Decentralization of place brand communication
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Transcript of Decentralization of place brand communication
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Vasily DubeykoVskiyWCF Davos, 8 February 2013
Decentralization oF plaCe branD CommuniCation
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proDuct corporation place
Who are tHe stakeHolDers of tHe branD?
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place stakeHolDers
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Comms Controllability Vs # oF stakeholDers
Controllability oF CommuniCations
# oF stakeholDers
product Corporation place
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types oF CommuniCation
by paul baran. on distributed communication, memorandum rm-3420-pt prepared for uniteD state air ForCe proJeCt ranD. August 1964
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DaVos. CentralizeD CommuniCation
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berlin. DeCentralizeD CommuniCation
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lonDon. DeCentralizeD CommuniCation
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my reFrigerator
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my reFrigerator: berlin anD lonDon memoirs
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question #1
Who knoWs the song
gangnam style?
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question #2
Who knoWs What is
gangnam?
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GanGnam Distirct
gangnam-gu is seoul district with 527k inhabitants
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gangnam official commnnication
http://global.gangnam.go.kr/globalindex.do
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psy “gagnam style” statistics
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psy Vs oFFiCial CommuniCation
Vs
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psy Vs oFFiCial CommuniCation
Vs
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leveraging the “gagnam style” equity. attempts
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Who is tHe owner oF the plaCe branD?
Famous singer stakeholDers
or
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plaCe branD enGaGment by crowDsoursinG
http://youtu.be/lkm8poytXvw
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tHirD type oF CommuniCation
by paul baran. on distributed communication, memorandum rm-3420-pt prepared for uniteD state air ForCe proJeCt ranD. August 1964
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tHe future oF plaCe branD CommuniCation
1
2
place brand is the idea that: - is relevant to the place identity - unites all inhabitants
each stakeholder becomes a touch point for the place brand.
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contacts
Vasily DubeykoVskiyCeo at Citybranding, moscow
[email protected]+7 (925) 011-02-54
citybranding.ru/en
vk.com/citybranding youtube.com/citybrandfb.com/brand4city citybranding.lj.rutwitter.com/brandcity