THE BRAND OF THE CITY

RESONANCE

PLACES ARE OUR PASSION_

PLACES CREATE INSPIRATION_

PLACES CREATE ENERGY_

PLACES CREATE CONNECTIONS_

PLACES CREATE PROSPERITY_

ABOUT US_

RESONANCE CONSULTANCY CREATES DEVELOPMENT STRATEGIES, PLANS, POLICIES AND BRANDS THAT SHAPE THE FUTURE OF DESTINATIONS AND COMMUNITIES AROUND THE WORLD.

VANCOUVER_

REPUBLIC OF IRELAND_

ARUBA_

CINCINNATI_

HAITI_

PLACE_

HOW DO YOU MEASURE THE QUALITY AND COMPETITIVE IDENTITY OF ONE PLACE TO ANOTHER?

PLACE_

RESONANCE CONSULTANCY HAS ANALYZED AND BENCHMARKED 236 CITIES IN AN EFFORT TO ANSWER THIS QUESTION.

THE BRAND OF THE CITY_

- The key factors that shape the “brand” of a city today

- A new approach for evaluating the competitive strengths and weaknesses of a destination

- A recommended model for the integrated development and management of a city’s competitive identity

WHAT IS PLACE?_

PLACES OF ALL SIZES COMPETE FOR TALENT, MEETINGS, TOURISTS, AND INVESTMENT_

THE PERCEIVED IDENTITY OF A PLACE HAS HISTORICALLY BEEN DEFINED BY HARDWARE: ATTRACTIONS, LANDMARKS, GEOGRAPHY, OR INDUSTRIES.

DETROIT_

MACAU_

ROME_

VANCOUVER_

BUT THE MORE FREELY PEOPLE AND CAPITAL MOVE AROUND THE WORLD, THE MORE IMPORTANT A HOLISTIC CITY IDENTITY OR “BRAND” BECOMES IN DETERMINING WHERE TALENT, TOURISM, MEETINGS AND INVESTMENT FLOWS.

ESTIMATED VALUE OF COCA-COLA’S “BRAND” IS $79.2 BILLION

- INTERBRAND 2013

BRAND EQUITY_

Brand Equity is “the set of assets and liabilities linked to a brand’s name and symbol that adds or subtracts from the value provided by a product or service to a firm and/or that firm’s customers.”David Aaker, Managing Brand Equity

A CITY’S BRAND IS ABOUT MUCH MORE THAN A LOGO OR A SYMBOL. IT’S A POSITIONING STRATEGY TO ATTRACT SPECIFIC TYPES OF TALENT, TOURISM AND INVESTMENT.

THE IDENTITY OF A CITY IS SHAPED BY MANY MORE FACTORS THAN THAT OF A CONSUMER PRODUCT OR SERVICE.

IN 2014, RESONANCE INTERVIEWED 1,200 “MOBILE” MILLENNIALS AND ASKED THEM WHAT THEY LOOK FOR IN A PLACE TO VISIT OR LIVE.

A PLACE TO VISIT_

1. Safety2. Cost3. Favorable climate4. Scenery and nature5. Opportunities to learn6. Easily accessible by plane7. Good cultural attractions8. Fun attractions9. Exciting city environment10. Close to beach/access to water

A PLACE TO VISIT_

1. Safety2. Cost3. Favorable climate4. Scenery and nature5. Opportunities to learn6. Easily accessible by plane7. Good cultural attractions8. Fun attractions9. Exciting city environment10. Close to beach/access to water

A PLACE TO LIVE_

1. Safety2. Housing affordability3. Job opportunities4. Scenery and nature5. Favorable climate6. Time to commute to work7. Quality of restaurants8. Quality of parks and recreation9. Average wages and income10. Quality and variety of shopping

“THE PROBLEM IS NOT SO MUCH TO BRAND THE CITY, BUT TO MAKE THE CITY INTO A BETTER CITY, A CLEANER CITY, A MORE CARING CITY – A CITY WITH SOME INTERESTING THINGS TO SEE AND DO.”

- PHILIP KOTLER, Author of Marketing Places

PLACE EQUITY_

Place Equity is the set of assets and liabilities linked to a city’s name and identity that adds or subtracts from the perceived attractiveness of a community as a place to live, meet, visit and invest.

WHAT ASSETS AND LIABILITIES ARE IMPORTANT TO DETERMINE A CITY’S PLACE EQUITY?

PLACE EQUITY IS MEASURED BY 24 FACTORS GROUPED INTO 6 CATEGORIES._1. Place: Perceived quality of a community’s natural and built environment

2. Product: A community’s key institutions, attractions and infrastructure

3. Programming: The arts, culture and entertainment in a community’s

4. People: Educational attainment, immigration and diversity of a community

5. Prosperity: Employment, income, poverty and companies

6. Promotion: Quantity of articles, references and recommendations online

MEASURES TO BENCHMARK PLACES ON QUANTITATIVE FACTORS SUCH AS CRIME AND EMPLOYMENT ARE READILY AVAILABLE, BUT HOW DO YOU MEASURE THE QUALITY OF FACTORS SUCH AS RESTAURANTS, ARTS, AND NIGHTLIFE?

SOCIAL MEDIA CHANNELS SUCH AS TRIP ADVISOR AND YELP CONTAIN MORE THAN 270 MILLION CONSUMER GENERATED RATINGS AND REVIEWS FOR HUNDREDS OF THOUSANDS OF PLACES AND EXPERIENCES AROUND THE WORLD.

OUR APPROACH TO MEASURING THE RELATIVE PLACE EQUITY OF ONE PLACE TO ANOTHER IS TO UTILIZE A COMBINATION OF CORE STATISTICS AND CONSUMER GENERATED RATINGS AND REVIEWS.

PERCEIVED QUALITY OF A COMMUNITY’S NATURAL AND BUILT ENVIRONMENT

PLACE_

PLACE_

- Average air quality index

- Average number of sunny days

- Crime rate

- Number of very good or excellent neighborhoods and landmarks recommended by locals and visitors

- Number of very good or excellent parks and outdoor activities recommended by locals and visitors

BEIJING_

BEIJING_

BEIJING_

PLACE_

PLACEMAKING CREATES A SENSE OF PLACE, CONNECTION, AND AN EMOTIONAL ATTACHMENT TO A DESTINATION.

TIMES SQUARE 1983_

TIMES SQUARE 2013_

THE POWER OF PLACE_

Chart from page 38 North Van Prezi

PRODUCT_

A COMMUNITY’S KEY INSTITUTIONS, ATTRACTIONS AND INFRASTRUCTURE

PRODUCT_

- Ranking of top local university

- Number of direct destinations served by airport

- Size of convention center

- Number of very good or excellent attractions and amusements recommended by locals and visitors

- Number of very good or excellent museums and fine arts institutions recommended by locals and visitors

- Number of major league sports teams

PRODUCT_

PRODUCT DEVELOPMENT IS THE CREATION OF INSTITUTIONS, INFRASTRUCTURE AND ATTRACTIONS THAT DRAW RESIDENTS, VISITORS OR BOTH TO A PLACE.

BILBAO_

MONTHLY OVERNIGHT STAYS OF FOREIGN VISITORS IN THE PROVINCE OF BISCAY JAN 1980 TO DEC 2010

PROGRAMMING_

THE ARTS, CULTURE AND ENTERTAINMENT IN A COMMUNITY

PROGRAMMING_

- Number of very good or excellent culinary experiences

- Number of very good or excellent shopping experiences

- Number of very good or excellent culture and performing arts experiences

- Number of very good or excellent places to eat & drink

- Number of very good or excellent nightlife experiences

PROGRAMMING_

PROGRAMMING IS THE SOFTWARE OF EVENTS AND CULTURE THAT FOSTER BOTH IDENTITY AND CONNECTION TO PLACE.

PORTLAND, OR_

PORTLAND, OR_

Annual Growth since 200025 - 34 years

PEOPLE_

EDUCATIONAL ATTAINMENT, IMMIGRATION AND DIVERSITY OF A COMMUNITY

PEOPLE_

- Population with bachelor’s degree or higher

- Percentage of foreign-born population

- Percentage of population that speaks a language other than English

PEOPLE_

DIVERSITY IS NO LONGER ABOUT ATTRACTING NICHE MARKETS, BUT MAKING A DESTINATION APPEALING TO THE WORLD AT LARGE.

INDIANA_

PROSPERITY_

THE RELATIVE WEALTH OF A COMMUNITY

PROSPERITY_

− Unemployment rate

− Poverty rate

− Average household income

− Number of major corporate headquarters

PROSPERITY_

PLACEMAKING, PRODUCT DEVELOPMENT, PROGRAMMING AND DIVERSITY ARE THE KEYS TO PROSPERITY IN THE 21ST CENTURY.

VANCOUVER_

VANCOUVER_

VANCOUVER_

VANCOUVER_

PROMOTION_

HOW MUCH DOES THE WORLD TALK ABOUT YOU?

PROMOTION_

− Number of Google search results for each city

LYON_

LYON_

LYON_

LYON_

Chart page 48 Power of Place Prezi

LYON_

PROMOTION_

PROMOTION SHOULD BE BASED ON AND INFORMED BY AN UNDERSTANDING OF THE DIFFERENTIATING CHARACTERISTICS OF YOUR DESTINATION’S PLACE, PRODUCT, PROGRAMMING, PEOPLE AND PROSPERITY.

PARIS_

PLACE

PRODUCT

PROGRAMMING

PEOPLE

PROSPERITY

PROMOTION

ZURICH_

PLACE

PRODUCT

PROGRAMMING

PEOPLE

PROSPERITY

PROMOTION

BERLIN_

PLACE

PRODUCT

PROGRAMMING

PEOPLE

PROSPERITY

PROMOTION

VIENNA_

PLACE

PRODUCT

PROGRAMMING

PEOPLE

PROSPERITY

PROMOTION

BARCELONA_

PLACE

PRODUCT

PROGRAMMING

PEOPLE

PROSPERITY

PROMOTION

NEW YORK_

PLACE

PRODUCT

PROGRAMMING

PEOPLE

PROSPERITY

PROMOTION

SAN FRANCISCO_

PLACE

PRODUCT

PROGRAMMING

PEOPLE

PROSPERITY

PROMOTION

BOSTON_

PLACE

PRODUCT

PROGRAMMING

PEOPLE

PROSPERITY

PROMOTION

PORTLAND, OR_

PLACE

PRODUCT

PROGRAMMING

PEOPLE

PROSPERITY

PROMOTION

HOUSTON_

PLACE

PRODUCT

PROGRAMMING

PEOPLE

PROSPERITY

PROMOTION

TOP 15 U.S. CITIES_

1. New York2. Los Angeles3. San Francisco4. Chicago5. Boston6. San Diego7. Dallas-Fort Worth8. Miami9. Portland, OR10. Washington, DC11. Orange County12. Denver13. San Jose14. Las Vegas15. Seattle

TOP 15 US CITIES_

TOP 15 EU CITIES_

1. London2. Paris3. Rome4. Berlin5. Amsterdam6. Barcelona7. Madrid8. Zurich9. Frankfurt10. Munich11. Vienna12. Prague13. Dublin14. Warsaw15. Milan

1. New York2. Los Angeles3. San Francisco4. Chicago5. Boston6. San Diego7. Dallas-Fort Worth8. Miami9. Portland, OR10. Washington, DC11. Orange County12. Denver13. San Jose14. Las Vegas15. Seattle

BUSINESS

MUNICIPALITY

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PROCESS_

POSITIONING AND DEVELOPMENT OF A CITY SHOULD BE ALIGNED BETWEEN MUNICIPAL GOVERNMENTS, BUSINESS, COMMUNITY, ECONOMIC DEVELOPMENT AUTHORITIES, AND CONVENTION AND VISITOR BUREAUS.

PLACE_

WHAT DIFFERENTIATES YOUR CITY’S PHYSICAL SENSE OF PLACE AND WHAT PLACEMAKING INITIATIVES WOULD SUPPORT THAT IDENTITY?

PRODUCT_

WHAT DIFFERENTIATES YOUR PRODUCT OFFERING AND WHAT ADDITIONAL PRODUCT DEVELOPMENT INITIATIVES WOULD SUPPORT THAT IDENTITY?

PROGRAMMING_

WHAT INTANGIBLE FACTORS AND EXPERIENCES DIFFERENTIATE YOUR CITY AND HOW SHOULD THOSE CHARACTERISTICS BE SUPPORTED AND DEVELOPED?

PEOPLE_

WHAT DIFFERENTIATES THE PEOPLE IN YOUR COMMUNITY AND WHAT SHOULD BE DONE TO MAINTAIN/IMPROVE ITS DIVERSITY?

PROSPERITY_

WHAT DIFFERENTIATES YOUR CITY’S ECONOMY AND WHAT SHOULD BE DONE TO MAINTAIN/IMPROVE THE ECONOMIC RESILIENCY OF YOUR COMMUNITY?

PROMOTION_

PROMOTION SHOULD BE BASED ON AND INFORMED BY AN UNDERSTANDING OF THE DIFFERENTIATING CHARACTERISTICS OF YOUR DESTINATION’S PLACE, PRODUCT, PROGRAMMING, PEOPLE AND PROSPERITY.

PROCESS_

DEVELOPED BASED ON A PARTNERSHIP BETWEEN GOVERNMENT, BUSINESS, COMMUNITY, AND TOURISM STAKEHOLDERS IN YOUR CITY.

BUSINESS

MUNICIPALITY

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THANK-YOU!_

Resonance ConsultancyVancouver | New York

www.resonanceco.com@resonanceco

Chris Fair, Presidentcfair@resonanceco.com@crfair