1. THE BRAND
OF THE CITY
RESONANCE

2. PLACES ARE OUR PASSION
_

3. PLACES CREATE INSPIRATION
_

4. PLACES CREATE ENERGY
_

5. PLACES CREATE CONNECTIONS
_

6. PLACES CREATE PROSPERITY
_

7. ABOUT US
_
RESONANCE CONSULTANCY CREATES
DEVELOPMENT STRATEGIES, PLANS,
POLICIES AND BRANDS THAT SHAPE
THE FUTURE OF DESTINATIONS AND
COMMUNITIES AROUND THE WORLD.

8. VANCOUVER
_

9. REPUBLIC OF IRELAND
_

10. ARUBA
_

11. CINCINNATI
_

12. HAITI
_

13. PLACE
_
HOW DO YOU MEASURE THE
QUALITY AND COMPETITIVE
IDENTITY OF ONE PLACE TO
ANOTHER?

14. PLACE
_
RESONANCE CONSULTANCY HAS
ANALYZED AND BENCHMARKED
236 CITIES IN AN EFFORT TO
ANSWER THIS QUESTION.

15. THE BRAND OF THE CITY
_
- The key factors that shape the “brand” of a city today
- A new approach for evaluating the competitive strengths and
weaknesses of a destination
- A recommended model for the integrated development and
management of a city’s competitive identity

17. WHAT IS PLACE?
_

18. PLACES OF ALL SIZES COMPETE
FOR TALENT, MEETINGS,
TOURISTS, AND INVESTMENT
_

19. THE PERCEIVED IDENTITY OF A
PLACE HAS HISTORICALLY
BEEN DEFINED BY HARDWARE:
ATTRACTIONS, LANDMARKS,
GEOGRAPHY, OR INDUSTRIES.

20. DETROIT
_

21. MACAU
_

22. ROME
_

23. VANCOUVER
_

24. BUT THE MORE FREELY PEOPLE
AND CAPITAL MOVE AROUND THE
WORLD, THE MORE IMPORTANT A
HOLISTIC CITY IDENTITY OR
“BRAND” BECOMES IN
DETERMINING WHERE TALENT,
TOURISM, MEETINGS AND
INVESTMENT FLOWS.

28. ESTIMATED VALUE OF
COCA-COLA’S “BRAND” IS
$79.2 BILLION
- INTERBRAND 2013

29. BRAND EQUITY
_
Brand Equity is “the set of assets and
liabilities linked to a brand’s name and
symbol that adds or subtracts from the value
provided by a product or service to a firm
and/or that firm’s customers.”
David Aaker, Managing Brand Equity

30. A CITY’S BRAND IS ABOUT
MUCH MORE THAN A LOGO OR
A SYMBOL. IT’S A POSITIONING
STRATEGY TO ATTRACT
SPECIFIC TYPES OF TALENT,
TOURISM AND INVESTMENT.

31. THE IDENTITY OF A CITY IS
SHAPED BY MANY MORE
FACTORS THAN THAT OF A
CONSUMER PRODUCT OR
SERVICE.

32. IN 2014, RESONANCE
INTERVIEWED 1,200 “MOBILE”
MILLENNIALS AND ASKED
THEM WHAT THEY LOOK FOR
IN A PLACE TO VISIT OR LIVE.

33. A PLACE TO VISIT
_
1. Safety
2. Cost
3. Favorable climate
4. Scenery and nature
5. Opportunities to learn
6. Easily accessible by plane
7. Good cultural attractions
8. Fun attractions
9. Exciting city environment
10. Close to beach/access to water

34. A PLACE TO VISIT
_
1. Safety
2. Cost
3. Favorable climate
4. Scenery and nature
5. Opportunities to learn
6. Easily accessible by plane
7. Good cultural attractions
8. Fun attractions
9. Exciting city environment
10. Close to beach/access to water
A PLACE TO LIVE
_
1. Safety
2. Housing affordability
3. Job opportunities
4. Scenery and nature
5. Favorable climate
6. Time to commute to work
7. Quality of restaurants
8. Quality of parks and recreation
9. Average wages and income
10. Quality and variety of shopping

35. “THE PROBLEM IS NOT SO MUCH
TO BRAND THE CITY, BUT TO
MAKE THE CITY INTO A BETTER
CITY, A CLEANER CITY, A MORE
CARING CITY – A CITY WITH
SOME INTERESTING THINGS TO
SEE AND DO.”
- PHILIP KOTLER, Author of Marketing Places

36. PLACE EQUITY
_
Place Equity is the set of assets and
liabilities linked to a city’s name and identity
that adds or subtracts from the perceived
attractiveness of a community as
a place to live, meet, visit and invest.

37. WHAT ASSETS AND LIABILITIES
ARE IMPORTANT TO DETERMINE
A CITY’S PLACE EQUITY?

38. PLACE EQUITY IS MEASURED
BY 24 FACTORS GROUPED INTO
6 CATEGORIES.
_
1. Place: Perceived quality of a community’s natural and built environment
2. Product: A community’s key institutions, attractions and infrastructure
3. Programming: The arts, culture and entertainment in a community’s
4. People: Educational attainment, immigration and diversity of a community
5. Prosperity: Employment, income, poverty and companies
6. Promotion: Quantity of articles, references and recommendations online

40. MEASURES TO BENCHMARK
PLACES ON QUANTITATIVE
FACTORS SUCH AS CRIME AND
EMPLOYMENT ARE READILY
AVAILABLE, BUT HOW DO YOU
MEASURE THE QUALITY OF
FACTORS SUCH AS RESTAURANTS,
ARTS, AND NIGHTLIFE?

41. SOCIAL MEDIA CHANNELS SUCH
AS TRIP ADVISOR AND YELP
CONTAIN MORE THAN 270
MILLION CONSUMER GENERATED
RATINGS AND REVIEWS FOR
HUNDREDS OF THOUSANDS OF
PLACES AND EXPERIENCES
AROUND THE WORLD.

42. OUR APPROACH TO MEASURING
THE RELATIVE PLACE EQUITY
OF ONE PLACE TO ANOTHER IS
TO UTILIZE A COMBINATION OF
CORE STATISTICS AND
CONSUMER GENERATED
RATINGS AND REVIEWS.

43. PERCEIVED QUALITY OF A
COMMUNITY’S NATURAL
AND BUILT ENVIRONMENT
PLACE
_

44. PLACE
_
- Average air quality index
- Average number of sunny days
- Crime rate
- Number of very good or excellent neighborhoods and
landmarks recommended by locals and visitors
- Number of very good or excellent parks and outdoor
activities recommended by locals and visitors

45. BEIJING
_

46. BEIJING
_

47. BEIJING
_

48. PLACE
_
PLACEMAKING CREATES A
SENSE OF PLACE,
CONNECTION, AND AN
EMOTIONAL ATTACHMENT TO
A DESTINATION.

49. TIMES SQUARE 1983
_

50. TIMES SQUARE 2013
_

51. THE POWER OF PLACE
_
Chart from page 38 NorthVan Prezi

52. PRODUCT
_
A COMMUNITY’S KEY
INSTITUTIONS,
ATTRACTIONS AND
INFRASTRUCTURE

53. PRODUCT
_
- Ranking of top local university
- Number of direct destinations served by airport
- Size of convention center
- Number of very good or excellent attractions and amusements
recommended by locals and visitors
- Number of very good or excellent museums and fine arts
institutions recommended by locals and visitors
- Number of major league sports teams

54. PRODUCT
_
PRODUCT DEVELOPMENT IS
THE CREATION OF INSTITUTIONS,
INFRASTRUCTURE AND
ATTRACTIONS THAT DRAW
RESIDENTS, VISITORS OR
BOTH TO A PLACE.

55. BILBAO
_

56. MONTHLY OVERNIGHT STAYS OF
FOREIGN VISITORS IN THE PROVINCE
OF BISCAY JAN 1980 TO DEC 2010

57. PROGRAMMING
_
THE ARTS, CULTURE
AND ENTERTAINMENT
IN A COMMUNITY

58. PROGRAMMING
_
- Number of very good or excellent culinary experiences
- Number of very good or excellent shopping experiences
- Number of very good or excellent culture and performing
arts experiences
- Number of very good or excellent places to eat & drink
- Number of very good or excellent nightlife experiences

59. PROGRAMMING
_
PROGRAMMING IS THE
SOFTWARE OF EVENTS AND
CULTURE THAT FOSTER BOTH
IDENTITY AND CONNECTION TO
PLACE.

60. PORTLAND, OR
_

61. PORTLAND, OR
_
Annual Growth since 2000
25 - 34 years

62. PEOPLE
_
EDUCATIONAL ATTAINMENT,
IMMIGRATION AND DIVERSITY
OF A COMMUNITY

63. PEOPLE
_
- Population with bachelor’s degree or higher
- Percentage of foreign-born population
- Percentage of population that speaks a language
other than English

64. PEOPLE
_
DIVERSITY IS NO LONGER
ABOUT ATTRACTING NICHE
MARKETS, BUT MAKING A
DESTINATION APPEALING TO
THE WORLD AT LARGE.

65. INDIANA
_

66. PROSPERITY
_
THE RELATIVE
WEALTH OF A COMMUNITY

67. PROSPERITY
_
− Unemployment rate
− Poverty rate
− Average household income
− Number of major corporate headquarters

68. PROSPERITY
_
PLACEMAKING, PRODUCT
DEVELOPMENT, PROGRAMMING
AND DIVERSITY ARE THE KEYS
TO PROSPERITY IN THE 21ST
CENTURY.

69. VANCOUVER
_

70. VANCOUVER
_

71. VANCOUVER
_

72. VANCOUVER
_

73. PROMOTION
_
HOW MUCH DOES THE
WORLD TALK ABOUT YOU?

74. PROMOTION
_
− Number of Google search results for each city

75. LYON
_

76. LYON
_

77. LYON
_

78. LYON
_

79. Chart page 48 Power of Place Prezi
LYON
_

80. PROMOTION
_
PROMOTION SHOULD BE BASED
ON AND INFORMED BY AN
UNDERSTANDING OF THE
DIFFERENTIATING
CHARACTERISTICS OF YOUR
DESTINATION’S PLACE,
PRODUCT, PROGRAMMING,
PEOPLE AND PROSPERITY.

81. PARIS
_
PLACE
PRODUCT
PROGRAMMING
PEOPLE
PROSPERITY
PROMOTION

82. ZURICH
_
PLACE
PRODUCT
PROGRAMMING
PEOPLE
PROSPERITY
PROMOTION

83. BERLIN
_
PLACE
PRODUCT
PROGRAMMING
PEOPLE
PROSPERITY
PROMOTION

84. VIENNA
_
PLACE
PRODUCT
PROGRAMMING
PEOPLE
PROSPERITY
PROMOTION

85. BARCELONA
_
PLACE
PRODUCT
PROGRAMMING
PEOPLE
PROSPERITY
PROMOTION

86. NEW YORK
_
PLACE
PRODUCT
PROGRAMMING
PEOPLE
PROSPERITY
PROMOTION

87. SAN FRANCISCO
_
PLACE
PRODUCT
PROGRAMMING
PEOPLE
PROSPERITY
PROMOTION

88. BOSTON
_
PLACE
PRODUCT
PROGRAMMING
PEOPLE
PROSPERITY
PROMOTION

89. PORTLAND, OR
_
PLACE
PRODUCT
PROGRAMMING
PEOPLE
PROSPERITY
PROMOTION

90. HOUSTON
_
PLACE
PRODUCT
PROGRAMMING
PEOPLE
PROSPERITY
PROMOTION

92. TOP 15 U.S. CITIES
_
1. New York
2. Los Angeles
3. San Francisco
4. Chicago
5. Boston
6. San Diego
7. Dallas-Fort Worth
8. Miami
9. Portland, OR
10. Washington, DC
11. Orange County
12. Denver
13. San Jose
14. Las Vegas
15. Seattle

93. TOP 15 US CITIES
_
TOP 15 EU CITIES
_
1. London
2. Paris
3. Rome
4. Berlin
5. Amsterdam
6. Barcelona
7. Madrid
8. Zurich
9. Frankfurt
10. Munich
11. Vienna
12. Prague
13. Dublin
14. Warsaw
15. Milan
1. New York
2. Los Angeles
3. San Francisco
4. Chicago
5. Boston
6. San Diego
7. Dallas-Fort Worth
8. Miami
9. Portland, OR
10. Washington, DC
11. Orange County
12. Denver
13. San Jose
14. Las Vegas
15. Seattle

94. BUSINESS
MUNICIPALITY
CVB
EDODMO
COMMUNITY

95. PROCESS
_
POSITIONING AND DEVELOPMENT
OF A CITY SHOULD BE ALIGNED
BETWEEN MUNICIPAL
GOVERNMENTS, BUSINESS,
COMMUNITY, ECONOMIC
DEVELOPMENT AUTHORITIES, AND
CONVENTION AND VISITOR
BUREAUS.

96. PLACE
_
WHAT DIFFERENTIATES YOUR
CITY’S PHYSICAL SENSE OF PLACE
AND WHAT PLACEMAKING
INITIATIVES WOULD SUPPORT
THAT IDENTITY?

97. PRODUCT
_
WHAT DIFFERENTIATES YOUR
PRODUCT OFFERING AND
WHAT ADDITIONAL PRODUCT
DEVELOPMENT INITIATIVES
WOULD SUPPORT THAT
IDENTITY?

98. PROGRAMMING
_
WHAT INTANGIBLE FACTORS
AND EXPERIENCES
DIFFERENTIATE YOUR CITY
AND HOW SHOULD THOSE
CHARACTERISTICS BE
SUPPORTED AND DEVELOPED?

99. PEOPLE
_
WHAT DIFFERENTIATES THE
PEOPLE IN YOUR COMMUNITY
AND WHAT SHOULD BE DONE
TO MAINTAIN/IMPROVE ITS
DIVERSITY?

100. PROSPERITY
_
WHAT DIFFERENTIATES YOUR
CITY’S ECONOMY AND WHAT
SHOULD BE DONE TO MAINTAIN/
IMPROVE THE ECONOMIC
RESILIENCY OF YOUR
COMMUNITY?

101. PROMOTION
_
PROMOTION SHOULD BE
BASED ON AND INFORMED BY
AN UNDERSTANDING OF THE
DIFFERENTIATING
CHARACTERISTICS OF YOUR
DESTINATION’S PLACE,
PRODUCT, PROGRAMMING,
PEOPLE AND PROSPERITY.

102. PROCESS
_
DEVELOPED BASED ON A
PARTNERSHIP BETWEEN
GOVERNMENT, BUSINESS,
COMMUNITY, AND TOURISM
STAKEHOLDERS IN YOUR CITY.

103. BUSINESS
MUNICIPALITY
CVB
EDODMO
COMMUNITY

104. THANK-YOU!
_
Resonance Consultancy
Vancouver | New York
www.resonanceco.com
@resonanceco
Chris Fair, President
cfair@resonanceco.com
@crfair