14. NYC 20APR2010 Webclip Big Bang THEMEWORLD-BOARD THEMEWORLD-BOOK (WhiteBook) Growth Strategy Kanton Glarus EURO2006 Message Strategy Magazine Multiplicators-Strategy Kanton Zurich 2004-09 Strategy CreativeIndustry Initiaitve Media Strategy Image Monitoring GZA Enlargement Initiative

15. MACHINE IN THE GARDEN KNOWLEDGE ECCENTRICS CORPORATE UTOPIA CULTURAL INNOVATION Präzisionsindustrie Familienwohnen in intakten Dörfern Automobilzulieferer Hügellandschaft Internationale Top-Festivals Logistik Intelligentes Kulturzentrum Museumslandschaft High-Tech Industrien Idyllisches Wohnen Hauptquartiere Grossbanken und Grossversicherungen Renommierte Hochschulen Innovative Finanzprodukte Think Tanks Holdinggesellschaften „ Parkside“ BioTech Kreativitätscluster Neue Industrien Statuswohnen Wohnen in intakten Erholungsräumen Top Resorts Wohnen und Arbeiten in den Alpen GREATER ZURICH AREA Nachhaltiger Tourismus

16. Zurich, for all its reputation - regal, moneyed, hyperefficient and safe - has in recent years become a very different city, one of immigration, youthful decadence and a vibrant contemporary art scene. The New York Times, 2006

17. 03JUN08 Metro Phoenix is the Opportunity Oasis.

18. 03JUN08 Urban Pioneering Open Space Thinking Upscale Desert Garden Opportunity Oasis Upscale Desert Garden Open Space Thinking

19. 03JUN08 Rationale for Story Unchartered ground. Accessibility of place and people. Upward Mobility. Constant Renewal. Unfinished City. Meritocracy intact.

20. STRATEGY RATIONAL OPPORTUNITY OASIS DESIGN Goal: Enhancing Quality of Life by creating surprising solutions ENTREPRENEURSHIP Goal: Sustaining meritocracy and fostering innovation for future growth Enhancing Oasis Manfesting Opportunity DNA Need Action Areas Rationale Quality of Life is the paradigm to succeed in the 21st century. Individual ideas and dreams are the growth enginge of our future

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