Post on 15-Jul-2015
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Forum Brand Milano 19 & 20 February 2015, Milano !!Eurocities WG City branding and city attractiveness Robbert Nesselaar, city of Rotterdam, co-chair (with Genova)
1. some findings Eurocities WG City branding !
2. a few experiences from Rotterdam !
3. some food for thought
1. some findings Eurocities Working Group City branding •partnerships in the city: co-branding, toolkit, image bank, etc •good governance, clear responsibilities •it’s not about slogans, logos •authentic communication/story telling, rather than advertising •limited budgets can be sufficient to be impactful •attractiveness in the city, look & feel, hospitality
2. just a few experiences in Rotterdam •combining assets: port & city; architecture & sport •co-branding: much enthusiasm by partners in the city •all parties in a city benefit from a strong city profile •‘creative’: too broad. Our focus within ‘creative’: architecture •credibility/authenticity: no ‘spontaneous’ flashmobs •cooperation > competition •communication > advertising
25 symbols form the corporate brand of Unilever
1.000+ ‘symbols’ form the city of Rotterdam and the corporate brand
Branding together: 3 Rotterdam brands
‘Ollimania’
ASR Insurance + Feyenoord + Blijdorp Rotterdam Zoo
Combining assets: Food Market Hall Rotterdam architecture, food, housing, art, history, culture
Ambassadors
Soufiane Touzani, free style soccer Francisco Elson, basketball NBA
Christian Prudhomme, Tour de France
3. some food for thought •what is a city on earth for? What’s the true mission? •purposeful, relevance, impactful, making a difference •in other words: does your city matter? •excellence + cooperation = impact •doing business, doing good: taking care of city & the planet •is the grass really greener grass in other cities?
3. some food for thought (II) •city brand: means to an end. Uniqueness is not a goal in itself •what needs to be solved? (performance low, importance high) •product development + image development •not easy to choose … but wise to do so •making the right choices, applying effective principles •Milano: beautiful city, many assets, economy & culture, icons, design, fashion, World Expo 2015 !
it’s not easy to be unique ...
‘Germany – simply inspiring’ !‘Edinburgh – inspiring capital’ !‘Istanbul, the most inspiring city in the world’
Not easy to be unique …
Source: Exactitudes (above: “Big Bears”) , Ari Versluis & Ellie Uyttenbroek (Rotterdam based creatives)
“You’ll love every peace of Victoria” Colours showing the diversity
Letter-logo with flexibility Antwerp: municipality ! city
city logo municipality logo
!! thank you