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How to build city brands With TAXIS, buses,
Bulls, TELEphONES, Trams, subway and coffee shops?
City Branding & Tourism and Hospitality
by: Rui Ventura
Lisboa, 30 de Maio, 2013
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Do you know the 277 a/93 legislation?
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It transformed a valuable brand into something generic
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Transformed the popular green & black taxis into white boring cars
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Destroying a part of the portuguese identity
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Memorabilia
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But good news: people do not forget good brands
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And part of this identity is being rescued.
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Good news: legislation changed and its legal again to have a green & black taxi
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Can you Imagine ny without the yellow cab?
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What’s a brand?
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VALues PERSONALIty
CULTUre EXPERIeNCe
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HERitage
SOCIEtity HIStory CULTURe
language
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Taxis are imortal
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They are celebrated by brands
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They inspire advertising
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There are more than + 10.000 taxi souvenir REFS.
Generate business
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Can you imagine london without the black cab?
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They inspire art
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Could you imagine london without the double decker bus?
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Or without the underground?
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They are part of the city brand
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They are all over the world as merchandising
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That’s why We need portable and tangible icons.
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Could the “cacilheiro” boat be that icon?
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Maybe. If we don’t destroy it
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Or, could our tram car be that icon?
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Guilherme Santos launched an online request to lego.
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If his proposal gets approved Lisbon Tram will be in the hands of all children across the World. This idea itself is more powerful than a global advertising campaign, its crowd-sourced, and its free.
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Other city branding elements
City Branding & Tourism and Hospitality ==
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Do they still use this in london?
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Is this question relevant?
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The phone booth is a world icon And a photo scenario for all tourists.
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Here, we see the phone booths just as an equipment
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What brand is this?
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Originally it was osbourne wines, but now its spain.
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It’s a multi million euro brand
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We could easily have our own “bull brand icon” With Sandeman port brand
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Sandeman have the potential and the sexyness of other global brands
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How about the paris coffee identity?
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History style rules
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consistency
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heritage
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Collective memory
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Here, our panorama is like this…
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Inconsistency, unconfortable
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But we have good examples from our heritage
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Mestre gonçalo rodrigues dos santos
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Created the “gonçalo chair” in the 30’s
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Comercialized by: ARCAlo From the 30’s to the 50’s Durable and stackable 100% portuguese Design
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The choice is ours: do we change or surrender to plastic?
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City brands are built with consistency, with a systemic
approach. Its like a collage of products and brands that
are build on culture, heritage and icons.
Conclusions: ==
Lisboa, 30 de Maio, 2013
by: Rui Ventura
