Hi there.
Today, we’ll talk about - Brussels. Yep. - the problem we want to fix - the reasons we think that problem exists - the strategic solution for the problem - the directions for creation - and giving you a recap for this all.
What trouble?(We can’t define the target group if we don’t knowwhat the problem is)
Brussels A brand in trouble?
Brussels A brand in trouble?
So first, we picked the problemwe wanted to solve.in order to define our target group.
- ALEXANDER DE CROO
“Digitale technologie en creatieve innovatie verandert in sneltempo onze economie en
onze samenleving. De digitale revolutie zorgt voor heel wat nieuwe kansen en zal de
volgende jaren één van de sterkste motoren zijn van groei, jobs en welzijn. Ons land moet
die kansen grijpen. “
Which means at least 1.000 new start-ups by 2016
at least 50.000 new jobs in digital companies by 2016
How? - starting a tax shelter for start-ups - fiscal incentives for crowdfunding - lower labor costs for young entrepreneurs - one time tax-deduct for digital investments - …
But digital innovation doesn’t automatically
happen when you make sure all the technical
stuff is ready.
Innovation needs ideas.
Groundbreaking and yes, game changing ideas.
And room for them to grow and succeed or fail and try again.
We think that
positioning Brussels as THE city where innovative ideas can grow and creative people get inspired
endlessly
can Alex help reaching his goals.
(= the challenge, hooray)
- STADSLUCHT MAAKT VRIJ, SVEN GATZ ET AL.
“De meest creatieve of innovatieve economische activiteiten groeperen zich vandaag rond steden. Steden vormen vandaag de centrale knooppunten van een groeiend aantal wereldwijde netwerken.”
The importance of a city in creativity
“Talented people know that to secure a
prosperous future, they need to put themselves in settings that enhance their ability to build both the relationships and
skills they will need to support themselves.”- Charles Landry, urban planning expert
Charles Landry, urban planning expert
- CHARLES LANDRY, URBAN PLANNING EXPERT
“There are no boundaries separating culture and
economy. Creative talent is folded and shaped by the culture they live in. And these people have the power
to reimagine business.”
$10 billion gross revenue
50.000 new jobs every month!
$0.5 billion gross revenue
+350.000 hosts worldwide
$137.1 million gross revenue
+1000 employees
Some ideas like these guys had.
We went looking for that one thing they have in common.
Start-ups usually start with a very simple idea.
A simple idea that is rooted in human truth.
Their founder looked at the world and saw an opportunity.
An opportunity to meet an unmet need of people.
Room to add value to someone’s life, that has never been added before.
“One Thanksgiving I was about to take orders and couldn’t find restaurants that were open, so I worked
with my co-founders to come up with the idea of starting a company with Web-enabled menus.”
Jason Finger, founder Seamless
Ideas that start off small.
Ideas that solve a human need.
Ideas that usually origine in some feeling of frustration.
“Brusselisation”: a byword for a careless approach to urban planning, or,
to use a technical term, making everything look like a right old mess.
- City Metric
The unexpectedness of Brussels is a driver of creativity.
It’s flaws stimulate every person to find their own creative solutions.
Insight
And Alex, this also means that:
Everyone in and around the city of Brussels can be a potential innovator or creative genius.
(= target group)
We’re Brussels. We ain’t flawless.
But these flaws will inspire our people to be creative.
Proposition
We’re Brussels. We ain’t flawless.
But these flaws inspire our people to be creative. People do need proof of the pudding.
Politics
Economy
Media
Civil
participation
Comms / campaign
Creative brief
Make people in Brussel aware of all the creative
opportunities in their city.
Make them aware of the flaws and let them think
creatively about it.
PRESENT STATE
DESIRED STATE
Grey & dreary city
Frustration
Irritation
Boring
Corporate
Creative city
Inspiration
Exciting
Opportunities