tbilisi branding
TRANSCRIPT
BRANDIG
RE
BY TBILISI CITY
ProductPrice
Access
MarketCommunication
Employees
Business IdeaStrategyVision
Brand
The brand is an image of a company or a product or a cityThe brand is the result of everything that the city does,
which the individual is exposed to
WHATISABRAND?
BRAND=LOGO?
The Top 15 U.S. City Slogans1. What Happens Here, Stays Here. Las Vegas, NV 2. So Very Virginia. Charlottesville, VA 3. Always Turned On. Atlantic City, NJ 4. Cleveland Rocks! Cleveland, OH 5. The Sweetest Place on Earth. Hershey, PA 6. Rare. Well Done. Omaha, NE 7. The City Different. Santa Fe, NM 8. Where Yee-Ha Meets Olé. Eagle Pass, TX 9. City with Sol. San Diego, CA 10. Where the Odds Are With You. Peculiar, MO 11. Where Your Ship Comes In. Gulfport, MS 12. Soul of the Southwest. Taos, NM 13. Experience Our Sense of Yuma. Yuma, AZ 14. The City Was So Nice They Named It Twice. Walla Walla, WA 15. There’s More Than Meets the Arch. St. Louis, MO
BRAND=SLOGAN?
Trademark = Name & Logotype
Brand = ”What we STAND for; our PROMISE”
WHATISABRAND?
...how you want
it to be perceived
Your Brand
Branding is all about communication…assuring that your brand is perceived the way you want it to be perceived…
BRANDINGISCOMMUNICATION
“The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, working in similar jobs, coming up with similar ideas, producing similar things, with similar prices and similar quality.”
Kjell Nordström and Jonas Ridderstråle,Funky Business
EVERYTHINGISSIMILAR
Strong brands are NOT everything for everybody
There are always someone who DOESN’T like the brand
Branding is all about making choices –usually about deciding what NOT to do:
Transaction Brand Relationship Brand
TWOTYPESOFBRANDS
• Introduced by INDUSTRIALISM
• Product & content focused
• Slow & expensive to create (20-50 yrs)
• Mass marketing (TV commercials)
• Difficult to extend into new categories
• Innovation: One BIG well-tested innovation
• Loyalty is a state of wallet
• Pressure to humanize and stay relevant
• Transaction marketing creates risks
TRANSACTIONBRAND
• Introduced by INTERNET
• Connectivity focused
• Faster to build compared with equally valued transaction brands (5—15 years)
• Easier to extend into new categories
• Less traditional media marketing instead web, events, sponsoring, co-branding
• Constant flow of small innovations involving customers (type beta-testing)
• Loyalty is a state of mind
• Story telling, dream selling, refreshing narrative important
• Relationship branding creates opportunities
RELATIONSHIPBRAND
CITYBRANDPROCESS1. Internal Research
2. External Research
3. Brand Platform Workshop with all stakeholders
4. Brand Identity & Design
5. Internal Education
6. External Education (Public Relations)
7. Internet Action and Advertising
BRANDEXPERIENCEJOHNSON & JOHNSON NESTLÉ
MARS SEB NORDEA MICROSOFT VIRGIN RATIONAL
SOFTWARE VISMA BMW-ROVER
BORKUM RIFF MACKMYRA AIRBUS TRYGG-HANSA ARLA FOODS SWEGON VODAFONE COOP SCANDINAVIA SONY
ERICSSON
NOKIA METSÄ TISSUE
GAMELAND TELIA
VOLVO RETAILHOUSE GARDE SECURITY TELE5
AXFOOD SCANDINAVIAN AIRLINES, SAS
INGMAN FOODS PROCTER & GAMBLE X-CHANGE
SPRING MOBIL BRAINHEART CAPITAL BALTICA BREWERY HOLDING KISTA SCIENCE CITY
STOCKHOLM CITY SCANIA
WORKING GROUP/ PROCESS
PRODUCT
POSITIONING
STYLING
MISSION/ISSUE
VISION
VALUES
Brand Motto
What is the benefit and experience for the visitor, citizen orthe business community?
Why is our city brandbetter than or differentfrom those of our competitors?
What characterizesthe style of our city brand -image, feel, tonality etc.?
What issue does the city drive locally or globally.
What responsibility do we take environmentally,
for health or for humanity?
The brand can defineits own future: in what
position do we want to be?
What makes the citybrand trustworthy as
a friend?
CITYBRANDCODE
PRODUCT
POSITIONING
STYLING
MISSION/ISSUE
VISION
VALUES
The City ThatLoves You
An involving, accessible,comfortable, well locatedmeeting place in Caucasus withopenness and hospitality
The capital bridgingcultures, history &modernity with a passion for knowledge, business & entertainment
Warm & welcomingCharming & addictiveCreativeEclecticTastefulGreen
The spring of freedom andfriendship in life and business
A contemporary metropolisof wisdom and knowledge,the world-leading businesscluster of the youth andhealth preserving industry
ToleranceRespectHumanismCaringLiving traditions
OURRESULTIS
TBILISI PLACE BRAND DEVELOPMENT: ACTIVITY AND
COMMUNICATION PLAN‣ Tbilisi branding and marketing aims & brand communication goals‣ Tbilisi brand platform with brand mind space and brand motto‣ Tbilisi strategic and symbolic brand building activities‣Tbilisi target groups‣Communication messages, channels and activities‣Linking Tbilisi brand platform and city development strategy
I amsterdam
TBILISI PLACE BRAND COMMUNICATION ELEMENTS
RESEARCH STUDIES
Youth & HealthPreservation
WINE CENTER
STAR COOKING
TOP SPA
GARDEN EDEN
FINGER THEATER
MEETING PLACE
COMMUNICATION
MESSEGES, CHANNELS
VISUALITY/DESIGN
ONE LANGUAGE
THANKS
BACHO DOLIDZEINVESTOR SERIVCE & CITY MARKETING DEPARTMENTECONOMIC POLICY AGENCYTBILISI CITY HALL