IBM Smarter Cities

• Brand, Marketing & Image

• Economic Development

• Future Cities

Presented by Catherine Caruana-McManus

Smarter Cities Executive ANZ

Brand

A great brand makes deliberate choices in 4 key areas:

1) An enduring idea

2) What differentiates them

3) How they are primarily experienced

4) Who they serve

Based on an enduring idea: Competition

Differentiated by: Performance

Experienced through: Aspirational advertising

Serves: The athlete in all of us

Based on an enduring idea: Happiness in a bottle

Differentiated by: Iconic product

Experienced through: Social interactions

Serves: The optimists

Based on an enduring idea: Thinking differently

Differentiated by: Steve Jobs’ ethos

Experienced through: The design of its products

Serves: The contrarian

Based on an enduring idea:Innocence

Experienced through:Theme parks and movies

Who they serve: The child in all of us

Differentiated: by:Storytelling

Based on an enduring idea:Progress

Differentiated by:Our values

Experienced through:The IBMer

Appeals to:Forward-thinkers

Based on an

enduring idea:

Competition Happiness

in a bottle

Thinking

differently

Innocence ?

Differentiated

by:

Performance Iconic product Steve Jobs’ ethos Storytelling ?

Experienced

through:

Nike’s advertising Social interactions Design of its

products

Theme parks &

movies

?

Serves: The athlete

in all of us

Optimists The contrarian The child in all of

us

?

Pilbara

Getting there from here…

Most great cities have a brand that's developed organically

� Paris around romance

� Hong Kong around trade

� Los Angeles around entertainment.

For many cities, it's impossible to sum up the brand in a word — they're multi-dimensional and also changing. So trying to create city brands artificially is a dangerous and, sometimes, presumptuous business.

New York has succeeded at this with "I love New York"

Getting there from here…

� New York is probably the world's greatest branded city. It is driven by a combination of single-minded leadership about what New York is: an eclectic mixture of people, who have the potential to realise their dream.

� NYC means a "can-do" attitude that manifests itself in everything from towering skyscrapers to customer service. This combination is so admired that it seamlessly gets branded on anything from a baseball cap to a coffee mug.

Getting there from here…

• Branding a city is not just about the logo but the intricate details — as small as clean streets and as deep as getting a city's residents to feel proud to be brand ambassadors. When citizens are proud, visitors are encouraged to find out what the fuss is all about and then tell the world.

• Look at the key assets.

• The magic formula is to make something about the city tangible and make people switch on to that —location, for example.

Conclusion: Be a great city,and therefore a great brand.

Economic development

While there is no one magic metric, research suggests some

nations are better positioned for economic growth than

others…

Source: World Economic Forum 2011-2012 Global Competitiveness Rankings

Australia down 4 places from 16th to 20th

Thinking about cities

Economist, Top 25 Cities

ranked by Overall Score

• Competitiveness: Ability to attract capital,

businesses, talent and visitors

World’s Most Liveable Cities

• Cities are ranked globally based on political stability, crime/public safety, healthcare, culture, environment,

amenity, education, and infrastructure.

Liveable cities

Ultimately, city/regional competiveness is driven by many factors considered by businesses – economic development aims to improve each

and mitigate threats

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Skills, creativity, knowledge and

innovation will act as the key drivers of

economic growth

Old model:

capital-led

Technologyinnovation

TechnologyTechnology

innovationinnovation

Creativeinnovation

CreativeCreative

innovationinnovation

New model:

Skills, thinking and

creativity-led

Physical andfinancial capital

Physical andPhysical and

financial capitalfinancial capital

Talent, skills,knowledge

Talent, skills,Talent, skills,

knowledgeknowledge

Economicactivity and

growth

EconomicEconomic

activity andactivity and

growthgrowth

Four of a city’s core systems play a crucial role in the

attraction and expansion of skills and innovation

EnableSuccessful cities ensure people make use of skills and abilities,

enabling innovation and investment in human capital

RetainCities that invest and enable human

capital must ensure increasingly mobile human capital stays

Health

Education

Public Safety

AttractCities that can attract mobile

human capital and innovation will gain competitive advantage

Create Cities need to invest in people and

their skills through education, training and learning opportunities

Source: IBM Global Center for Economic Development analysis

Transport

To be successful in the long term, cities must create

strategies focused on addressing competitive strengths and weaknesses…

City Brand and Value Proposition

Developing Unique Strengths

Addressing Competitive Weaknesses

What can be the distinctive competitive position of the

region or city given its assets, location and potential strengths?

• What elements of the business environment can be distinctive strengths relative to

peers?

• What strong and emerging industry

sectors can be built upon?

• What weaknesses must be addressed to improve competitiveness position relative to

peer locations?

…and setting implementation priorities!

Future Cities

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A city of the future…

• Must be environmentally sustainable, must

deal with mobility and integration of its

people, has to be socially integrated and has

to use technology to be present - 24/7, no

distance, no barriers

• Eduado Paes – Mayor of Rio de Janeiro

What is digital futures?

• It’s about– how cities can harness technology and broad-

based communications to transform people lives, in the way they interact together and with the world

– competitive advantage in the global economy…..The Asian Century

– new business models and innovation across systems, processes and “mindsets” for industry and communities

– Highly engaged and connected citizens

Over a billion people worldwide log on to social networking sites.

Integrated Cities…….

The View of the Future City

2013 20152014 2016

Siloed

One Way

Communication

Rules Based

Infrastructure Assets

Optimised

(Energy, Water, Waste)

Feedback Loops

Integration across

Disciplines

Outcomes Based

Active Participation

Investment Partners

Predictive &

Responsive 24/7

Engaged Citizens

Innovation Partners

Future Cities