Urban Identity

Pr. andré vrydagh

Lyon - février 2010

image

radioweb 2.0

TV

newspagesmagazines

iden

tity

values

sciencessustainable

greenhistorical figures

lifestylesports

iden

tity

experiences

schoolsshopping

servicesmobility

events

gardensbikers

night lifegastronomy

iden

tity

with so much of too much …

how to build your

iden

tity

urbanurban identityidentity ?

Urban Places

• identityidentity• attractivenessattractiveness• brandingbranding

3 steps

need a new language

1. identity

building identity

roots sense emotions

iden

tity

how ?

• books & media • group discussions / thematics• interviews / key personalities • blogs / residents

iden

tity

hearing !hearing !

visuel psychologique symbolique

bienvenue

welkomwilkommen

welcome

benvenutovälkomnande

bienvenida

καλωσόρισμα

добро пожаловатьbienvenue

welkomwilkommen

welcome

benvenutovälkomnande

bienvenida

καλωσόρισμα

добро пожаловатьbienvenue

welkomwilkommen

welcome

benvenutovälkomnande

bienvenida

καλωσόρισμα

добро пожаловатьbienvenue

welkomwilkommen

welcome

benvenutovälkomnande

bienvenida

καλωσόρισμα

добро пожаловать

1st step = rootsroots

what kind of Place ?iden

tity

2nd step = sense sense what makes the Place different ?

iden

tity

3rd step = emotionsemotionshow does the Place make me feel ?

iden

tity

2. attractiveness

building attractiveness

identity +points language

how ?

• identity choice• sectorial partnership• competitive advantages

iden

tity

teaming !teaming !

1st choice : from identity to personalitypersonality

• people

• in the air

• icons

attra

ctiv

enes

s

2nd choice : from identity to +points +points

• mobility

• climate

• services

attra

ctiv

enes

s

3rd choice : from identity to languagelanguage

investors

cultural freaksgourmets

congresshitec

attra

ctiv

enes

s

3. branding

building branding

identity attractiveness branding

how ?

• roots• stories• colours

iden

tity

focussing !focussing !

your VillageEuropean

because you will want

to be part of this happy city

because this smallgreen city has a world reputation

because association with Europe

makes life difficultfor competitors

bran

ding

Brussels,

1. urban identity2. Place attractiveness3. branding

attractiveness - CEO

public public

Place new language

USE - managers

public/private teams public/private teams

city new organisation

roots

my European Village

my world city

cools

stories

colour scheme

yestertay

postcards

discount

noise

tomorow

jobs

urban identity

melody

andre@andrebranding.eu

www.andrebranding.eu

www.linkedin.com/in/andrebranding