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City Branding beyond City BrandingThomas Sevcik,arthesia Zurich / Los Angeles
20APR2010
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©Taylor; Univ of Lboro, UK
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Very good connectivity
Major cultural center
Investment in Knowledge
Cit
y
A Cit
y
B Cit
y
C Cit
y
D Cit
y
E
Leader in Sustainability
Regional Economic
Development Strategies
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City / Region Branding
Urban/Regional Planning
Agreeing on a sort of campaign
They don‘t talk to each other
Often thick papers trying to find common ground
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Implementation
Leadership
Key Symbols
Initiatives
Multiplicators
Communication
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Banks
Boring
Bourgeoise
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Machine in the Garden
Knowledge Eccentrics
Corporate Utopia
Cultural Innovation
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WebclipWebclip
Big BangBig
Bang
THEMEWORLD-BOARDTHEMEWORLD-BOARD
TH
EM
EW
OR
LD-B
OO
K (
Wh
iteB
ook)
Growth Strategy
Kanton Glarus
Growth Strategy
Kanton Glarus
EURO2006 Message Strategy
EURO2006 Message Strategy
MagazineMagazine
Multiplicators-StrategyMultiplicators-Strategy
Kanton Zurich 2004-09 Strategy
Kanton Zurich 2004-09 Strategy
CreativeIndustry InitiaitveCreativeIndustry Initiaitve
Media StrategyMedia Strategy
Image MonitoringImage Monitoring
GZA Enlargement
Initiative
GZA Enlargement
Initiative
MACHINE IN THE GARDEN
KNOWLEDGE ECCENTRICS
CORPORATE UTOPIA
CULTURAL INNOVATION
Präzisionsindustrie
Familienwohnen in intakten Dörfern
Automobilzulieferer
Hügellandschaft
Internationale Top-Festivals
Logistik
Intelligentes Kulturzentrum
Museumslandschaft
High-Tech Industrien
Idyllisches Wohnen
Hauptquartiere
Grossbanken und Grossversicherungen
Renommierte Hochschulen
Innovative FinanzprodukteThink Tanks
Holdinggesellschaften
„Parkside“
BioTech
Kreativitätscluster
Neue Industrien
Statuswohnen
Wohnen in intakten Erholungsräumen
Top Resorts
Wohnen und Arbeiten in den Alpen
GREATER ZURICH AREA
Nachhaltiger Tourismus
Zurich, for all its reputation - regal, moneyed, hyperefficient and safe - has in recent years become a very different city, one of immigration, youthful decadence and a vibrant contemporary art scene.
The New York Times, 2006
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03JUN08
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Metro Phoenix is the Opportunity Oasis.
03JUN08
18Urban
Pioneering
Open Space Thinki
ng
Upscale
Desert Garden
Opportunity Oasis
Upscale Desert Garden
Open Space Thinking
03JUN08
19Rationale for Story
Unchartered ground.Accessibility of place and people.Upward Mobility.Constant Renewal.Unfinished City.Meritocracy intact.
STRATEGY RATIONAL
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OPPORTUNITY OASIS
DESIGNGoal:Enhancing Quality of Life by creating surprising solutions
ENTREPRENEURSHIPGoal:Sustaining meritocracy and fostering innovation for future growth
Enhancing Oasis
Manfesting Opportunity
DNA
Need
Action Areas
Rationale Quality of Life is the paradigm to succeed in the 21st century.
Individual ideas and dreams are the growth enginge of our future
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