Redefining the Amsterdam City Brand

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edenspiekermann_ amsterdam berlin san francisco s

Redefining theAmsterdam City brand

@edenspiekermann @edoch

October 2014


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amsterdam


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brand =

network of mental associationslogo =trigger to evoke the mind set


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city =

network of mental associationsmarketing slogan = trigger to evoke the mind set


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more media,

more messages,more actors,

more politics


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a city brand policy does not

tolerate democracy.it needs a clear direction andstrong management


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amsterdammers are:

› ‘merciful, heroic, resolute’(city coat of arms)

›open, personal

›active, go-getters

›up-front, cheeky

›humorous, with a wink

›averse to authority, slightly anarchist


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amsterdam =city identity +marketing identity


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The starting point in january 2002.

55 different logo’s, no unity


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Building 1 amsterdam

The conceptThe City of Amsterdam is a network organisation,

with independently operating services, departments an

city districts.

The ‘Amsterdam Style’ offers space for both the

signature of the City as well as the individual identities

of the services and districts.


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The concept The districts, departments and services shape their own

identity by adding their distinctive characteristics to the

core identity of the City.


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The conceptA restrained use of visual elements to shape the

individual identities will benefit both the family ties an

promote the transparency of the organization as a whol


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History of xxx


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The Amsterdam coat of arms


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xxx belongs to the city and its citizens

d i k


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Which are the ‘real’ xxx?

d i k


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What we were looking for: family ties


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p _


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The ‘second layer’ concept gave city districts and servi

their own playing field on selected carriers


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The City Council implements a large restructuring in 2014


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amsterdam =city identity +

marketing identity

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amsterdam =creativity

innovationentrepreneurial spirit

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d b d hi l i


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Amsterdam based this selection on:

› Image research among various target groups

(visitors, companies, inhabitants)

› Interviews on the unique and distinguishing

elements of Amsterdam

› Numerous statements on Amsterdam, from

policy documents to television programmes,

from travel guides to promotional material

to newspaper reports

› An Omnibus questionnaire among

424 Amsterdam residents City marketing plan by Berenschot Cand the Municipality of Amsterdam

edenspiekermann_City marketing

P i i i i k i li ( )


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Priorities city marketing policy (2004)

!"#$%&' )*""+,-. /0+1&$23045&$&-+%*"1 )"-+#613-%7 3-2 1*&

8#-,%,936,17 ": /0+1&$230


City Marketing Organization


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Metropolitan area

City of

Amsterdam

Covenant

partners

Businesses


R l f th it i ti


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Roles of the city organization

› License provider as owner of the Amsterdam brand the City

provides the license to Amsterdam Marketing.

› Co-decision-maker the City is President of the Board and Vice-

president of the Daily Board of Amsterdam Marketing

› Policy developer and contractor the City is responsible for

a number of policy areas that have a great influence on the profile

Amsterdam.

› Communicator on behalf of the Amsterdam brand the Mayor

the spokes person for Amsterdam, nationally and internationally


R l f A t d M k ti


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Roles of Amsterdam Marketing

› License holder Amsterdam Marketing handles brand

management. It provides licenses to organizations who want to u

the Amsterdam brand and monitors its use.

› Decision maker Amsterdam Marketing determines the marketin

strategy of the Amsterdam metropolitan Area and formulates and

evaluates objectives for development and strengthening of the

Amsterdam brand.

› Policy implementer Amsterdam Marketing is responsible for

promoting the image and values of (greater) Amsterdam to visito

businesses and inhabitants.

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City marketing slogan/logo by Ke


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›Find the spiritual core of your city and inhabita

›Translate it into a clear promise›Keep it simple

›Add it to all your ‘pearls’

›Define clear roles and responsibilities›Organize and manage it centrally

›Make sure it stays that way

edenspiekermann_ amsterdam berlin san francisco s


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Thank you.

www.edenspiekermann.com

[email protected]

Redefining the Amsterdam City Brand

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