In one of his lectures on place branding, he mentioned some interesting facts that involve a more
interactive and outgoing form of branding, focusing more on feelings and people.
- Design must be relevant with contemporary issues, and branding is a holistic media
communication approach, and not just a corporate issue.
- "Brand", as a word derives from norwegian language. It means "burned". (I the past people used to
mark animals or object with burned stamps, in order to identify them.)
- When the city of Bilbao had financial issues, in order to get out of the crisis it had to transform
itself to a cultural Mekka. That is when the Guggenheim Museum in Bilbao was built.
- Corporate experience can be part of a city's tourist experience. For example in New York,
retail shops like the Apple store and Abercrombie&Fitch have become tourist attractions.
So, is it possible to create a corporate experience into a cultural one?
- Media coordination can be a key factor for successful branding.
- The co-existance of the old and the new in an urban environment can be described
as cultural / identity sustainability. The new must not overpower the old. Both need to interact.
(In terms of human relationships, Facebook must not overpower actual human contact.)
- Can a platform be created so that people tell their experiences about their home town?
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