Vasily DubeykoVskiyWCF Davos, 8 February 2013

Decentralization oF plaCe branD CommuniCation

proDuct corporation place

Who are tHe stakeHolDers of tHe branD?

place stakeHolDers

Comms Controllability Vs # oF stakeholDers

Controllability oF CommuniCations

# oF stakeholDers

product Corporation place

types oF CommuniCation

by paul baran. on distributed communication, memorandum rm-3420-pt prepared for uniteD state air ForCe proJeCt ranD. August 1964

DaVos. CentralizeD CommuniCation

berlin. DeCentralizeD CommuniCation

lonDon. DeCentralizeD CommuniCation

my reFrigerator

my reFrigerator: berlin anD lonDon memoirs

question #1

Who knoWs the song

gangnam style?

question #2

Who knoWs What is

gangnam?

GanGnam Distirct

gangnam-gu is seoul district with 527k inhabitants

gangnam official commnnication

http://global.gangnam.go.kr/globalindex.do

psy “gagnam style” statistics

psy Vs oFFiCial CommuniCation

Vs

psy Vs oFFiCial CommuniCation

Vs

leveraging the “gagnam style” equity. attempts

Who is tHe owner oF the plaCe branD?

Famous singer stakeholDers

or

plaCe branD enGaGment by crowDsoursinG

http://youtu.be/lkm8poytXvw

tHirD type oF CommuniCation

by paul baran. on distributed communication, memorandum rm-3420-pt prepared for uniteD state air ForCe proJeCt ranD. August 1964

tHe future oF plaCe branD CommuniCation

1

2

place brand is the idea that: - is relevant to the place identity - unites all inhabitants

each stakeholder becomes a touch point for the place brand.

contacts

Vasily DubeykoVskiyCeo at Citybranding, moscow

v@citybranding.ru+7 (925) 011-02-54

citybranding.ru/en

vk.com/citybranding youtube.com/citybrandfb.com/brand4city citybranding.lj.rutwitter.com/brandcity