Embed Size (px)
Citation preview
Master in City Sciences
City branding and urban development
Temporary fashion or vehicle for innovation?
Gildo Seisdedos
Director of Madrid Global Chair in Urban Strategy Technical Director mercoCIUDADProfessor
IE Business School [email protected]
Branding the smartCity branding and urban development
Temporary fashion or vehicle for innovation?
Gildo Seisdedos
Director of Madrid Global Chair in Urban Strategy
Technical Director mercoCIUDAD
Professor
IE Business School
smart city
urban innovation
+ X -
+ X -
urban innovation
urban world
Dra. Ana Tibaijuka
Executive Director
UN-HABITAT
“The battle for
sustainable
development will be
found in the cities of the
world.”
Dra. Ana Tibaijuka
Executive Director
UN-HABITATº
“La batalla del
desarrollo sostenible
se librará en las
ciudades.”
Arq. Jaime Lerner
Brazilian urbanist and politician
“Cities are not the
problem... they are the
solution!”
innovators
entrepreneurs
institutional investors
global companies
foreign students
university campuses
science centres
cultural facilities
1.- City branding is not about replica strategies
ur-banalization…
… vs authenti-city?
talent – technology – tolerance
cappuccino coefficient
2.- City branding is not about playing word games
3.- City branding is not about killing off animals
4.- City branding is about growing from the roots
differentiation
message
hardware software
• Public realm still consideredesoftware
software
software
software
software
software
software
software
software software
software
software
software
hardware
hardware
hardware
software
software
software
software
5.- City branding is about cobranding with commercial brands
ARISTOCRATIC
BRANDS
IMPOSTOR
BRANDS
AMBASSADOR
BRANDS
EMERGING
BRANDS
MA
RK
ET
SC
OP
E
USE OF PLACE
+
_
_ +
ARISTOCRATIC
BRANDS
IMPOSTOR
BRANDS
AMBASSADOR
BRANDS
EMERGING
BRANDS
MA
RK
ET
SC
OP
E
USE OF PLACE
+
_
_ +
cyberarts
Ars Electronica Center aka “Museum of the Futur”Linz (Austria)
