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Malcolm Allan
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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
[email protected] www.malcolmallan-placebrander.blogspot.co.uk
www.placematters.co
What Place Branding does for a Place