The Vox Populi on Canada’s Municipal Brands

The Vox Populi on

Canada’s Municipal Brands

How citizens of Toronto, Vancouver, Calgary &

Montreal view their city and its government

A brand is a collection of

perceptions in people’s minds

What the citizens think is the

reality of our municipal brands

We surveyed a representative

sample of 1611 people. Roughly

400 each in Toronto, Vancouver,

Montreal and Calgary

We asked them what they thought

of the city in which they live

The survey was conducted on-line with members of the Angus Reid Forum panel, July 12, 2012

Municipal Brand Image

Satisfaction with QOL in their City % very or extremely satisfied

24%

41% 33%

22%

2%

6%

7%

1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Toronto Calgary Vancouver Montreal

Very Extremely

Municipal Brand attributes that drive

perceptions of greater QOL

5 minutes

We determined how much each people’s ratings of their city on each of these attributes explain their overall rating on

their city government, using Shapley Value regression.. R2 is .33. The larger the phrase, the more important it is

60%

90%

70%

41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

“On the Rise”

% say it describes their city

“Embraces Sustainability”

% say it describes their city

49%

58%

72%

45%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

embraces sustainability

“Embraces Innovation”

% say it describes their city

50%

73%

61% 65%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

27%

42% 41% 35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

“On Top of Infrastructure Needs”

% say it describes their city

Municipal Government Image

29%

62%

42%

22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

Municipal Government rating

% saying doing a “good job”

Relative importance of Municipal Brand

attributes in driving perceptions of

government doing a good/bad job

We determined how much each people’s ratings of their city on each of these attributes explain their overall rating on

their city government, using Shapley Value regression. R2 is .64. The larger the phrase, the more important it is.

“Enhancing Your QOL”

% municipal govt. doing a “good job”

32%

60%

45%

30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

“Responding to Citizen’s Needs”

% municipal govt. doing a “good job”

31%

57%

39%

29%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

“Being Accountable”

% municipal govt. doing a “good job”

26%

49%

34%

23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

“Giving Citizens Their Say”

% municipal govt. doing a “good job”

41%

56%

38% 33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

Mayoral Image

Relative importance of Mayoral Image

attributes in driving perceptions of

government doing a good/bad job

We determined how much each people’s ratings of their city on each of these attributes explain their overall rating on

their city government, using Shapley Value regression. R2 is .43. The larger the phrase, the more important it is

“Inefficient”

Percent who say it describes their Mayor

40%

10%

27%

56%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

“Intelligent”

Percent who say it describes their Mayor

12%

74%

45%

15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

“In touch”

Percent who say it describes their Mayor

13%

49%

25%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Toronto Calgary Vancouver Montreal

Calgary’s Mayoral Brand Image

The larger the word, the more people say it describes Rob Ford, Mayor of Toronto

Vancouver’s Mayoral Brand Image

The larger the word, the more people say it describes Rob Ford, Mayor of Toronto

Montreal’s Mayoral Brand Image

The larger the word, the more people say it describes Rob Ford, Mayor of Toronto

Toronto’s Mayoral Brand Image

The larger the word, the more people say it describes Rob Ford, Mayor of Toronto

Comments

Toronto’s brand has a significant

problem, amongst its citizens

Innovation and sustainability

are important, and Toronto has

poor marks on both

Toronto’s government and,

especially its Mayor, are lagging far

behind Calgary and Vancouver

People want government that

interacts with them openly, and

improves their QOL

Toronto needs to become an…

Innovation City