The document discusses building urban identity, attractiveness, and branding in 3 steps. The first step is defining the city's identity by exploring its roots, personality, and what emotions it evokes. The second step is enhancing attractiveness by focusing on sectors, partnerships, and competitive advantages. The third step is crafting an effective brand by linking the identity and attractiveness to a compelling brand message focused on roots and stories.

1. Lyon - février 2010 Urban Identity Pr. andré vrydagh

2. image radio web 2.0 TV newspages magazines identity

3. values sciences sustainable green historical figures lifestyle sports identity

4. experiences schools shopping services mobility events gardens bikers night life gastronomy identity

7. 1. identity

8. building identity   identity roots sense emotions

11. 2nd step = sense what makes the Place different ? identity

12. 3rd step = emotions how does the Place make me feel ? identity

13. 2. attractiveness

14. building attractiveness   identity +points language

18. 3rd choice : from identity to language investors cultural freaks gourmets congress hitec attractiveness

19. 3. branding

20. building branding   identity attractiveness branding

22. your Village European because you will want to be part of this happy city because this small green city has a world reputation    because association with Europe makes life difficult for competitors branding Brussels,

26. roots

28. colour scheme

29. yestertay postcards discount noise  

30. tomorow jobs urban identity melody  

31. andre@andrebranding.eu www.andrebranding.eu www.linkedin.com/in/andrebranding