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Urban Identity
Pr. andré vrydagh
Lyon - février 2010
image
radioweb 2.0
TV
newspagesmagazines
iden
tity
values
sciencessustainable
greenhistorical figures
lifestylesports
iden
tity
experiences
schoolsshopping
servicesmobility
events
gardensbikers
night lifegastronomy
iden
tity
with so much of too much …
how to build your
iden
tity
urbanurban identityidentity ?
Urban Places
• identityidentity• attractivenessattractiveness• brandingbranding
3 steps
need a new language
1. identity
building identity
roots sense emotions
iden
tity
how ?
• books & media • group discussions / thematics• interviews / key personalities • blogs / residents
iden
tity
hearing !hearing !
visuel psychologique symbolique
bienvenue
welkomwilkommen
welcome
benvenutovälkomnande
bienvenida
καλωσόρισμα
добро пожаловатьbienvenue
welkomwilkommen
welcome
benvenutovälkomnande
bienvenida
καλωσόρισμα
добро пожаловатьbienvenue
welkomwilkommen
welcome
benvenutovälkomnande
bienvenida
καλωσόρισμα
добро пожаловатьbienvenue
welkomwilkommen
welcome
benvenutovälkomnande
bienvenida
καλωσόρισμα
добро пожаловать
1st step = rootsroots
what kind of Place ?iden
tity
2nd step = sense sense what makes the Place different ?
iden
tity
3rd step = emotionsemotionshow does the Place make me feel ?
iden
tity
2. attractiveness
building attractiveness
identity +points language
how ?
• identity choice• sectorial partnership• competitive advantages
iden
tity
teaming !teaming !
1st choice : from identity to personalitypersonality
• people
• in the air
• icons
attra
ctiv
enes
s
2nd choice : from identity to +points +points
• mobility
• climate
• services
attra
ctiv
enes
s
3rd choice : from identity to languagelanguage
investors
cultural freaksgourmets
congresshitec
attra
ctiv
enes
s
3. branding
building branding
identity attractiveness branding
how ?
• roots• stories• colours
iden
tity
focussing !focussing !
your VillageEuropean
because you will want
to be part of this happy city
because this smallgreen city has a world reputation
because association with Europe
makes life difficultfor competitors
bran
ding
Brussels,
1. urban identity2. Place attractiveness3. branding
attractiveness - CEO
public public
Place new language
USE - managers
public/private teams public/private teams
city new organisation
roots
my European Village
my world city
cools
stories
colour scheme
yestertay
postcards
discount
noise
tomorow
jobs
urban identity
melody