roys powerpoint gastcollege minor brandmanagement han
DESCRIPTION
PP van een 3-uur durend college citybranding voor de HAN minor BrandmanagementTRANSCRIPT
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The Triple A City:
Citymarketing of Citymaking?
Roy van Dalm
www.royvandalm.com
Arnhem, 26 november 2009
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Inhoud
1. Introductie
2. Een Creatieve Economie
3. Triple A City (Creatieve Stad)
4. Een Cultuur van Creativiteit
5. Marketing of Making?
6. Urban Storytelling
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Inhoud
1. Introductie
2. Een Creatieve Economie
3. Triple A City (Creatieve Stad)
4. Een Cultuur van Creativiteit
5. Marketing of Making?
6. Urban Storytelling
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Kleine introductie
• Hoofddocent Smart Cities
• ARCCI onderzoekscentrum
• Richard Florida Creativity Group
• Het Financieele Dagblad
• Slimme Steden: serie, boek, workshops en beleidstoerisme
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Slimme Steden boek
• 7 auteurs
• 18 maanden
• 80 Europese steden
• 50 in het boek
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Inhoud
1. Introductie
2. Een Creatieve Economie
3. Triple A City (Creatieve Stad)
4. Een Cultuur van Creativiteit
5. Marketing of Making?
6. Urban Storytelling
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Ompoling van de Economie:
• Propulsie vs. Attractie
• Van vaste grond -> vaste grondstoffen -> vrije hersenen
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Kern van tROCC:
• Een nieuwe arbeidsklasse
• Ompoling: Talent volgt Technologie
• 3T’s: Talent, Technologie, Tolerantie
• De stad is het brandpunt van de Creatieve Economie
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A Creative Economy
“Human creativity is the engine of economic growth”
Richard Florida
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But…
What if you’re not creative…..?
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Robert Reich
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Reich’s Driedeling van Arbeid
• Symbolisch-analytische diensten
• Persoonlijke dienstverlening
• Routine productiewerk
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Dan wordt de stad:
• The arena of the Creative Divide
• Het Matteus Effect
• Van een Creative Economy naar een Creative Society
• Deze recessie is The Great Reset
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Inhoud
1. Introductie
2. Een Creatieve Economie
3. Triple A City (Creatieve Stad)
4. Een Cultuur van Creativiteit
5. Marketing of Making?
6. Urban Storytelling
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Attractiestrategie:
“In the 21st century city, your face is your future”
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The Creative City:
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Charles Landry:
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A Creative City
“A place where people can think, plan and act with imagination”
“Citymaking is an art”
Charles Landry
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De Triple A Stad
• Authentiek
• Activerend
• All inclusive
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De Triple A Stad
• A: Dare to be different
• A: Productieve creativiteit
• A: ‘Involve me’
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Een creatieve stad is meer dan een creatievenstad
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Inhoud
1. Introductie
2. Een Creatieve Economie
3. Triple A City (Creatieve Stad)
4. Een Cultuur van Creativiteit
5. Marketing of Making?
6. Urban Storytelling
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Pekka Himanen & Manuel Castells
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Culture of Creativity
1. Confidence
2. Community
3. Creativity
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Cultuur van Creativiteit
1. Vertrouwen
2. Verbinding
3. Vreugde
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Creativiteit is hier als..
“Het maken van nieuwe combinaties van bestaande kennis”
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Dat betekent o.a.
1. Diverse teams
2. Dialoog i.p.v. debat
3. Design-denken (ontwerp de toekomst)
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Peter Senge:
“Het creatieve proces in een team, organisatie of stad is hetzelfde:Creeër de juiste ruimte waarin nieuwe dingen kunnen ontstaan en geef ze daarna pas richting”
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Beleid is hier als tuinieren
“Verbeter de randvoorwaarden voor groei om daarmee de kans te vergroten op nieuwe ideeën en innovaties”
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Inhoud
1. Introductie
2. Een Creatieve Economie
3. Triple A City (Creatieve Stad)
4. Een Cultuur van Creativiteit
5. Marketing of Making?
6. Urban Storytelling
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Cities and The War on Talent:
Als de concurrentiestrijd tussen steden draait om talent, dan gaan we toch talent aantrekken? Hoe?Met Citymarketing!
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Gert-Jan Hospers en de 4 B’s
• Bewoners
• Bedrijven
• Bezoekers
• Bollebozen
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Wat blijkt in Nederland?
• Citymarketing heeft alleen aantoonbaar effect op Bezoekers
• “Er is nog niemand verhuisd om een slogan”
• Een stad is geen pot sperciebonen
• Citymarketing draait niet om marketing maar om geografie
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Simon Anholt:
“De citymarketing benadering van steden kost heel veel geld en je bereikt er helemaal niets mee”
“Meestal zijn steden niet beroemd omdat ze het simpelweg niet verdienen om beroemd te zijn”
“Zorg dat je als stad een eigen, onderscheidende identiteit hebt”
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So………
What’s your story?
And…
Who’s your city?
www.royvandalm.com Design: Montse Hernandez i Sala
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Inhoud
1. Introductie
2. Een Creatieve Economie
3. Triple A City (Creatieve Stad)
4. Een Cultuur van Creativiteit
5. Marketing of Making?
6. Urban Storytelling
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Wat als…
Jouw stad je vriend is?
Wat voor iemand is dat dan?
www.royvandalm.com Design: Montse Hernandez i Sala
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Warsaw:A Borderline Case
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Lodz:The Promised land
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Manufaktura winter’
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