NEW YORK. A CASE STUDY.
HISTORY
What we know today as New York City was first discovered in 1609 by the Dutch as “New Amsterdam”. In 1626, in one of the most infamous and poorly negotiated real estate transactions in world history, the Dutch purchased Manhattan from local Indians for a few dollars worth of beads and some ribbon. Because New Amsterdam was geographically located between English colonies to the north and south, friction with England was inevitable. In 1664, England’s Charles II claimed all Dutch land and gave it to the Duke of York. At the time, the Dutch were unwilling to fight England over colonial interests, so New Amsterdam became New York.
What we know today as New York City was first discovered in 1609 by the Dutch as “New Amsterdam”. In 1626, in one of the most infamous and poorly negotiated real estate transactions in world history, the Dutch purchased Manhattan from local Indians for a few dollars worth of beads and some ribbon. Because New Amsterdam was geographically located between English colonies to the north and south, friction with England was inevitable. In 1664, England’s Charles II claimed all Dutch land and gave it to the Duke of York. At the time, the Dutch were unwilling to fight England over colonial interests, so New Amsterdam became New York.
ATTRACTIONS
The roots of New York bring back the earliest economic factors and trade issues. The “pull” of New York was originally centered around economic interests, but evolved to include a litany of attractions. These include Central Park, The Empire State Building, Greenwich Village, the MET, The Museum of Modern Art, SoHo, The Statue of Liberty, Times
Square, The United Nations Building, The New York
Public Library, The Guggenheim, The World Trade
Center, and Tribeca. New York markets its regional
attractions as well; including The Hamptons, The
Jersey Shore, Belmar, Hudson Valley, Hyde Park,
Jones Beach, Long Island and The Wine District. The
brand equity New York possesses is not only history,
but it makes history every day it comes alive again.
These attractions are magnets not only to the resi-
dents, but tourists who provide 35 million visitors
annually for New York.1 Eventually, New York itself
outgrew its natural shoreline and to this day continues
to wrestle with two conflicting visions, a monumental city built on a grand design, and a commercial Mecca built spontaneously by capitalism and democracy. 2
NICKNAME
Why is New York called the Big Apple?
Morning Telegraph reporter, John J. FitzGerald, first made common
use of the term during the 1920’s in reference to the city’s racetracks.
He apparently first heard it used by African American stable hands in New
The roots of New York bring back the earliest economic factors and trade issues. The “pull” of New York was originally centered around economic interests, but evolved to include a litany of attractions. These include Central Park, The Empire State Building, Greenwich Village, the MET, The Museum of Modern Art, SoHo, The Statue of Liberty, Times
Square, The United Nations Building, The New York
Public Library, The Guggenheim, The World Trade
Center, and Tribeca. New York markets its regional
attractions as well; including The Hamptons, The
Jersey Shore, Belmar, Hudson Valley, Hyde Park,
Jones Beach, Long Island and The Wine District. The
brand equity New York possesses is not only history,
but it makes history every day it comes alive again.
These attractions are magnets not only to the resi-
dents, but tourists who provide 35 million visitors
annually for New York.1 Eventually, New York itself
outgrew its natural shoreline and to this day continues
to wrestle with two conflicting visions, a monumental city built on a grand design, and a commercial Mecca built spontaneously by capitalism and democracy. 2
NICKNAME
Why is New York called the Big Apple?
Morning Telegraph reporter, John J. FitzGerald, first made common
use of the term during the 1920’s in reference to the city’s racetracks.
He apparently first heard it used by African American stable hands in New
31
Orleans in 1921. The term was popularized among African American jazz musicians in the 1930’s, who regarded New York, and particularly Harlem, as the capital city of jazz. Its modern use derives largely from a publicity campaign developed in 1971 by the New York Convention and Visitor’s Bureau. Since this time, New York has always been referred to as “The Big Apple”.3
BRANDING EFFORTS
In 1970, the State of New York decided to promote tourism to help offset a recession, and asked the Ad Agency Wells, Rich and Greene, and graphic artist Milton Glaser to develop a campaign, and the “I Love NY” slogan was created along with the campaign which is still one of the most recognized and successful campaigns in the history of great emotional branding.4
I LOVE NEW YORK is the official State of New York slogan, and is still used to promote New York today.
DEMOGRAPHICS
New York has not always been successful attracting and maintaining a pop- ulation base. This was especially true in the early 70’s through the mid-80’s when riding the subway became a means of survival rather than a means of transportation. Between 1970 and 1980, the city lost nearly 825,000 resi- dents, by far the largest loss ever sustained over a 10 year period by a major U.S. city. This was primarily due to crime, high housing costs, and density of living. In 1984, there was the highly publicized case of Bernard Goetz, oth- erwise known as the subway vigilante, who shot four young black men in the New York Subway because they were trying to rob him. The Goetz case became a symbol of a particularly dark moment in New York City history when the city’s crime problem had reached epidemic proportions. The envi- ronment of the city at that time, especially prevalent in the subway, was one of complete disorder and daily violent crime. Since overcoming that disap- pointing decade, however, the current perception of New York has been much better. It has added 685,000 residents since 1990, which was the largest percentage of immigration to any major city during that period; and as of the 2000 census, the City of New York was home to 8 million residents.5
BRANDING EFFORTS
In 1970, the State of New York decided to promote tourism to help offset a recession, and asked the Ad Agency Wells, Rich and Greene, and graphic artist Milton Glaser to develop a campaign, and the “I Love NY” slogan was created along with the campaign which is still one of the most recognized and successful campaigns in the history of great emotional branding.4
I LOVE NEW YORK is the official State of New York slogan, and is still used to promote New York today.
DEMOGRAPHICS
New York has not always been successful attracting and maintaining a pop- ulation base. This was especially true in the early 70’s through the mid-80’s when riding the subway became a means of survival rather than a means of transportation. Between 1970 and 1980, the city lost nearly 825,000 resi- dents, by far the largest loss ever sustained over a 10 year period by a major U.S. city. This was primarily due to crime, high housing costs, and density of living. In 1984, there was the highly publicized case of Bernard Goetz, oth- erwise known as the subway vigilante, who shot four young black men in the New York Subway because they were trying to rob him. The Goetz case became a symbol of a particularly dark moment in New York City history when the city’s crime problem had reached epidemic proportions. The envi- ronment of the city at that time, especially prevalent in the subway, was one of complete disorder and daily violent crime. Since overcoming that disap- pointing decade, however, the current perception of New York has been much better. It has added 685,000 residents since 1990, which was the largest percentage of immigration to any major city during that period; and as of the 2000 census, the City of New York was home to 8 million residents.5
One of the reasons for this change in the population was due to the “Broken Windows” theory. Broken windows was the brainchild of economists James Q. Wilson and George Kelling. Wilson and Kelling argued that crime (the reason the population was moving out of New York City), was the inevitable result of disorder. The theory is based on the following: if a window is bro- ken and left unrepaired, people walking by will conclude that no one cares and no one is in charge. Soon, more windows will be broken, and the sense of anarchy will spread from the building to the street, sending the signal that ‘anything goes’. This is the epidemic theory of crime. It says that crime is contagious, just as a fashion trend is contagious. In the mid-1980’s Kelling was hired by the New York Transit Authority as a consultant, and he hired a new subway director, David Gunn, to oversee a multi-billion dollar renova- tion of the subway system. The larger questions of crime and subway reliability were addressed, and also the symbols of these things, such as graffiti, which extended to the broken windows theory. The graffiti was symbolic of the collapse of the system and the clean-up took from 1984 to 1990. During that time the system painted over every part of the subway that possessed graffiti, and every single train that came in with graffiti was painted over. The goal was to never send out a train unless it was ‘clean’ and to send a message to vandals that disorder would not be tolerated. The Transit Authority then added William Bratton to head the transit police, and he cracked down on fare-beating and other misdemeanors that had previously gone unpunished in the past. When Rudy Giuliani was elected as mayor in 1994, he hired Bratton to head the entire New York City Police Department. By cracking down on quality of life crimes as they had done in the subway, New York City saw a quick and dramatic fall in crime, contributing to the popula- tion growth that exploded in New York in the 1990’s. 6 New York became a good template for other cities to follow in order to rebuild their bad brand images.
34
ECONOMICS AND TOURISM
As mentioned in Chapter Two, New York is a highly distinctive brand and offers many things for tourists to enjoy including culture, commerce, attractions, restaurants, and entertainment. But tourism alone can be a fickle thing to rely on as far as revenue since so many factors exist that can damage the industry. For example, incidents such as high profile crime, SARS, terrorist attacks, and natural disasters have a large impact on tourism in any city.
As mentioned in Chapter Two, New York is a highly distinctive brand and offers many things for tourists to enjoy including culture, commerce, attractions, restaurants, and entertainment. But tourism alone can be a fickle thing to rely on as far as revenue since so many factors exist that can damage the industry. For example, incidents such as high profile crime, SARS, terrorist attacks, and natural disasters have a large impact on tourism in any city.
New York currently attracts 35 million visitors a year, but the goal for 2004 was 40 million; while also stimulating job growth.7 While it is widely unde- veloped as a source of revenue for cities, Event Marketing is becoming a growing phenomenon in entertainment and sports industries, adding to the visitors number. Statistics show that event sponsorships generate more than $3.7 billion annually for the sponsors, while corresponding marketing pro- grams represent an additional $10 billion.8 These types of statistics are stag- gering when you consider the amount of money that could get cities out of debt. But city marketers need to be diligent. When seeking sponsorships to boost tourism with events, partners should be chosen carefully, based on their compatibility with the city and commitment to municipal goals.9
ECONOMIC IMPACT OF SEPTEMBER 11TH
The impact of the attacks of September 11th is something that almost four years later we are still only beginning to understand. Like many American cities, New York has been in an economic recession since that tragic day. New York City’s employment base has historically enjoyed the distinction as an international center of business, com-
merce, tourism, and culture.
The famous hustle and bustle that New
York was world renowned for was cut Tribute in Light; designed by a number of artists in memoriam to the victims of September 11th. short on this day. Although severely This was lit for only 32 days in September of 2003.
ECONOMIC IMPACT OF SEPTEMBER 11TH
The impact of the attacks of September 11th is something that almost four years later we are still only beginning to understand. Like many American cities, New York has been in an economic recession since that tragic day. New York City’s employment base has historically enjoyed the distinction as an international center of business, com-
merce, tourism, and culture.
The famous hustle and bustle that New
York was world renowned for was cut Tribute in Light; designed by a number of artists in memoriam to the victims of September 11th. short on this day. Although severely This was lit for only 32 days in September of 2003.
shaken, the city and its people were quick to regain composure and normality, rebuilding the business district and the city’s confidence in record time.
However, this was at huge economic cost. According to the New York City Comptroller’s office, the economic cost to the city will total between $83 and $95 billion once it has been completely rebuilt. The final figure will depend in part on the number of jobs relocated out of the city. In all, the attacks destroyed 13 million square feet of prime office space, equal to the entire office space inventory in the central business districts of Miami or Atlanta.10 The tragic events of that day showed all of us a side of New York that we did not think existed before.11 Rebuilding the sense of community in New York was key during that tumultuous time, and vital in showing the rest of the world that New York had survived.
PEOPLE: RESIDENTS AND VISITORS
The force behind every city is its people, and
nowhere is this more prevalent than in New York.
If the branding of any city is to be successful, it
needs the support of residents, community lead-
ers and state and city government to engage peo-
ple in debate and motivate them to contribute time
and money. New York has always had good success with its people giving back to the city, and in light of the September 11th setback, this has been even more prevalent. In a city with a reputation for toughness and egos, the brand of New York is something that all New Yorkers can agree on.12 Each resident is a
However, this was at huge economic cost. According to the New York City Comptroller’s office, the economic cost to the city will total between $83 and $95 billion once it has been completely rebuilt. The final figure will depend in part on the number of jobs relocated out of the city. In all, the attacks destroyed 13 million square feet of prime office space, equal to the entire office space inventory in the central business districts of Miami or Atlanta.10 The tragic events of that day showed all of us a side of New York that we did not think existed before.11 Rebuilding the sense of community in New York was key during that tumultuous time, and vital in showing the rest of the world that New York had survived.
PEOPLE: RESIDENTS AND VISITORS
The force behind every city is its people, and
nowhere is this more prevalent than in New York.
If the branding of any city is to be successful, it
needs the support of residents, community lead-
ers and state and city government to engage peo-
ple in debate and motivate them to contribute time
and money. New York has always had good success with its people giving back to the city, and in light of the September 11th setback, this has been even more prevalent. In a city with a reputation for toughness and egos, the brand of New York is something that all New Yorkers can agree on.12 Each resident is a
walking, talking advertisement for a city brand. New York’s enjoys the advantage of loyal residents that consistently help to reinforce its positive brand image.
THE PROJECTED CITY BRAND
To Mayor Bloomberg, New York City is a “luxury brand” with untapped potential. 13 New York is most likely the best-known city on the planet; but the competition for New York is still very real. In 2003, Las Vegas, Tampa, Atlanta, and Kansas City had more aggressive marketing machines in place than New York. Christyne L. Nicholas, president of New York’s tourism office NYC & Company, told the New York Times “What we’ve learned with tourism is that there are other cities competing for our business. They have bigger budgets and better means to compete. I don’t think we can take this lightly.”14
The competition for New York is real, so you are not likely to see New York resting on its economic laurels. Maintaining a strong brand will be essential in its continued success as a highly distinctive city as well as a brand.
THE PROJECTED CITY BRAND
To Mayor Bloomberg, New York City is a “luxury brand” with untapped potential. 13 New York is most likely the best-known city on the planet; but the competition for New York is still very real. In 2003, Las Vegas, Tampa, Atlanta, and Kansas City had more aggressive marketing machines in place than New York. Christyne L. Nicholas, president of New York’s tourism office NYC & Company, told the New York Times “What we’ve learned with tourism is that there are other cities competing for our business. They have bigger budgets and better means to compete. I don’t think we can take this lightly.”14
The competition for New York is real, so you are not likely to see New York resting on its economic laurels. Maintaining a strong brand will be essential in its continued success as a highly distinctive city as well as a brand.
PARIS. A CASE STUDY.
HISTORY
For generations of sophisticated urbanites, Paris has been the city against which all others are measured. 1 Paris has a history few cities can claim. In 250 B.C, people discovered the area now known as Paris, which they referred to as Loukteih (Celtic for ‘a marsh’), during the second Iron Age. Paris is world-famous for its beauty and charm, and for its long history as a center of learning and knowledge. By 250 A.D, Christianity was introduced by St. Denis, who was later executed by the Romans at Montmartre. From 280 A.D, when the city was raided by barbarians, up until 1940 when Hitler and the Nazis invaded, many fought over Paris, claiming her as their own. She was finally liberated in 1944 by the Allies during World War II and remains a democracy to this day.
Paris was originally built on a series of axes and was structured around the cross made by the east to west axis of the Rue de Rivoli and by the north- south axis of the Boulevard de Sébastopol. Unlike American urbanism, these breakthroughs end in defining monuments situated at their intersections. The importance of these monuments was reinforced by the new urban pattern: they had a symbolical institutional function, but also served as identification and spatial landmarks.
For generations of sophisticated urbanites, Paris has been the city against which all others are measured. 1 Paris has a history few cities can claim. In 250 B.C, people discovered the area now known as Paris, which they referred to as Loukteih (Celtic for ‘a marsh’), during the second Iron Age. Paris is world-famous for its beauty and charm, and for its long history as a center of learning and knowledge. By 250 A.D, Christianity was introduced by St. Denis, who was later executed by the Romans at Montmartre. From 280 A.D, when the city was raided by barbarians, up until 1940 when Hitler and the Nazis invaded, many fought over Paris, claiming her as their own. She was finally liberated in 1944 by the Allies during World War II and remains a democracy to this day.
Paris was originally built on a series of axes and was structured around the cross made by the east to west axis of the Rue de Rivoli and by the north- south axis of the Boulevard de Sébastopol. Unlike American urbanism, these breakthroughs end in defining monuments situated at their intersections. The importance of these monuments was reinforced by the new urban pattern: they had a symbolical institutional function, but also served as identification and spatial landmarks.
Decoration also gave rhythm to the urban landscape: the ground covering with cobbled streets and pavements of gray asphalt and urban furniture grids around the trees, lamp posts and sewer plates corresponded to models defined by the administration and unified public space. What made the axes project most original, however, was the foresight of the development and organization of the underground, a large network of sewers and water pipes, anticipating the construction of the metropolitan underground railway at the end of the 19th century.
Paris has a tumultuous history, and during her growth some of the most memorable and monumental architectural, academic, and finest works of art as well as martyrs, saints and revered military figures reside in Paris.
These include:
1140 - St. Denis (the first Gothic Cathedral)
1163 - Notre Dame- (the geographical center of Paris, ‘point zero’, the spot from which all distances to Paris are measured.)
1180 - The Louvre (first built as a fortified castle built by Maurice de Sully)
1215 - The University or Paris
1253 - The Sorbonne
1517 - Leonardo da Vinci arrives in Paris with the Mona Lisa.
1572 - St. Bartholomew’s Day - 3000 Protestants were massacred.
1604 - The Pont Neuf, one of oldest bridges in the city is built.
1605 - The place Royale (now the place des Vosges) is built.
1643- 1715 Reign of Louis XIV, The Sun King.
1682 - Versailles is finished after 20 years and 30,000 men.
1760 - Building of the Ecole Militaire, and the square now known as Place de la Concorde. 1789 - The Storming of the Bastille and the beginning of the French Revolution.
1793 - Louis XVI and Marie Antoinette guillotined at Place de la Concorde. The Louvre becomes a public museum.
1799 - Napolean enters Paris. Reigns on and off until 1815, his body is returned to France in 1840. 1851-52- Under the reign of Napolean III, Paris is transformed.
Paris has a tumultuous history, and during her growth some of the most memorable and monumental architectural, academic, and finest works of art as well as martyrs, saints and revered military figures reside in Paris.
These include:
1140 - St. Denis (the first Gothic Cathedral)
1163 - Notre Dame- (the geographical center of Paris, ‘point zero’, the spot from which all distances to Paris are measured.)
1180 - The Louvre (first built as a fortified castle built by Maurice de Sully)
1215 - The University or Paris
1253 - The Sorbonne
1517 - Leonardo da Vinci arrives in Paris with the Mona Lisa.
1572 - St. Bartholomew’s Day - 3000 Protestants were massacred.
1604 - The Pont Neuf, one of oldest bridges in the city is built.
1605 - The place Royale (now the place des Vosges) is built.
1643- 1715 Reign of Louis XIV, The Sun King.
1682 - Versailles is finished after 20 years and 30,000 men.
1760 - Building of the Ecole Militaire, and the square now known as Place de la Concorde. 1789 - The Storming of the Bastille and the beginning of the French Revolution.
1793 - Louis XVI and Marie Antoinette guillotined at Place de la Concorde. The Louvre becomes a public museum.
1799 - Napolean enters Paris. Reigns on and off until 1815, his body is returned to France in 1840. 1851-52- Under the reign of Napolean III, Paris is transformed.
1863 - The first impressionist exhibit at the Salon des Refuses featuring Manet, Monet, and Cezanne. 1870-71- the Franco-Prussian war.
1875 - The Construction of Opera Garnier is completed.
1889- The Construction of the Eiffel Tower is erected, amidst fierce protests from artists. 1914-1918- World War I. German Invasion. French Casualties exceed 5 million.
1918-1939- Postwar Era- Major artistic and philosophical movements arise such as Constructivism, Dadaism, Surrealism, and Existentialism.
1920- The Unknown Soldier is buried under the Arc de Triomphe.
1940- Germany invades France. Armistice allows occupation of Paris. French Resistance starts. 1944- France is liberated by the Allies and Charles de Gaulle. The 4th Republic is established. 2004- The European union is founded by France.
For years now people have wondered why Parisians are wary of out- siders. Based on the city’s turbulent history, and its record of invasions by for- eigners of every kind, it is no wonder. Despite this, however, Paris has never failed to fight adversity. “Fluctuat nec mergitur”, Latin for “she is buffeted by the waves but she does not sink”, has been the city’s proud motto for over four cen- turies, and still holds true today.
ATTRACTIONS
The romance of Paris, as it was in of the end of the
19th century, no longer exists. The city is now a
multi-racial and multi-cultural city, which has on the
whole succeeded in integrating the old with the new.
For all of its crowds and congestion, Paris remains a
city known for its sublime beauty and style. One fifth of Paris is parkland. In addition to parks, there are cathedrals, palaces, pinched quarters, and ele- gant squares.3 The past traditions which made the city famous in its architecture, its way of life, and the atmosphere of its neighborhoods still exists today. The cultural and architectural attractions are many. These include the Arc de Triomphe, the Eiffel Tower, Notre Dame, Ste-Chapelle, Sacre Coeur, The Louvre, The Opera, The Hotel des Invalides (once an Army Hospital, now an army museum and home to Napolean’s
1875 - The Construction of Opera Garnier is completed.
1889- The Construction of the Eiffel Tower is erected, amidst fierce protests from artists. 1914-1918- World War I. German Invasion. French Casualties exceed 5 million.
1918-1939- Postwar Era- Major artistic and philosophical movements arise such as Constructivism, Dadaism, Surrealism, and Existentialism.
1920- The Unknown Soldier is buried under the Arc de Triomphe.
1940- Germany invades France. Armistice allows occupation of Paris. French Resistance starts. 1944- France is liberated by the Allies and Charles de Gaulle. The 4th Republic is established. 2004- The European union is founded by France.
For years now people have wondered why Parisians are wary of out- siders. Based on the city’s turbulent history, and its record of invasions by for- eigners of every kind, it is no wonder. Despite this, however, Paris has never failed to fight adversity. “Fluctuat nec mergitur”, Latin for “she is buffeted by the waves but she does not sink”, has been the city’s proud motto for over four cen- turies, and still holds true today.
ATTRACTIONS
The romance of Paris, as it was in of the end of the
19th century, no longer exists. The city is now a
multi-racial and multi-cultural city, which has on the
whole succeeded in integrating the old with the new.
For all of its crowds and congestion, Paris remains a
city known for its sublime beauty and style. One fifth of Paris is parkland. In addition to parks, there are cathedrals, palaces, pinched quarters, and ele- gant squares.3 The past traditions which made the city famous in its architecture, its way of life, and the atmosphere of its neighborhoods still exists today. The cultural and architectural attractions are many. These include the Arc de Triomphe, the Eiffel Tower, Notre Dame, Ste-Chapelle, Sacre Coeur, The Louvre, The Opera, The Hotel des Invalides (once an Army Hospital, now an army museum and home to Napolean’s
tomb), The Rodin Museum, the Place de la
Concorde, and on the outskirts, Versailles, home
to Louis XIV, The Sun King. Paris boasts about 85
museums, 83 municipal libraries, ten orchestras,
48 concert halls, about 300 art galleries, 61 the-
atres, 32 cafe-theatres, 95 cabarets, 22 music halls,
499 motion-picture theatres, approximately
10,000 restaurants and cafes, and two circuses. 4
For a city whose population as of 1999 was 2.2
million, with about 9.6 of this being metropolitan,
the amount of attractions and culture that Paris offers in such a dense area are many. 5
No other city in the world has managed to preserved its original architecture like Paris has, especially during war time. This is partly due to the fact that some foreign invaders did not have the heart to destroy Paris. During World War II, German General Dietrich von Choltitz risked his life and his family by lying to Hitler, telling him the destruction of the city had already begun per his orders. Choltitz was determined to abort the attack not only because of its barbarity but also since it targeted a large area thick with his troops, and this was not some farming town on the Russian steppes - it was Paris, the most beautiful city in the world. Such an operation, Choltitz growled, "would kill as many Germans as Parisians."6
Concorde, and on the outskirts, Versailles, home
to Louis XIV, The Sun King. Paris boasts about 85
museums, 83 municipal libraries, ten orchestras,
48 concert halls, about 300 art galleries, 61 the-
atres, 32 cafe-theatres, 95 cabarets, 22 music halls,
499 motion-picture theatres, approximately
10,000 restaurants and cafes, and two circuses. 4
For a city whose population as of 1999 was 2.2
million, with about 9.6 of this being metropolitan,
the amount of attractions and culture that Paris offers in such a dense area are many. 5
No other city in the world has managed to preserved its original architecture like Paris has, especially during war time. This is partly due to the fact that some foreign invaders did not have the heart to destroy Paris. During World War II, German General Dietrich von Choltitz risked his life and his family by lying to Hitler, telling him the destruction of the city had already begun per his orders. Choltitz was determined to abort the attack not only because of its barbarity but also since it targeted a large area thick with his troops, and this was not some farming town on the Russian steppes - it was Paris, the most beautiful city in the world. Such an operation, Choltitz growled, "would kill as many Germans as Parisians."6
NICKNAME
Paris is often called The City of Light as a trib-
ute to its intellectual preeminence as well as
its beautiful appearance. It is acknowledged all
over the world as the perfect example of ‘cosmopolitanism’ – raising city life to almost an art form. Since gaining this title, Paris has increasingly added lights to show off its best qualities at night. Approximately 155 monuments are lit each evening, along with 11,000 street lights.7 Paris keeps its brand promise to us as a city of beauty and light, and this is reinforced not only by the Parisians but by the phys- ical architecture that is embedded there.
BRANDING EFFORTS
Most cities do not have the branding advantages that Paris has, blessed with classy architecture and a fascinating history. But Paris remains the hub of France despite attempts at decentralization, and retains its importance as a European cultural, commercial, and communications center. Paris is noted pri- marily for its fashion industry and for the manufacturing of luxury articles.8
Book printing and publishing are also major activities in central Paris. Heavier industries are situated in the suburbs. Tourism, however, is by far the city's largest source of income; it is one of Europe's leading tourist attrac- tions. For this reason, tourism brands Paris quite well. As far as ‘branding efforts’ go, Paris is in the running for a bid for the 2012 Summer Olympics, and after being passed over for 2008, the French have learned from their mis- takes. Instead of spreading sporting venues around the city, they’ve concen- trated on two poles of activity that together would host 75 percent of events. Most symbolically, they’ve brought the
Paris is often called The City of Light as a trib-
ute to its intellectual preeminence as well as
its beautiful appearance. It is acknowledged all
over the world as the perfect example of ‘cosmopolitanism’ – raising city life to almost an art form. Since gaining this title, Paris has increasingly added lights to show off its best qualities at night. Approximately 155 monuments are lit each evening, along with 11,000 street lights.7 Paris keeps its brand promise to us as a city of beauty and light, and this is reinforced not only by the Parisians but by the phys- ical architecture that is embedded there.
BRANDING EFFORTS
Most cities do not have the branding advantages that Paris has, blessed with classy architecture and a fascinating history. But Paris remains the hub of France despite attempts at decentralization, and retains its importance as a European cultural, commercial, and communications center. Paris is noted pri- marily for its fashion industry and for the manufacturing of luxury articles.8
Book printing and publishing are also major activities in central Paris. Heavier industries are situated in the suburbs. Tourism, however, is by far the city's largest source of income; it is one of Europe's leading tourist attrac- tions. For this reason, tourism brands Paris quite well. As far as ‘branding efforts’ go, Paris is in the running for a bid for the 2012 Summer Olympics, and after being passed over for 2008, the French have learned from their mis- takes. Instead of spreading sporting venues around the city, they’ve concen- trated on two poles of activity that together would host 75 percent of events. Most symbolically, they’ve brought the
Olympic Village inside the city limits, so
that the athletes can enjoy the City of Lights.9 Paris has such a powerful brand it does not need to spend as much in branding efforts as other cities do. Location Branding alone manages to promote Paris quite well, and her proximity to the rest of Europe and the ease of which one can travel in and out of Paris also make it convenient.
DEMOGRAPHICS
Paris is the center of France, more so than any other country, both eco- nomically as well as psychologically. The economic activities of Paris over- shadow those of any other part of France in impor-
tance and complexity. About 65 percent of the
nation's bank and corporate headquarters are in
the city. Much of the industry in central Paris is of
the small-scale craft type, based on skill and most
often family owned. Many of these industries make
luxury items such as perfumes, furs, gloves, jewel-
ry, toys, clothing, wooden articles, and other high value goods. France isn’t just a country of regions, they all look towards Paris as their focal point. While most countries are ‘stitched together’, Paris unites the entire country of France as one entity.
that the athletes can enjoy the City of Lights.9 Paris has such a powerful brand it does not need to spend as much in branding efforts as other cities do. Location Branding alone manages to promote Paris quite well, and her proximity to the rest of Europe and the ease of which one can travel in and out of Paris also make it convenient.
DEMOGRAPHICS
Paris is the center of France, more so than any other country, both eco- nomically as well as psychologically. The economic activities of Paris over- shadow those of any other part of France in impor-
tance and complexity. About 65 percent of the
nation's bank and corporate headquarters are in
the city. Much of the industry in central Paris is of
the small-scale craft type, based on skill and most
often family owned. Many of these industries make
luxury items such as perfumes, furs, gloves, jewel-
ry, toys, clothing, wooden articles, and other high value goods. France isn’t just a country of regions, they all look towards Paris as their focal point. While most countries are ‘stitched together’, Paris unites the entire country of France as one entity.
ECONOMICS AND TOURISM
Paris is the number one tourist city in the world. In 2002, over 76 million visitors came to France. Six attractions in Paris alone draw 23.5 million visitors yearly. At the Paris Guide on Yahoo! Travel, we learned that the three most popular tourist attractions are Disneyland Paris (12 million visitors last year), The Eiffel Tower (5.5 million), and The Louvre (5 million). Paris and its sur- rounding suburbs, known as the Ile-de-France, boast a population of rough- ly 10.5 million people. Just over two million of those live in Paris proper.11
PEOPLE: RESIDENTS AND VISITORS
The Parisians have a reputation of being elite, but historically this has been from the view of foreign visitors. Because the visitors who wrote the mem- oirs or travel guides were wealthy, the people they associated with during their visits in Paris were of the same social stature. Therefore, when visitors spoke of the Parisians, they were normally referring to the people of the upper classes. These social circles frequented salons, soirees, the opera, shops, and the famous Parisian gardens. Hence, many past descriptions of the Parisians showed little emphasis on the lower classes that inhabited the city, and this holds true to an extent today. The Parisians often speak of Paris like it is the apple of their eye; simply because it is. They are aware of their stature and importance to the rest of the world, and because they see themselves as progressive and great people, this is often mistaken for pompous.
Paris is the number one tourist city in the world. In 2002, over 76 million visitors came to France. Six attractions in Paris alone draw 23.5 million visitors yearly. At the Paris Guide on Yahoo! Travel, we learned that the three most popular tourist attractions are Disneyland Paris (12 million visitors last year), The Eiffel Tower (5.5 million), and The Louvre (5 million). Paris and its sur- rounding suburbs, known as the Ile-de-France, boast a population of rough- ly 10.5 million people. Just over two million of those live in Paris proper.11
PEOPLE: RESIDENTS AND VISITORS
The Parisians have a reputation of being elite, but historically this has been from the view of foreign visitors. Because the visitors who wrote the mem- oirs or travel guides were wealthy, the people they associated with during their visits in Paris were of the same social stature. Therefore, when visitors spoke of the Parisians, they were normally referring to the people of the upper classes. These social circles frequented salons, soirees, the opera, shops, and the famous Parisian gardens. Hence, many past descriptions of the Parisians showed little emphasis on the lower classes that inhabited the city, and this holds true to an extent today. The Parisians often speak of Paris like it is the apple of their eye; simply because it is. They are aware of their stature and importance to the rest of the world, and because they see themselves as progressive and great people, this is often mistaken for pompous.
THE PROJECTED CITY BRAND
Paris is perhaps one of the most powerful city brands of its kind and the future of Paris should continue to be as bright as her lights. Despite the many setbacks that have occurred over thousands of years such as war, political landscape, and economy, Paris has held her own, and continues to possess many characteristics of a strong brand. Paris consistently promotes her unique personality, culture, people, history, economy, attractions and values. These qualities make her one of the most highly distinctive city brands in the world. In this way and many others, City Planners could stand to learn many branding lessons from the City of Lights.
http://www.brandchannel.com/images/papers/245_Branding_of_Cities.pdf
Paris is perhaps one of the most powerful city brands of its kind and the future of Paris should continue to be as bright as her lights. Despite the many setbacks that have occurred over thousands of years such as war, political landscape, and economy, Paris has held her own, and continues to possess many characteristics of a strong brand. Paris consistently promotes her unique personality, culture, people, history, economy, attractions and values. These qualities make her one of the most highly distinctive city brands in the world. In this way and many others, City Planners could stand to learn many branding lessons from the City of Lights.
http://www.brandchannel.com/images/papers/245_Branding_of_Cities.pdf
Which cities have successful brands?
Most great cities have a brand that's developed organically — Paris around romance, or Hong Kong around trade. 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" and the more recent NYC work. So has Glasgow.
RJ
RJ
New York is probably the world's greatest branded city. The brand key is integration and direction. That is driven by a combination of single-minded leadership about what New York is: an eclectic mixture of people, all of whom, regardless of sex, age or creed, have the potential to realise their dream — if they work at it. 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.
JG
JG
Liverpool, Edinburgh and Paris are successfully branded cities. They ooze the most culture. Liverpool has had an incredible turnaround in terms of its politics and physical deprivation. It's such a thriving city — with clubs and bars, a financial centre and retail — so there's something for everyone. Any tourist or business visitor wants to have a sense of where a city's heartbeat is, and that's what I get from these cities, along with a sense of pride and dramatic architecture.
MH
MH
Sydney has maximised what it could from hosting the 2000 Olympics but did so in a coordinated way across business, tourism and in developing a profile for the whole city. New York and Glasgow have both, over decades, used a series of campaigns to get people to reassess what they're about. The roots of "I love NY" was in the 1970s when the city wanted to instil pride in itself and get across the idea that New York was somewhere you'd want to visit.
MM
MM
Which cities have failed as brands?
Belfast has recently announced a logo, but it's not clear what the brand idea behind it is.
RJ
RJ
As a Londoner, I am ashamed to mention London. Everything about brand London is turning into a disaster. From unfocused brand values — what exactly does London stand for in 2008? — to poorly managed transport, policing and environment, and disenfranchised communities. New York's brand reflects progress; Brand London speaks of uncertainty. That was best exemplified by the logo for the 2012 Olympics: disjointed and crude.
Jerusalem also needs a rebrand. The ancient "golden crown" capital city of the world's major religions has become synonymous with the centre of the world's biggest question mark. Rather than try to be everything to all people, every brand must have a single-minded purpose. In Jerusalem's case, anyone who shouts loud enough somehow feels entitled to have a claim on Jerusalem's brand meaning.
JG
JG
There's lots on offer in Birmingham, but it's still in the shadow of Manchester and Leeds. Bristol's got a fantastic location, with access to London, the south-west and Wales, with a mixture of tourism, industry and large corporations based there, but it's not really exploited its assets.
MH
MH
Toronto doesn't have a strong identity and is dwarfed in branding terms by other cities like Vancouver and Montreal. The city's brand, Toronto Unlimited, was launched in 2005, but it hasn't really linked the different faces of the city — its tourism and its business — nor capitalised on its nature as a 24-hour city.
MM
MM
What are your tips for branding a city?
Start by working on reality, not image — do the regeneration, the investment, the transformation first, and only when change is visible should you start to "brand" it.
RJ
RJ
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.
JG
JG
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.
MH
MH
Branding isn't just about one logo or a strapline, it's about coordinated activity and a joined-up approach to attract all the city's audiences. Your brand needs to address the tourist who may come one year and then next year have a child who is due to study there. Photography is also difficult because it's hard to capture the spirit of a place. Visit Britain, the tourism agency, has done some great work in building up a special and freely accessible photo library that captures the essence of personality and place.
MM
MM
http://www.guardian.co.uk/society/2008/oct/01/city.urban.branding
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