WILL FRICK | JARED KEPRON | CAROLINE MAZZOLA | ALEX SYLVIA
BRANDING CAMDEN
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OVERVIEW What is place branding? Objectives and goals
Methodology Findings Conclusions and recommendations
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WHAT IS PLACE BRANDING? Using marketing tools to establish an
identity for a place Draws from several disciplines Meant to
benefit residents, corporations, and other organizations Long used,
but only recently studied
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CAMDEN: A CLOSER LOOK Ethnically diverse Cultural hub of London
Business centre Knowledge quarter
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GOAL: Explore ways in which Camden Council can develop the
brand of Camden, the place, in order to generate revenue from its
unique locations and assets in both the digital and physical
realm.
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OBJECTIVES Identify how branding of places has been used to
generate revenue 1 Identify what revenue-generating opportunities
would be best applied to Camden 2 Provide strategies and
recommendations 3
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OVERVIEW OF FINDINGS 1. Camdens current branding efforts 2.
Perspectives on the nature of the Camden brand initiative 3.
Opportunities for future strategy
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1. CAMDENS CURRENT BRANDING EFFORTS LoveCamden website Digital
advertising screens Council-owned facilities
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EVALUATING BASED ON INTERVIEW FEEDBACK Content Eye-catching
Twitter stream Organization Alphabetization Navigation features
Design Pros Cons
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ASSESSMENT OF LoveCamden compared to neighbouring boroughs
using WebCHECK Easy-to-use Organized Meaningful Stimulating
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RECOMMENDATIONS TO IMPROVE Conclusion: Significant potential
Requires development We Recommend: Continued investment Work with
Central Saint Martins students Increase interactivity Pursue
advertising
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DIGITAL ADVERTISING Located in key locations around the borough
Way-finding screens to public toilets Welcome to Camden sign
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COUNCIL-OWNED FACILITIES Variety of uses The Camden Centre
needs more signage
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2. PERSPECTIVES ON THE NATURE OF THE CAMDEN BRAND We
interviewed both internal and external stakeholders and asked them,
What does Camden mean to YOU? We received a variety of answers but
observed several commonalities and themes approach from their
responses
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WHAT DOES CAMDEN MEAN TO YOU? DIVERSE Variety Music Camden Town
Knowledge Cultural Historical Edgy Unique Cool creative Innovative
Transportation green
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CONCERNS SURROUNDING UNIFIED BOROUGH BRAND Diversity, Variety,
a Place for Everything Too broad Few examples of successful
borough-level brands Variety can come across as lacking
quality
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ADVICE FROM BRANDING EXPERTS Watermill London advertising
agency Perspectives of Camden need to be changed What is really in
Camden? More than Camden Town
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ADVICE FROM BRANDING EXPERTS Possible Ideas: Camden week
Painting roads Balloon at iconic attractions Born in Camden
Campaign Camden currency Entering Camden BORN IN CAMDEN
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MULTI-BRAND IDENTITY Hampstead Heath Camden Arts Centre British
Museum Covent Garden Market Camden Town St. Pancras
International
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WE RECOMMEND Do not pursue a borough-wide brand Smaller-scale
endeavors Success could allow for a borough-wide brand later
on
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3. OPPORTUNITIES FOR FUTURE STRATEGY Brand Association Majority
of stakeholders expressed interest in association with the Camden
Brand Camden Card Help identify features in Camden Requires
significant time and money Twinning Seen by some as outdated and
unnecessary Seen by others as positive and creative Data Sensitive
and potentially dangerous area
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ACKNOWLEDGEMENTS Special thanks to the following people for
their guidance and expertise throughout this project Suzanne
Griffiths Caroline Jenkinson Anna Lowe Strategy & Improvement
Team Arts and Tourism Team All interviewees And our advisors:
Dominic Golding Patricia Stapleton