2010 02 Lyon
-
Upload
andrevrydagh -
Category
Documents
-
view
852 -
download
1
description
Transcript of 2010 02 Lyon
![Page 1: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/1.jpg)
Urban Identity
Pr. andré vrydagh
Lyon - février 2010
![Page 2: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/2.jpg)
image
radioweb 2.0
TV
newspagesmagazines
iden
tity
![Page 3: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/3.jpg)
values
sciencessustainable
greenhistorical figures
lifestylesports
iden
tity
![Page 4: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/4.jpg)
experiences
schoolsshopping
servicesmobility
events
gardensbikers
night lifegastronomy
iden
tity
![Page 5: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/5.jpg)
with so much of too much …
how to build your
iden
tity
urbanurban identityidentity ?
![Page 6: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/6.jpg)
Urban Places
• identityidentity• attractivenessattractiveness• brandingbranding
3 steps
need a new language
![Page 7: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/7.jpg)
1. identity
![Page 8: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/8.jpg)
building identity
roots sense emotions
iden
tity
![Page 9: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/9.jpg)
how ?
• books & media • group discussions / thematics• interviews / key personalities • blogs / residents
iden
tity
hearing !hearing !
![Page 10: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/10.jpg)
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
![Page 11: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/11.jpg)
2nd step = sense sense what makes the Place different ?
iden
tity
![Page 12: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/12.jpg)
3rd step = emotionsemotionshow does the Place make me feel ?
iden
tity
![Page 13: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/13.jpg)
2. attractiveness
![Page 14: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/14.jpg)
building attractiveness
identity +points language
![Page 15: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/15.jpg)
how ?
• identity choice• sectorial partnership• competitive advantages
iden
tity
teaming !teaming !
![Page 16: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/16.jpg)
1st choice : from identity to personalitypersonality
• people
• in the air
• icons
attra
ctiv
enes
s
![Page 17: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/17.jpg)
2nd choice : from identity to +points +points
• mobility
• climate
• services
attra
ctiv
enes
s
![Page 18: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/18.jpg)
3rd choice : from identity to languagelanguage
investors
cultural freaksgourmets
congresshitec
attra
ctiv
enes
s
![Page 19: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/19.jpg)
3. branding
![Page 20: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/20.jpg)
building branding
identity attractiveness branding
![Page 21: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/21.jpg)
how ?
• roots• stories• colours
iden
tity
focussing !focussing !
![Page 22: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/22.jpg)
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,
![Page 23: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/23.jpg)
1. urban identity2. Place attractiveness3. branding
![Page 24: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/24.jpg)
attractiveness - CEO
public public
Place new language
![Page 25: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/25.jpg)
USE - managers
public/private teams public/private teams
city new organisation
![Page 26: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/26.jpg)
roots
![Page 27: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/27.jpg)
my European Village
my world city
cools
stories
![Page 28: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/28.jpg)
colour scheme
![Page 29: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/29.jpg)
yestertay
postcards
discount
noise
![Page 30: 2010 02 Lyon](https://reader033.fdocuments.us/reader033/viewer/2022061111/54557c13af7959d8748b4e23/html5/thumbnails/30.jpg)
tomorow
jobs
urban identity
melody