City Brand Development
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Transcript of City Brand Development
City Brand Development:C ti Add d V l D ti tiCreating an Added Value Destination …
CLIVE WOODGERSCG LONDONSCG LONDON
AgendaCreating Added ValueCreating Added Value …
• Branding Strategyg gy
• Country Brandingi di• City Branding
• Case Study: Rublyovo‐Arkhangelskoyey y g y
SCG London ‐ Strategic Consulting Group
Who we are
International Strategic branding and design consultancyand design consultancy.
We work in the retail, financial, real estate sectors delivering best
value by creatingvalue … by creating
Our Clients
Our Clients – Retailers
Our Clients ‐ Banks
Our Clients ‐ Business Centres
Our Clients ‐ Shopping Centres
Our Clients ‐ City Developments
A Typical Brand Strategy: Competitive Differentiation
Differentiated image and reputation developmentBranding Differentiated image and reputation developmentBranding
Define organisation
Brand Strategy VisionValuesg
management principles and aims
EthosAttributesBehaviour
Create a positive consistent brand
Brand Platforms PlacePhysical
experience y
Digital CommunicationPeopleProcesses & Products
D fi iti f B diDefinition of Branding
creating a differentiated image andcreating a differentiated image and reputationreputation
image – what you say about yourselfreputation – what people say about you!reputation what people say about you!
A Typical Brand StrategyVision … Values … Attributes
Create commercially attractive and inspirational vision and aims.
Vision … Values … Attributes
Define positive differentiated values and attributes – team ethos.
Achieve effective engagement of management, employees, tenants, users, stakeholders …
Understand and manage external audiences and expectations –communities of interest, politicians, the media, vested interests …
Integrate latest ethical, environmental and sustainability practices and policiespractices and policies.
Branding is not a cosmetic packaging exercise – its about
creating and defining a vision andcreating and defining a vision and aims that will engage and inspire g g p
the target audience.
Any Brand Strategy
The Challenge
hi i i t t b d i hi h
The Challenge –
achieving consistent brand experiences which create the desired perceptions with target audiences and usersaudiences and users
creating memorable and distinctive gcommunications, imagery, signatures, interactions, experiences across every potential ‘touchpoint’
Country Branding
Aims• To create national pride,
Aimsp
confidence and patriotism• To attract investment
H l t• Help exports …• Attract tourists …• Attract talent• Attract talent
To achieve a positive national reputationTo achieve a positive national reputation –political, industry, tourism, agriculture …
Country Reputation
Reputation depends on:
Management – government administrationg g
Export – products, services
l h lCulture – ethos, values
Tourism – sites, venues, events
Investment – where, with who?
P l b h i ttit dPeople – behaviour, attitudes
Country Reputation
Post Crisis Reputation ChangePost Crisis Reputation Change
Old images – Western Europe vs. Eastern Europeg p pNow – Greece, Portugal, Ireland are in trouble …
Ch ll f S i S i d fi i h iChallenge for ex Soviet States is defining their identity
International opinion and negative clichés need to be addressed!be add essed
What are you known for?
Everyone admires good things and ideas!
Country of origin – “Made in Germany” …. “Made in China”
To be known and admired you require the right d t i d ti ti d f iliti th tproducts, services, destinations and facilities that
external and internal target audiences need and aspire toaspire to.
Information Campaigns
No amount of good advertising can fix problemsadvertising can fix problems by itself…
Information campaigns must be ambitious… but truthful….
Manage expectations!
Ukraine Branding: Euro 2012
Ukraine Branding: Euro 2012
Large international events –excellent branding platform!
Branding is not a one‐time‐BUT
effort
… strategy, vision, attitudes, commitment reputationcommitment, reputation, ethos ….
EVERYTHING COUNTS!
Ukraine Branding: New Strategy
Ukraine Branding: New Strategy
Ukraine Branding: New Strategy
Ukraine Branding: New Strategy
Ukraine Branding
pros consp
comments…
City Branding
Brand Strategy for a City
Challenges
The range and complexity of interests involved
Challenges
The range and complexity of interests involved.
Stakeholders ‐ who are they?Stakeholders who are they? local/national government ‐ institutions, industry, companies, investors, tenants and vested interests, pcorporate, cultural …..
Brand Strategy for a City
Attributespeople – products - services – events p p p
– activities – culture – history –architecture – infrastructure – streetsarchitecture infrastructure streets
– landscape …
what will attract and inspire external and internal audiences?
Brand Strategy for a City
ChallengesAlignment! ‐ Teamwork“You need to give to get!”
Challenges
You need to give to get! Communication ‐ all brand messages about a place need to be coordinated to suit target audiences…
Audiences – communicating the brand in action.Th i i t ti i th tt ti d th fThe aim is to optimise the attractiveness and worth of place assets to those who live, work and perform there –stakeholders communities of interest media potentialstakeholders, communities of interest, media, potential investors …
Creating a Place Brand
Putting it on the mapPutting it on the map
iconic developments
building ‐ events – features
p
g
City Logo Designs
City Logo Designs
Evolving Identity
Evolving Identity
Chicago Civic Iconography
“the city and its citizens have embraced the flag imagery to infuse into the design of other objects, and even j ,sometimes themselves”from www.urbanophile.com
Copenhagen Brand Strategy
Copenhagen Brand Strategy
Copenhagen Brand Strategy
Copenhagen Brand Strategy
Iconic Images of London
Trafalgar Square
London Bridge
Iconic Images of London
TaxiTaxi
Double‐decker
Iconic Images of London
Parliament
Big Ben
Iconic Images of London
Everyday life images have the strongest association
London Destination Sub‐Brands
London Destination Sub‐Brands
London Destination Sub‐Brands
City Brand & Media Strategy
City Brand & Media Strategy
City Brand & Media Strategy
City Brand & Media Strategy
Digital Challenge
Everybody loves Amsterdam!
I’m gonna miss you…g y
I LOVE Amsterdam!
Successful Branding Strategies
Music Tourism in U.K. Adds $1 4 Billion toAdds $1.4 Billion to Economy
Live music events across the country attract 7 7 millioncountry attract 7.7 million attendances by domestic and overseas tourists, who collectively spend 1.4 billion pounds during their trips.
Case Study: Rublevo‐Arkhangelskoe
Rublevo‐Arkhangelskoe: Initial Concept
Developer Identity
Developer Identity
Developer Identity
Developer Brand
Naming, associations, messages
Naming, associations, messages
Naming, associations, messages
City Logo Proposals
City Logo Proposals
City Logo Proposals
City Brand Identity ‐ Recommended Route
City Brand Identity ‐ Recommended Route
City Brand Identity ‐ Recommended Route
City Brand: Elements and Ethos
City/Developer Identity – Integrated Symbols
City Brand Strategy
City Brand Vision
City Brand Elements
City Brand Elements
City Brand Audiences
City Brand Audiences
City Brand: Themes, Imagery, Messaging
City Brand: Themes, Imagery, Messaging
City Brand: Themes, Imagery, Messaging
City Brand: Themes, Imagery, Messaging
City Brand: Themes, Imagery, Messaging
City Brand: Themes, Imagery, Messaging
City Brand: Themes, Imagery, Messaging
City Brand: Website
City Brand: Website
City Brand: Website
City Brand: Website
City Brand: Website
City Brand: Website
City Brand: Website
City Brand: Website
City Brand: Website
City Brand: Website
City Brand: Website
Identity ElementsCreating an IconCreating an Icon
Identity Elements
Identity Elements
Identity Elements
Identity Elements
Identity Elements
Identity Elements
Identity Elements
Identity Elements
City Brand: Marketing Applications
City Brand: MIPIM Stands
City Brand: Marketing Applications
City Brand: Marketing Applications
City Brand: Marketing Applications
Vision of a Future City
Д !Дякую за увагу!