4/29/2023 0 Comments Fromscratch logoWhy would they choose your city? Because it has a pretty logo? Without a solid city brand strategy, your city is not protected on the global arena, where thousands of cities are competing for the same precious resources: investors, tourists, students, startupers, engineers, inventors, creative minds. Without strategy, your logo means nothing. Creating brands is hundreds of times more complex than designing a logo. Many cities have contracted a logo design and now they’re happy that their city has a ‘brand’. So then how come less than 1% of all the European cities have a professionally managed brand? If the brand is the single most important ingredient in the success of every single important organization in the history of the humankind - even before we were calling it branding - how come we completely forgot to build brands for our cities? Less than 1% of all the European cities have a professionally managed brand Research shows that 50% up to 100% of everything we buy is intangible, it’s pure perception. For all the leading global companies in the world, brand strategy is the foundation of their success. And the science of managing perception is called Brand Strategy. Because they understand that people don’t just buy products, they buy stories. In the private sector, companies have been spending billions building their brand. While you were designing your city logo, in Asia they were building entire cities from scratch.Įurope needs to start invest strategically in city brands.
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