How to build a City brand?
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City Brands are systemic brands. They depend on dozens of elements like: Symbols, Monuments, Transportations, People, Food, Climate, Language, Culture, Objects, Scenarios. This presentation is about creating City Brands and it was created for the IN Festival held in Lisbon in May 2013.
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How to build a City brand?
- 1. How to build city brands With TAXIS, buses, Bulls, TELEphONES, Trams, subway and coffee shops? City Branding & Tourism and Hospitality by: Rui Ventura Lisboa, 30 de Maio, 2013 = =
- 2. Do you know the 277 a/93 legislation? Rui.ventura@appm.pt
- 3. It transformed a valuable brand into something generic Rui.ventura@appm.pt
- 4. Transformed the popular green & black taxis into white boring cars Rui.ventura@appm.pt
- 5. Destroying a part of the portuguese identity Rui.ventura@appm.pt
- 8. But good news: people do not forget good brands Rui.ventura@appm.pt
- 9. And part of this identity is being rescued. Rui.ventura@appm.pt Good news: legislation changed and its legal again to have a green & black taxi
- 10. Can you Imagine ny without the yellow cab? Rui.ventura@appm.pt
- 15. They are celebrated by brands Rui.ventura@appm.pt
- 17. There are more than + 10.000 taxi souvenir REFS. Generate business Rui.ventura@appm.pt
- 18. Can you imagine london without the black cab? Rui.ventura@appm.pt
- 20. Could you imagine london without the double decker bus? Rui.ventura@appm.pt
- 22. Or without the underground? Rui.ventura@appm.pt
- 23. They are part of the city brand Rui.ventura@appm.pt
- 24. They are all over the world as merchandising Rui.ventura@appm.pt
- 25. That’s why We need portable and tangible icons. Rui.ventura@appm.pt
- 26. Could the “cacilheiro” boat be that icon? Rui.ventura@appm.pt
- 27. Maybe. If we don’t destroy it Rui.ventura@appm.pt
- 28. Or, could our tram car be that icon? Rui.ventura@appm.pt
- 30. Guilherme Santos launched an online request to lego. Rui.ventura@appm.pt
- 31. If his proposal gets approved LisbonTram will be in the hands of all children across theWorld.This idea itself is more powerful than a global advertising campaign, its crowd-sourced, and its free. Rui.ventura@appm.pt
- 32. Other city branding elements City Branding & Tourism and Hospitality==
- 33. Do they still use this in london? Rui.ventura@appm.pt
- 34. Is this question relevant? Rui.ventura@appm.pt
- 35. The phone booth is a world icon And a photo scenario for all tourists. Rui.ventura@appm.pt
- 36. Here, we see the phone booths just as an equipment Rui.ventura@appm.pt
- 37. What brand is this? Rui.ventura@appm.pt
- 38. Rui.ventura@appm.pt Originally it was osbourne wines, but now its spain.
- 39. Rui.ventura@appm.pt It’s a multi million euro brand
- 41. We could easily have our own “bull brand icon” With Sandeman port brand Rui.ventura@appm.pt
- 43. Rui.ventura@appm.pt Sandeman have the potential and the sexyness of other global brands
- 44. How about the paris coffee identity? Rui.ventura@appm.pt
- 50. Rui.ventura@appm.pt Here, our panorama is like this…
- 53. Rui.ventura@appm.pt But we have good examples from our heritage
- 55. Mestre gonçalo rodrigues dos santos Rui.ventura@appm.pt
- 56. Rui.ventura@appm.pt Created the “gonçalo chair” in the 30’s
- 57. Comercialized by: ARCAlo From the 30’s to the 50’s Durable and stackable 100% portuguese Design Rui.ventura@appm.pt
- 58. The choice is ours: do we change or surrender to plastic? Rui.ventura@appm.pt
- 59. City brands are built with consistency, with a systemic approach. Its like a collage of products and brands that are build on culture, heritage and icons. Conclusions:= = Lisboa, 30 de Maio, 2013 by: Rui Ventura