Presentation for Kiev Final

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

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 …..


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?


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

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

Iconic Images of London

Trafalgar Square

London Bridge


TaxiTaxi

Double‐decker


Parliament

Big Ben


Everyday life images have the strongest association

London Destination Sub‐Brands

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 Brand

Naming, associations, messages

City Logo Proposals

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 Audiences

City Brand: Themes, Imagery, Messaging

City Brand: Website

Identity ElementsCreating an IconCreating an Icon

Identity Elements

City Brand: Marketing Applications

City Brand: MIPIM Stands

City Brand: Marketing Applications

Vision of a Future City

Д !Дякую за увагу!

Presentation for Kiev Final

Documents

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