How to build a City brand?

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

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 ==

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

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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cold

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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

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