I was reading the internet this morning and I stumbled upon an interesting urban blogger from Oslo named Erling Fossen. Most of his writing is in Norwegian, but he does have a section called “City Notes” that is in English.
As cities compete to attract talents, companies and investment, many cities have branded themselves as either the most creative city in the world, the smartest or the most liveable. In many occasions cities develop slogans to go with the message. But as brand expert Martin Boisen said: No one has ever moved to a city due to a logo. Action speaks louder than logos. Branding cities can actually be helpful. The world is a stage, and your city has a role to play. The first message is to avoid being a copy cat and focus on your own uniqueness.
I was reading the internet this morning and I stumbled upon an interesting urban blogger from Oslo named Erling Fossen. Most of his writing is in Norwegian, but he does have a section called “City Notes” that is in English.
As cities compete to attract talents, companies and investment, many cities have branded themselves as either the most creative city in the world, the smartest or the most liveable. In many occasions cities develop slogans to go with the message. But as brand expert Martin Boisen said: No one has ever moved to a city due to a logo. Action speaks louder than logos. Branding cities can actually be helpful. The world is a stage, and your city has a role to play. The first message is to avoid being a copy cat and focus on your own uniqueness.
It is also just as important to involve a larger community to make branding work. It takes a village to brand a place. Equally important is to have strong leadership communicating the message. Strong leaders can rock the boat.
I’ve written about city branding quite a bit here and this has always been my message. An excellent city brand must stem from some form of reality. If you want to be the most creative or the greenest city in the world, then you have to live and breathe that philosophy.
I also feel strongly about not copying other cities. You might think that having (insert thing here), which was pioneered in (insert city here), will make you world-class. But that’s a pretty banal way of going about things.
Instead, to reiterate Fossen, focus on your own uniqueness. Then market the hell out of it.
I have been thinking a lot about city branding lately. It’s a topic I’m interested in to begin with, and all of the Blue Jays mania going on in Toronto right now has got thinking about our own brand.
Because at the end of the day, yes, it’s baseball. But it’s also something much larger. It’s about civic and national pride, and it’s about who we are as a city. That’s why city branding has become a global industry and why it’s so closely connected to tourism, media, sports, and entertainment.
Still, great city branding is incredibly difficult to do. Lots of cities have tried and lots of cities – from Adelaide to Toronto – have failed. Anyone remember the “Toronto Unlimited” brand of the mid-2000′s? It had absolutely zero stickiness.
But in reality, cities are brand building all the time whether they realize it or not. Here in Toronto, our biggest brand builder right now is probably Drake. That might sound silly to some, but I believe it to be true. And next to that, you have people like Jose Bautista with his bat flips and his support of local brands like Peace Collective. In addition to their day jobs, these people are helping to shape the identity of the city.
What, then, is professional city branding supposed to do?
Well, in my opinion, it is their job to mine a city for the things that already exist. A city brand, no matter how great it may be, cannot be expected to create something from nothing. There has to be something there to begin with.
But once you identify that something, a great city brand can tie it all together; create a cohesive and collective identity; and serve as a guide for future decision making. And when that’s done effectively, you actually begin to enhance the things that you initially started out with. The associations become even more powerful.
So today I thought we could have a discussion in the comments about city brands. How would you describe the brand of your city in one sentence?
For me, I would describe Toronto along the lines of being the most livable and multicultural 24/7 global city. And when you think of it this way, you can probably see why I think a 2AM last call at the bar is laughable.
It is also just as important to involve a larger community to make branding work. It takes a village to brand a place. Equally important is to have strong leadership communicating the message. Strong leaders can rock the boat.
I’ve written about city branding quite a bit here and this has always been my message. An excellent city brand must stem from some form of reality. If you want to be the most creative or the greenest city in the world, then you have to live and breathe that philosophy.
I also feel strongly about not copying other cities. You might think that having (insert thing here), which was pioneered in (insert city here), will make you world-class. But that’s a pretty banal way of going about things.
Instead, to reiterate Fossen, focus on your own uniqueness. Then market the hell out of it.
I have been thinking a lot about city branding lately. It’s a topic I’m interested in to begin with, and all of the Blue Jays mania going on in Toronto right now has got thinking about our own brand.
Because at the end of the day, yes, it’s baseball. But it’s also something much larger. It’s about civic and national pride, and it’s about who we are as a city. That’s why city branding has become a global industry and why it’s so closely connected to tourism, media, sports, and entertainment.
Still, great city branding is incredibly difficult to do. Lots of cities have tried and lots of cities – from Adelaide to Toronto – have failed. Anyone remember the “Toronto Unlimited” brand of the mid-2000′s? It had absolutely zero stickiness.
But in reality, cities are brand building all the time whether they realize it or not. Here in Toronto, our biggest brand builder right now is probably Drake. That might sound silly to some, but I believe it to be true. And next to that, you have people like Jose Bautista with his bat flips and his support of local brands like Peace Collective. In addition to their day jobs, these people are helping to shape the identity of the city.
What, then, is professional city branding supposed to do?
Well, in my opinion, it is their job to mine a city for the things that already exist. A city brand, no matter how great it may be, cannot be expected to create something from nothing. There has to be something there to begin with.
But once you identify that something, a great city brand can tie it all together; create a cohesive and collective identity; and serve as a guide for future decision making. And when that’s done effectively, you actually begin to enhance the things that you initially started out with. The associations become even more powerful.
So today I thought we could have a discussion in the comments about city brands. How would you describe the brand of your city in one sentence?
For me, I would describe Toronto along the lines of being the most livable and multicultural 24/7 global city. And when you think of it this way, you can probably see why I think a 2AM last call at the bar is laughable.
Today I had lunch at Webers Hamburgers so that I could see what all the fuss is about. Here’s my check-in.
For those of you who don’t know Webers, it’s a burger place on the side of the highway in Orillia, Ontario. It opened in 1963 with the goal of targeting cottage goers and has since become an “institution” in the region.
I don’t think I’ve ever been, so I figured I had to give it a try.
Before going, I decided to ask around to see what people thought of the burgers. And in almost all of the cases, I got the same response: “You can get better burgers in the city. But you have to go. It’s an institution. It’s tradition.”
And that ended up being a very accurate description.
Were the burger goods? Yes. Were they mind blowing? No. In fact, they’re pretty basic burgers. You have a choice of 3 different toppings and 2 different condiments. That’s it. Want mayo? Sorry, they don’t do that.
But in the end, it’s not really about the burgers.
While there, I was reminded of a blog post by Seth Godin called, “Am I supposed to like this?” His opening line is the following: “If we think we are, we probably will.” And it’s all about how we make judgments well before we think we do (and how marketers invest in that).
What matters a great deal is how we’re “supposed to” feel about something. If a wine is expensive, we’re “supposed to” to think it tastes better and our mind usually makes that a self-fulfilling prophecy.
And in this case, Webers has become symbolic of summer and good times at the cottage. You’re “supposed to” stop there whenever you go to the cottage. It’s tradition.
Today I had lunch at Webers Hamburgers so that I could see what all the fuss is about. Here’s my check-in.
For those of you who don’t know Webers, it’s a burger place on the side of the highway in Orillia, Ontario. It opened in 1963 with the goal of targeting cottage goers and has since become an “institution” in the region.
I don’t think I’ve ever been, so I figured I had to give it a try.
Before going, I decided to ask around to see what people thought of the burgers. And in almost all of the cases, I got the same response: “You can get better burgers in the city. But you have to go. It’s an institution. It’s tradition.”
And that ended up being a very accurate description.
Were the burger goods? Yes. Were they mind blowing? No. In fact, they’re pretty basic burgers. You have a choice of 3 different toppings and 2 different condiments. That’s it. Want mayo? Sorry, they don’t do that.
But in the end, it’s not really about the burgers.
While there, I was reminded of a blog post by Seth Godin called, “Am I supposed to like this?” His opening line is the following: “If we think we are, we probably will.” And it’s all about how we make judgments well before we think we do (and how marketers invest in that).
What matters a great deal is how we’re “supposed to” feel about something. If a wine is expensive, we’re “supposed to” to think it tastes better and our mind usually makes that a self-fulfilling prophecy.
And in this case, Webers has become symbolic of summer and good times at the cottage. You’re “supposed to” stop there whenever you go to the cottage. It’s tradition.
