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TD CANADA TRUST RESL 2013: SOUTH ASIAN CREATIVE/ MEDIA
© barrettandwelsh
Creating and managing Brampton’s Economic Brand
N...
© barrettandwelsh
A COMPLEX REALITY
Multiple stakeholders, needs and objectives
© barrettandwelsh
© barrettandwelsh
Sharon Wilcox
Bob Darling
Sohail Saeed
Cassandra Baccardax
Kelly Ballinger
Jennifer Vivian
Nancy Johnsto...
© barrettandwelsh
“cheap and run down”, “nothing to do”
blue collar, low income, high crime, not safe, high insurance,
com...
© barrettandwelsh
THE SILVER LINING: THE COMMUNITY
“great place to raise a family”, “I love to live here”
“one of the best...
© barrettandwelsh
DISCOVERY AND GAP ANALYSIS
•9th largest city in Canada, 4th largest in Ontario
•Lowest median age (34.7 ...
© barrettandwelsh
© barrettandwelsh
What is
best about
Brampton?
© barrettandwelsh
perception
Make positive realities
outstrip negative
perceptions.
Perception-reality disconnect.
messagi...
© barrettandwelsh
Strategic Brand Foundation Strategic Objective
Brand ID
DevelopmentStrategic Approach
© barrettandwelsh
CITY BRANDS
FRAMEWORK
PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
Perception of
economic an...
© barrettandwelsh
PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
NEW YORK CITY
BILBAO
BRAMPTON (CITY)
DISCOVERY:...
© barrettandwelsh
PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
Perception
of economic
opportunities.
Does it s...
© barrettandwelsh
PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
BRAMPTON EDO
“there are three
cities that
[fran...
© barrettandwelsh
PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
NEW YORK CITY
BILBAO
BRAMPTON (CITY)
?
DISCOVER...
© barrettandwelsh
PRESENCE
POTENTIAL
PULSE
PLACE
PEOPLE
PRINCIPAL
ELEMENTS
Perception of
economic
opportunities.
Does it s...
© barrettandwelsh
© barrettandwelsh
New York:
© barrettandwelsh
Paris:
© barrettandwelsh
Toronto:
© barrettandwelsh
Bilbao:
© barrettandwelsh
Use our Guggenheim
to define our brand.
© barrettandwelsh
But what’s our Guggenheim?
© barrettandwelsh
What is best in Brampton?
© barrettandwelsh
The spirit of Bramptonians.
© barrettandwelsh
Our Guggenheim is... us!
© barrettandwelsh
BRAND DEVELOPMENT
Our Guggenheim is Us Strategic Objective
Brand ID
DevelopmentStrategic Approach
Approv...
Our Guggenheim is Us.
Allows us to be rich in the most valuable of all resources - people.
Our Guggenheim is Us.
Catapults us into the next generation of globally competitive cities.
Our Guggenheim is Us.
Enables us to differentiate ourselves from every other city.
© barrettandwelsh
BRAND DEVELOPMENT
Our Guggenheim is Us
Strategic Objective
Rebrand
and reposition
the Brampton
economic ...
© barrettandwelsh
?
BRAND DEVELOPMENT
Our Guggenheim is Us
Strategic Brand Foundation Strategic Objective
Rebrand
and repo...
© barrettandwelsh
© barrettandwelsh
KEY PATHWAYS
Raw human energy
Growth catalyst
Boundless opportunity
Our Guggenheim is Us
Approved Strate...
© barrettandwelsh
CREATING THE BRAND
identify this is who i am
differentiate remember me
signify like me
© barrettandwelsh© barrettandwelsh
© barrettandwelsh
opportunity
Leverage the right
assets better.
perception
Make positive
realities outstrip
negative
perce...
© barrettandwelsh
© barrettandwelsh
© barrettandwelsh
© barrettandwelsh
The story of Brampton...
© barrettandwelsh
“Live, work, play”?
1.7 billion google search
results.
“Open for business”?
488 million.
© barrettandwelsh
“Live, work, play”?
1.7 billion google search
results.
“Open for business”?
488 million.
© barrettandwelsh
THE PRIMARY ELEMENTS OF BRAND IDENTITY
brand name
brand tag
brand logo
brand identity
VERBAL IDENTITY
VI...
© barrettandwelsh
© barrettandwelsh
© barrettandwelsh
© barrettandwelsh
BETWEEN THE LINES: B...
BRAND IDENTITY 2
Meaning:
b... = brampton, brampton is more - a place that is mo...
© barrettandwelsh
© barrettandwelsh
© barrettandwelsh
© barrettandwelsh
© barrettandwelsh
© barrettandwelsh
© barrettandwelsh
Leadership buy in, civic pride, media buzz, a morale lift,
the halo effect, the disciple effect, celebra...
© barrettandwelsh
© barrettandwelsh
LET’S TALK...
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Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 1 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 2 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 3 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 4 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 5 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 6 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 7 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 8 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 9 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 10 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 11 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 12 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 13 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 14 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 15 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 16 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 17 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 18 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 19 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 20 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 21 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 22 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 23 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 24 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 25 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 26 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 27 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 28 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 29 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 30 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 31 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 32 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 33 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 34 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 35 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 36 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 37 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 38 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 39 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 40 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 41 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 42 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 43 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 44 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 45 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 46 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 47 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 48 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 49 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 50 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 51 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 52 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 53 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 54 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 55 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 56 Gavin Barrett Schulich Guest Lecture: Brampton EDO Case Slide 57

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Gavin Barrett Schulich Guest Lecture: Brampton EDO Case

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Not all place brands are destinations. A case study presentation on the economy brand and strategy designed by Barrett and Welsh for the City of Brampton's Economic Development Office.

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Gavin Barrett Schulich Guest Lecture: Brampton EDO Case

  1. 1. TD CANADA TRUST RESL 2013: SOUTH ASIAN CREATIVE/ MEDIA © barrettandwelsh Creating and managing Brampton’s Economic Brand NOT ALL PLACE BRANDS ARE DESTINATIONS gavin barrett > barrettandwelsh > june 27, 2013
  2. 2. © barrettandwelsh A COMPLEX REALITY Multiple stakeholders, needs and objectives
  3. 3. © barrettandwelsh
  4. 4. © barrettandwelsh Sharon Wilcox Bob Darling Sohail Saeed Cassandra Baccardax Kelly Ballinger Jennifer Vivian Nancy Johnston Andrea Thomson Amanda Lemon Denise McClure Jeff Baines Brian Stittle Daniel Bishun Dennis Cutajar DOCUMENT REVIEW SECONDARY RESEARCH DISCOVERY: BRAND EQUITY ASSESSMENT AND ANALYSIS INTERVIEWS: EDO INTERVIEWS: BARAC Peter VanSickle Bob Peacock Param Sidhu Tony DePascal Sham Jamal Marnie Richards Steve Shields Councillor Gael Miles Councillor Sandra Hames Mayor Susan Fennell Brampton’s Economic Foundations - SWOT Analysis Downtown Brampton HACE Creative Economy Action Plan Brampton Guardian “Why Brampton” Contest Responses SBEC Strategic Plan 2011 - 2015 Downtown Brampton Creative Economy Plan Official City Plan 2006 Six Pillars Strategic Plan City of Brampton EDO Social Media Strategy Brampton in the Supply Chain presentation Rose Theatre Patron Experience Survey EDO Marketing Strategy 1999-2001, 2002-2004, 2006-2008, 2009-2011 EDO Strategy and Plan 2012 Economic Development & Communications Business Plan Home for the Holidays - Contest Responses Resident Attitudes Towards City of Brampton - 2007 Brampton Corporate Communications Handbook Brampton Visual Identity Guide Flower City Strategy and Administration Plan Brampton Guardian Brampton EDO Twitter feed Mayor Susan Fennell FB Page CatchTheSpiritBrampton.com Workopolis Listings / Twitter feeds TripAdvisor StatsCanada City of Brampton Website & Information Portals VISITS Tours and site visits to key Brampton EDO-related locations Companies that recently chose not to be in Brampton: to be completed Primary Community Research - recommended, not in mandate ADDITIONAL RESEARCH (Recommended)
  5. 5. © barrettandwelsh “cheap and run down”, “nothing to do” blue collar, low income, high crime, not safe, high insurance, community defending & apologizing for choosing Brampton THERE IS A “DARK CLOUD” OVER THE BRAMPTON BRAND... DISCOVERY AND GAP ANALYSIS
  6. 6. © barrettandwelsh THE SILVER LINING: THE COMMUNITY “great place to raise a family”, “I love to live here” “one of the best parks and recreation programs” “small town feel”, “a strong heritage” “great work ethic”, “hardworking” “good neighbours, great neighbourhoods” “raw energy” DISCOVERY AND GAP ANALYSIS
  7. 7. © barrettandwelsh DISCOVERY AND GAP ANALYSIS •9th largest city in Canada, 4th largest in Ontario •Lowest median age (34.7 years), among the largest cities •Average HHI of $93,961 (2011) •Culturally, ethnically rich, vibrant and alive •World Heath Organization International Safe Community •FT Ranking 8th in Infrastructure •Triple-A Credit Rating by Standard and Poors •Sheridan Institute of Advanced Technology and Learning •Algoma University THE HARD FACTS: THE OUTLOOK IS BRIGHT
  8. 8. © barrettandwelsh
  9. 9. © barrettandwelsh What is best about Brampton?
  10. 10. © barrettandwelsh perception Make positive realities outstrip negative perceptions. Perception-reality disconnect. messaging Create positive brand mythology to replace fuzzy fictions and price of entry functional stories. Absence of a story. opportunity Leverage the right assets better. Use of non-differentiating assets. Brampton’s positive realities had to outstrip negative perceptions. But it could not do this by leveraging the typical — like most economies. DISCOVERY AND GAP ANALYSIS
  11. 11. © barrettandwelsh Strategic Brand Foundation Strategic Objective Brand ID DevelopmentStrategic Approach
  12. 12. © barrettandwelsh CITY BRANDS FRAMEWORK PRESENCE POTENTIAL PULSE PLACE PEOPLE PRINCIPAL ELEMENTS Perception of economic and educational opportunities. Does it seem easy to find a job? Is it a good place to do business or pursue higher education. Perception of city life: are there interesting things to fill free time with? Is it exciting and are there new things to discover? City's international status and standing + the global familiarity/ knowledge of the city. City's contribution to global science, culture and governance Perception of physical attributes: climate, cleanliness, architecture, parks. Perception of citizens: are they warm and welcoming, does it feel safe, is it easy to fit in in terms of language and culture. Perception of city basics: are they satisfactory, affordable and accommodating? How good are the schools, hospitals, transportation and sports facilities.
  13. 13. © barrettandwelsh PRESENCE POTENTIAL PULSE PLACE PEOPLE PRINCIPAL ELEMENTS NEW YORK CITY BILBAO BRAMPTON (CITY) DISCOVERY: BRAND EQUITY ASSESSMENT AND ANALYSIS
  14. 14. © barrettandwelsh PRESENCE POTENTIAL PULSE PLACE PEOPLE PRINCIPAL ELEMENTS Perception of economic opportunities. Does it seem easy to find a job? Is it a good place to do business? Perception of city’s economic life: are there interesting businesses? Is there a downtown business core? Are they new business events and launches? City's international status and standing + the global familiarity/ knowledge of the city. City's place in global economy. Perception of physical attributes: geography, climate, cleanliness, architecture, parks. Perception of community: age, education, competitiveness, innovation, culture of entrepreneurship Perception of city’s economic basics: are they satisfactory, affordable and accommodating? How good are the regulatory environment, financial sector, transportation, tax base, business support? EDO BRAND FRAMEWORK
  15. 15. © barrettandwelsh PRESENCE POTENTIAL PULSE PLACE PEOPLE PRINCIPAL ELEMENTS BRAMPTON EDO “there are three cities that [franchisors] are not interested in, Richmond Hill, Markham and Brampton” “excellent parks and rec” “who would know” Strategically located to access GTA, Ontario and Canada, Access to Pearson & CN Intermodal, Availability of ICI land, strong business support “ghost town after 5” blue collar, low income, “hardworking”, “excellent workers”
  16. 16. © barrettandwelsh PRESENCE POTENTIAL PULSE PLACE PEOPLE PRINCIPAL ELEMENTS NEW YORK CITY BILBAO BRAMPTON (CITY) ? DISCOVERY: BRAND EQUITY ASSESSMENT AND ANALYSIS BRAMPTON (ECONOMY)
  17. 17. © barrettandwelsh PRESENCE POTENTIAL PULSE PLACE PEOPLE PRINCIPAL ELEMENTS Perception of economic opportunities. Does it seem easy to find a job? Is it a good place to do business. Perception of city’s economic life: are there interesting businesses? Is there a downtown business core? Are they new business events and launches? City's international status and standing + the global familiarity/ knowledge of the city. City's place in global economy. Perception of physical attributes: geography, climate, cleanliness, architecture, parks. Perception of community: age, education, competitiveness, innovation, culture of entrepreneurship Perception of city’s economic basics: are they satisfactory, affordable and accommodating? How good are the regulatory environment, financial sector, transportation, tax base, business support? RECAP BRAMPTON’S ECONOMIC DEVELOPMENT BRAND
  18. 18. © barrettandwelsh
  19. 19. © barrettandwelsh New York:
  20. 20. © barrettandwelsh Paris:
  21. 21. © barrettandwelsh Toronto:
  22. 22. © barrettandwelsh Bilbao:
  23. 23. © barrettandwelsh Use our Guggenheim to define our brand.
  24. 24. © barrettandwelsh But what’s our Guggenheim?
  25. 25. © barrettandwelsh What is best in Brampton?
  26. 26. © barrettandwelsh The spirit of Bramptonians.
  27. 27. © barrettandwelsh Our Guggenheim is... us!
  28. 28. © barrettandwelsh BRAND DEVELOPMENT Our Guggenheim is Us Strategic Objective Brand ID DevelopmentStrategic Approach Approved Strategic Brand Foundation
  29. 29. Our Guggenheim is Us. Allows us to be rich in the most valuable of all resources - people.
  30. 30. Our Guggenheim is Us. Catapults us into the next generation of globally competitive cities.
  31. 31. Our Guggenheim is Us. Enables us to differentiate ourselves from every other city.
  32. 32. © barrettandwelsh BRAND DEVELOPMENT Our Guggenheim is Us Strategic Objective Rebrand and reposition the Brampton economic brand as a forward-thinking, creative, dynamic catalyst for business success Brand ID DevelopmentStrategic Approach Approved Strategic Brand Foundation
  33. 33. © barrettandwelsh ? BRAND DEVELOPMENT Our Guggenheim is Us Strategic Brand Foundation Strategic Objective Rebrand and reposition the Brampton economic brand as a forward-thinking, creative, dynamic catalyst for business success Unleash Brampton’s most powerful, yet underutilized asset – the raw energy of its human potential – and leverage it to build a mythology for Brampton’s economic brand Strategic Approach Brand ID Development
  34. 34. © barrettandwelsh
  35. 35. © barrettandwelsh KEY PATHWAYS Raw human energy Growth catalyst Boundless opportunity Our Guggenheim is Us Approved Strategic Brand Foundation Approved SMO Rebrand and reposition the Brampton economic brand as a forward-thinking, creative, dynamic catalyst for business success Unleash Brampton’s most powerful, yet underutilized asset – the raw energy of its human potential – and leverage it to build a mythology for Brampton’s economic brand Approved Strategic Approach Brand ID Development
  36. 36. © barrettandwelsh CREATING THE BRAND identify this is who i am differentiate remember me signify like me
  37. 37. © barrettandwelsh© barrettandwelsh
  38. 38. © barrettandwelsh opportunity Leverage the right assets better. perception Make positive realities outstrip negative perceptions. messaging Create positive brand mythology to replace fuzzy fictions and price of entry functional stories. Perception-reality disconnect. Absence of a story. DISCOVERY AND GAP ANALYSIS: KEY LEARNINGS FOR BRAMPTON’S EDO BRAND: Use of non-differentiating assets.
  39. 39. © barrettandwelsh
  40. 40. © barrettandwelsh
  41. 41. © barrettandwelsh
  42. 42. © barrettandwelsh The story of Brampton...
  43. 43. © barrettandwelsh “Live, work, play”? 1.7 billion google search results. “Open for business”? 488 million.
  44. 44. © barrettandwelsh “Live, work, play”? 1.7 billion google search results. “Open for business”? 488 million.
  45. 45. © barrettandwelsh THE PRIMARY ELEMENTS OF BRAND IDENTITY brand name brand tag brand logo brand identity VERBAL IDENTITY VISUAL IDENTITY
  46. 46. © barrettandwelsh
  47. 47. © barrettandwelsh
  48. 48. © barrettandwelsh
  49. 49. © barrettandwelsh BETWEEN THE LINES: B... BRAND IDENTITY 2 Meaning: b... = brampton, brampton is more - a place that is more than the expected; b... = be, be more, be a better, greater, fuller you; b... = business, business that expands, connects, grows, is creative, opportunistic, looks for solutions, is filled with possibilities. Rationalization: Invitation to exist in, move to and benefit from a place (Brampton) that offers a plethora of choices, a liberating diversity of opportunity. Intangibles: raw energy, essential, personal, “Be!”, human, expressive, invitational, imperative, creative, imaginative, celebratory, a rallying cry, a call to action, unending, excitement, an appetite for life, constantly evolving, growing, no red tape, liberty, a liberating environment , freedom!, alive, aspirational, inspiring, extraordinary, open, open-ended, open-minded, potential unlocked unfolding, expanding, multi-faceted, inclusive, diverse, adaptable, flexible, connected, variegated, mosaic Differentiation: fresh and unique as a city economic (and other) brand name both in the GTA and internationally Negatives: ambiguous, unplanned, undefined, unknowns...
  50. 50. © barrettandwelsh
  51. 51. © barrettandwelsh
  52. 52. © barrettandwelsh
  53. 53. © barrettandwelsh
  54. 54. © barrettandwelsh
  55. 55. © barrettandwelsh
  56. 56. © barrettandwelsh Leadership buy in, civic pride, media buzz, a morale lift, the halo effect, the disciple effect, celebration
  57. 57. © barrettandwelsh
  58. 58. © barrettandwelsh LET’S TALK...

Not all place brands are destinations. A case study presentation on the economy brand and strategy designed by Barrett and Welsh for the City of Brampton's Economic Development Office.

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