The Contribution of Place Brand Strategy to Placemaking

The Contribution of Place Brand Strategy to Placemaking Academy of Urbanism, London, 31 March 2015

Structure of Workshop

1.  Introduction (2 min) 2.  Development of place and destination brand

strategy (45 min) 3.  Commentators (15 min) 4.  Q&A (10 min) 5.  Group Work (60 min)

Assessment of the offer of a heritage area with a commercial centre and the creation of a brand proposition (40 mins) Feedback of group propositions in plenary (20 mins)

This is not about logos and taglines

It’s about STRATEGY

Its$about$thinking$strategically:$$•  About$the$offer$and$experience$to$be$had$in$places,$offers$and$services$that$characterise$and$dis;nguish$them,$in$combina;on,$from$other$places$

$•  Who$the$place$is$for$–$who$it$wants$to$retain$or$aAract$and$how$to$do$so$

$•  About$how$the$place$can$plan,$develop,$improve$and$expand$its$offer$and$experience$

•  What$to$say$about$current$and$planned$offers$to$retain$and$aAract$target$market$audiences$and$establish$iden;ty$

$

Why create place brand strategies? •  Helps define & realise the vision for the place •  Describes and plans & delivers the offer & experience

•  Organises the delivery of the desired offer & experience •  Communicates the offer & experience to consumers -

residents, workers, investors & visitors

Evolution of place and destination brand strategy

•  Tourism marketing •  Destination marketing •  Country branding •  City/city region branding •  Site development brand strategy •  Multi city branding

Atlantic Cities Brand Strategy

So…what’s the point of a logo?

A"Locator

An"Iden-fier"

Shorthand/Symbol"for"the"Offer"and"Experience"

So…what is a place brand strategy if its not about logos, tag lines and imagery?

Place"brand"strategies"plan"and"tell"the"story"of"the"current"and"planned"offer"of"a"place"and"the"experience"to"be"had"there"

What do place brand strategies do?

So what’s involved in preparing a place brand strategy?

So what’s involved in preparing a place brand strategy?

Its$about$being$clear$on$the$purpose$of$the$place$and$the$

func-ons$that$it$performs$for$its$people$and$businesses$

So what’s involved in preparing a place brand strategy?

Its$about$being$clear$on$the$purpose$of$the$place$and$the$

func-ons$that$it$performs$for$its$people$and$businesses$

Its$about$being$clear$on$your$aAributes$–$the$things$your$

place$is$good$at$or$will$become$good$at$

So what’s involved in preparing a place brand strategy?

Its$about$being$clear$on$the$purpose$of$the$place$and$the$

func-ons$that$it$performs$for$its$people$and$businesses$

Its$about$being$clear$on$your$aAributes$–$the$things$the$place$is$good$at$or$will$become$good$at$which$give$it$a$dis;nc;ve$iden;ty$

Its$about$being$clear$on$your$offer$to$people,$the$experience$they$will$have$in$the$place$B$your$

place$brand$promise"

So what’s involved in preparing a place brand strategy?

Its$about$being$clear$on$the$purpose$of$the$place$and$the$

func-ons$that$it$performs$for$its$people$and$business$

Its$about$being$clear$on$your$aAributes$–$the$things$the$place$is$good$at$or$will$become$good$at$which$give$it$a$dis;nc;ve$iden;ty$

Its$about$being$clear$on$your$offer$to$people,$the$experience$they$will$have$in$the$place$B$your$

place$brand$promise"

It’s$about$carefully"planning"the"offer$of$your$place$and$how$you$will$deliver$it$to$the$people$who$live,$work,$study$or$visit$there,$in$a$sustainable"and"viable"way$$

So, simply put, place brand strategy is about….

OFFER$

EXPERIENCE$

Understanding how places work and how people use them

Understanding what people and businesses, need, want and DESIRE

What does place branding offer placemaking?

What does place branding offer place-making?

An overarching idea (the brand proposition) and a process for delivering, managing and communicating it

What does place branding offer placemaking?

A way of turning a place from somewhere you do not want to go into one that you don’t wish to leave

Place Brand Challenges Understanding changes in consumer behaviours and

emerging consumer trends

Place Brand Challenges Understanding how to transform streets from

battlegrounds into destinations

Place Brand Challenges Understanding why and where people congregate

Place Brand Challenges Understanding of what attracts people to places

Place Brand Challenges Understanding how people want to live, work, learn, relax,

be entertained

Place Brand Challenges Understanding place economies

Place Brand Strategy EXPERIENCE MASTERPLANNING ___________________________________________________

•  Plans the desired offer and experience for places, destinations and developments in line with the agreed vision and brand proposition

•  Details the core elements of the planned offer •  Details the target occupiers and target market audiences •  Assesses the costs of financing the destination •  Explores and identifies sources of investment and partners •  Develops a business plan to realise and manage the

destination •  Provides a detailed brief for masterplanners, architects and

landscape architects to work to.

A model to understanding places as destinations

A"tool"to"develop"a"Place"Brand"and"create"an"Experience"Masterplan"

•  Desired Future Place

•  Target Audiences

•  New Offers and Experiences

•  Desired Identity and Reputation

The Brand Compass enables place stakeholders and leadership teams to come together and develop a shared vision for the future development of their place, identifying how they wish to improve upon its current offer with improved and new ones and the range of future experience the place will provide.

VISION FOR PLACE!

•  Current Offer and Experiences - Attractions and Assets

•  Planned Improvements & Extensions

•  Assessment of Existing Brand & Message

•  Attributes

The Brand Compass enables places to undertake an extensive and rigorous offer of their current offer, identify the things the place is good, identify the market audiences accessing them, and the messages they are sending to them. It also enables places to identify and classify agreed plans for the development, improvement and extension of their offer and the market audiences they are being targeted at.

PLACE OFFER!

•  Selected Mix of Offers & Experiences

•  Priority Value Propositions for Target Markets

•  Brand Attributes, Benefits & Brand Values

•  Brand Essence

The Brand Compass enables places to create a new or improved proposition to attract and retain their agreed priority target market audiences, a proposition that differentiates their offer from their competition, one that provides them with a distinctive identity and a desired reputation.

BRAND PROPOSITION!

•  Design of Testing Framework

•  Focus on Target Market Audiences

•  Accessing Fit with Audience Requirements

•  Analysis of Requirements

•  Brand Proposition Refinement

“The Brand Compass enables places to test out their agreed brand proposition on audiences in target markets, to assess its fit with their requirements – needs, wants and aspirations, and to use the results to refine and finalise the proposition.”

BRAND TESTING!

•  Experience Masterplanning

•  Investment Attraction

•  Marketing Masterplanning

•  Communications Plan

The Brand Compass enables places to plan the improvement, development and introduction of new offers and experiences; to identify and attract investment to fund their offer; to market and communicate their offer.

BRAND$IMPLEMENTATION$

•  Brand Organisation

•  Brand Funding

•  Monitoring & Evaluation

•  Impact Analyses

•  Brand Refreshment

The Brand Compass helps places to organise themselves for the delivery and management of their agreed brand proposition, to review its impact and to refresh their brand offer and experience in the future.

BRAND$MANAGEMENT$

Places""that""have""Brand""Strategies"

Oslo City Region Norway

Mississauga Ontario Canada

Waterfront Toronto The Blue Edge

Overhoeks North Amsterdam

Client$–$ING$Real$Estate$and$Royal$Dutch$Shell$

Overhoeks North Amsterdam

•  ING-led Brand (development) Partnership •  27 ha site on River IJ opposite Amsterdam Centraal

Station •  Vision, concept and brand strategy development

process over 2 years •  Concept – A place that will be “Alive & Kicking” •  Mix of residential, cultural, commercial, leisure and

entertainment •  Extensive brand testing and consultation with

stakeholders & public •  Brand Partnership managing implementation of

development

Overhoeks North Amsterdam Contribution to place making and urban development

•  Established viable mix of land uses, types of/target occupiers

•  Established in-site locational relationships for siting new uses/occupiers

•  Identified and attracted target “on-brand” occupiers and tenants

•  Influenced site marketing (specific/factual/no blah blah) •  Consulted and involved local people and key

stakeholders in brand strategy development

•  Created new identity, positioning and reputation

Cork Docklands A location for global economic investment

Client:$Cork$City$Council$

Cork Docklands Influences on placemaking & urban development

•  Brand proposition established a new role for the area, a new offer and experience, a new identity and new positioning

•  Identified sites for sale, occupation and development

•  Key messages for real estate developers

•  Key messages for inward investors •  Identified key sectors to be attracted and supported

•  Phasing of new development and supporting infrastructure

•  Consultation with landowners and key sector businesses •  Key messages for local business, workers and residents

•  More positive identity and positioning

Cork City Region Brand Strategy A brand strategy for regional economic development

Cork$Region$Strategic$Marke;ng$Group$

Cork City Region Brand Strategy A brand strategy for regional economic development

A"brand"to"aAract"and"retain"people,"business"and"

investment"

Harnessing Social Media for Consultation

Cork City Region Testing the strategy through global consultation

www.corkregionbranddescriptor.com$

Brand Book for Cork City Region

www.corkbrand.ie$

Brand Book for Cork City Region

www.corkbrand.ie$

Brand Book for Cork City Region

www.corkbrand.ie$

Cork City Region Brand Influences on Placemaking & Urban Development

•  Reinforces key role of city in regional development •  Encourages key sectors to jointly market city region offer

and opportunities – landowners, developers, business support services, destination marketing team

•  Key messages for real estate developers and inward investors on development opportunities

•  Raised profile of region’s offer and experience for visitors, locally, regionally, nationally and globally

•  Recognised key role of city centre in region’s identity

•  Recognised the need for quality places in city centre

Recap on Brand Strategy

To recap, place brand strategy is about…..

VISION$FOR$FUTURE$DEVELOPMENT$

YOUR$PROMISED$OFFER$ YOUR$PROMISED$EXPERIENCE$

PLANNING$&$DELIVERY$

MARKETING$&$COMMUNICATING$TO$TARGET$AUDIENCES$

YOUR$PROPOSITION$

Ac;ve$Place$Management$

Brand strategy reduces risk By understanding consumers

Needs,"wants,"desires,"how"they"want"to"live,"where"they"want"to"live,"facili-es"that"will"support"their"lifestyles"

Reduces Risk By understanding occupier requirements

Workspace"requirements,"support"requirements,"facili-es"to"aAract"employees"

Enables Places and Development To respond to people’s needs and behaviours

Benefits of place branding

For the place:

•  Being clear on its offer, experience and its market. •  Improves the way in which it is conceived, planned,

created and operated. •  Better position it in relation to its target markets in terms

of investors, facility operators and consumers. •  Provides it with sustainable competitive advantages over

other destinations. •  Positively changes current perceptions of the

destination.

Benefits of place brand strategy

For operators, developers, investors and stakeholders:

•  Understanding the vision for the development of the place

•  Understanding the desired experience and offer of value

•  Knowing the market and target audiences •  Differentiation in the market

•  Understanding “On-brand” investment •  Clear messages to communicate to and attract people

and business

Roger Hobkinson Commentary

Property places and destinations Seeking competitive advantage in a

changing world

Property$Places$and$Des;na;ons$Seeking$compe;;ve$advantage$in$a$compe;;ve$world$

$

MIPIM – CONVERSATIONS & DEALS

Think Destination

Product development lifecycle

Why place brand then?

•  What you are as a consumer proposition •  Establish points of differentiation •  Clear on experience, offer & reputation •  Have more conversations & deals •  Attract & retain users •  Leverage investment •  Drive commercial success

Philip Harcourt Commentary What Place Branding does for a Place

What Place branding does for a Place

Twin$Towers$

Kuala$Lumpur$City$Centre$(KLCC)$

Petrosains$

Suria$Mall$

WHAT"DO"ALL"THESE"HAVE"IN"COMMON?"

Petronas$Offices$

What Place Branding does for a Place

•  THEY ARE ALL THE SAME PLACE!

What Place Branding does for a Place

On a single site we may come across confused branding

Place Branding can also be a Concept

We have worked together on a Brand Concept

A$menu$for$investors,$developers$and$managers$of$retailBled$mixedBuse$developments$and$des;na;ons$

•  Many$shopping$centres$look$and$feel$the$same$•  The$“Box$of$Shops”$no$longer$excites$shoppers$•  People$will$go$down$the$road$to$get$a$beAer$experience$•  Or$they$might$just$stay$at$home$for$their$entertainment$•  And$believe$that$the$internet$is$a$beAer$way$to$shop$•  What$needs$to$change$to$bring$them$back?$

Experience"retail"is"shoppingQled"entertainment"

❙  $Shopping$now$more$of$a$leisure$ac;vity…$

❙  $More$about$fun$and$entertaining$experiences…$

❙  $To$be$combined$with$other$leisure/recrea;on$ac;vi;es…$

❙  $Conveniently$found$in$one$place,$aArac;ve$and$accessible$

❙  $Responding$to$increasing$consumer$;me$pressures$and$demands$

A"mix"of"aAractors"and"experiences"drives"fooRall"&"spend"❙  $Retail$+$ac;vity$aAractors$=$increased$and$sustained$foodall$$$and$dwell$;me$

❙  $Shopping$as$urban$entertainment$centre$

❙  $Complementary$mix$of$aAractors$and$lifestyle$experiences$

❙  $Day$and$evening$offer$

❙  $Where$people$want$to$stay$over$to$experience$the$full$offer$

❙  $With$a$constantly$evolving$offer$

Experience"retail"is"shoppingQled"entertainment"

❙  $Shopping$is$now$more$of$a$leisure$ac;vity…$

❙  $More$about$fun$and$entertaining$experiences…$

❙  $To$be$combined$with$other$leisure/recrea;on$ac;vi;es…$

❙  $Conveniently$found$in$one$place,$aArac;ve$and$accessible$

❙  $Responding$to$increasing$consumer$;me$pressures$and$demands$

Experience"Retail"is"Innova&on"across"the"retail"experience" Innova;ve$mix$of$aAractors$and$uses$❙  $The$mix$of$shops$❙  $Food$and$beverage$mix$

❙  $Leisure$and$entertainment$mix$❙  $Culture$and$heritage$mix$❙  $Hotels$❙  $Offices$and$Residen;al$

Innova;ve$design$of$space$❙  $Architecture$❙  $Public$Realm$

❙  $Shop$fronts$and$interiors$❙  $Restaurants,$pubs$and$clubs$❙  $Gateways,$transport$points$and$$$$$$car$parks$

Innova;ve$aAractors$to$increase$

foodall;$e.g.$

❙  $Independent/authen;c$retail$

❙  $Specialist$cinemas$

❙  $Leisure$and$sports$facili;es$$$$$$

❙  $Museums$and$Exhibi;ons$

❙  $Art$Galleries$

Innova;ve$use$of$new$technologies$

❙  $Touch$screen$technologies$

❙  $Interac;ve$dressing$rooms$

❙  $ShowBoff$spaces$and$broadcasts$

❙  $Interac;ve$spaces$

❙  $My$Facebook$meets$my$store$

Experience"Retail"is"Innova&on"right"across"the""retail"experience"

Experience"Retail"is"about"Innova&on"to"aAract"fooRall"Experience"Retail"is"about"Place"

Place"is"about"Experiences"Experience"Retail"is"a"Brand"

"Experience"Retail"="Place"Branding"

Place"Branding"="Success""

Ashley Dunseath DipLA, MA, CMLI Partner at LDA Design

Ashley Dunseath Commentary

Blackpool: Taking the cure Spen Dyke peat bog water discharge making a black pool

Battersea: Industrial pollution Iconic landmark edifice and poor housing

GrimClee: Meggie & Skeggy Fishing industry and health resort

Dunstable: Historic market town The boundary post of super thief Duna

Doha: The big tree Fishing village of humble origins

Place Branding Delivering on a Promise

Place Branding - Delivering on a promise

Brand"

Place Branding - Delivering on a Promise

Brand"

Strategy"

Place Branding - Delivering on a Promise

Place Branding - Delivering on a Promise

Brand"

Strategy"

Planning"&"Delivery"

Place Branding - Delivering on a Promise

Place Branding - Delivering on a Promise

Brand"

Live"the"values"

Strategy"

Planning"&"Delivery"

Place Branding - Delivering on a Promise

Brand"

Live"the"values"

Experience"

Strategy"

Planning"&"Delivery"

Contribu-on"to"Brand"Effec-veness"

Logo$look$and$feel,$messaging,$etc$

Customer$experience$

Place Branding - Delivering on a Promise

Brand"

Differen-a-on"

Live"the"values"

Experience"

Strategy"

Planning"&"Delivery"

Be memorable, be different

Place Branding - Delivering on a Promise

Watchwords for Place Brand Strategy

PARTNERSHIP

CONSULTATION

INVOLVEMENT

STRATEGY

PLANNING

DELIVERY

MANAGEMENT

COMMUNICATION

Questions Before Exercise

Group Exercise

An opportunity to quickly try your hand at developing a place brand proposition for a

historic part of central London London Bridge

(40 minutes)

London Bridge Brand Development Area

Destination Audit Highlights Key Findings and Conclusions

Destination Audit Highlights

The place is an important transport hub

Destination Audit Highlights A favoured area for business and employment

Destination Audit Highlights Definitely a place to visit.

Destination Audit Highlights A place to hang-out, eat and be entertained

Destination Audit Highlights A place with a rich history to be built on

Destination Audit Highlights The attractions that bring people into the area

Destination Audit Highlights What people do in the area

Destination Audit Highlights What people say about the area

A"Place"to"Work"&"Live"

A"Place"to"""Work"

A"Place"to""Relax"

A"Place"to"be"Entertained"

A"Place"to"Stop"Off"In"

A"Place"to""see"London"

Your Assessment of London Bridge

The$Offer$of$the$area$The$AAributes$of$the$Area$

The$Experience$to$be$had$there$ A$Brand$Proposi;on$

Your$Target$Markets$

Your London Bridge Brand Proposition

1.  Define the essence of the area 2.  What are the “Keystones” of the offer? 3.  What are the supporting “building

blocks”? 4.  Describe the brand offer of the area in no

more than 15 words

Using this Brand Pyramid draw your Brand Proposition

BRAND&ESSENCE

Brand&Keystones

SupportingBuilding&Blocks

London&Bridge&Brand&Proposition

The$London$Bridge$Brand$Proposi;on$

The London Bridge Brand Proposition

Thank you for participating

Thanks to Ashley, Phil, Ross and Roger

And thanks to Katy Hawkins @ the AoU for organising the event

Malcolm Allan Managing Director Place Matters Ltd

+44 0780 335 6410

malcolm.allan@placematters.co www.malcolmallan-placebrander.blogspot.co.uk

www.placematters.co

What Place Branding does for a Place