places and their branding 20121126
DESCRIPTION
A presentation with mainly screen shots on various interesting "Places" such as Nations, Cities and Business Centres, to have an interesting dialogue on how to get awareness and engagement.TRANSCRIPT
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Places, how do they communicate
or
the struggle for awareness!
Från broschyr till PR 2.0
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Destination Brand Management
• Identifiera• Värdeord
• Unicitet
• Vad säger andra
• Framtidstrender
• Ikoner (Globen, Ishotellet,
Älgen, Grythyttan)
• Organisera• Incitamentssystem
• Skapa känslan av delaktighet
• Erbjuda hela värdekedjan
• Send in the crazy ones!
• Var intressant
• Kommunicera• Bygg historien
• Inspirera alla andra att dela
• Arbeta konsekvent och
långsiktigt
• Närvaro överallt
• NLP
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Hur gör nationer
• Konsekvent budskap
genom alla kanaler• Världsutställningen, Resm
ässorna
• Turism – Lifestyle media
• PR
• Visit…
• Invest in…
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GISSA STADEN
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Nödvändiga frågor
• Hur samordna mellan näringsliv och myndighet
• Hur hantera enskilda initiativ
• Bör man sträva efter COO
• Vilka kommunikationskanaler används
• Tur eller skicklighet
• Vilka framgångsrika strategier används
• Hur sköter man kriskommunikationen (Belgien,
Beirut, Kazachstan)
• Måste ”Places” vara geografiskt bestämt
• Hur bygger man själ i ett köpcentrum
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Intressanta ”platser”
• Singapore
• Barcelona (@22)
• Miljonprogrammen
• Sandhamn
• Dubai
• Kiruna
• Köttbyen
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Virtuella Platser
• Second Life
• Telepresence
• Communities
• Förutsättningar förändras
• Samarbetsformer
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Resources:
• http://en.wikipedia.org/wiki/Place_branding
• http://www.nordicacademicpress.com/bok/valdens-
basta-plats/