Every bustling city with global attraction has many functions and deals with many stakeholders. It’s a lot more complex to define and manage a city brand than a product brand. But if you take the right steps at the right moment and have a bit of luck at your side, you might end up with something similarly comprehensive and cohesive as the Amsterdam city brand. This presentation tells the story of how Amsterdam became an international showcase example for city branding.

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Redefining the
Amsterdam City brand
@edenspiekermann @edoch
October 2014

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amsterdam

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brand =
network of mental associations
logo =
trigger to evoke the mind set

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city =
network of mental associations
marketing slogan =
trigger to evoke the mind set

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but:
managing a city brand is
far more complex than
managing a product brand

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more media,
more messages,
more actors,
more politics

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a city brand policy does not
tolerate democracy.
it needs a clear direction and
strong management

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amsterdammers are:
›‘merciful, heroic, resolute’
(city coat of arms)
›open, personal
›active, go-getters
›up-front, cheeky
›humorous, with a wink
›averse to authority, slightly anarchist

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amsterdam =
city identity +
marketing identity

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The starting point in january 2002.
55 different logo’s, no unity

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Building 1 amsterdam
The concept
The City of Amsterdam is a network organisation,
with independently operating services, departments and
city districts.
!
The ‘Amsterdam Style’ offers space for both the
signature of the City as well as the individual identities
of the services and districts.

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Building 1 amsterdam
The concept
The districts, departments and services shape their own
identity by adding their distinctive characteristics to the
core identity of the City.

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Building 1 amsterdam
The concept
A restrained use of visual elements to shape the
individual identities will benefit both the family ties and
promote the transparency of the organization as a whole.

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History of xxx

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The Amsterdam coat of arms

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xxx belongs to the city and its citizens

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Which are the ‘real’ xxx?

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What we were looking for: family ties

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36. The ‘second layer’ concept gave city districts and services
their own playing field on selected carriers

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52. edenspiTekherem aCnint_y Council implements a large restructuring in 2014

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amsterdam =
city identity +
marketing identity

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amsterdam =
creativity
innovation
entrepreneurial spirit

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Amsterdam based this selection on:
› Image research among various target groups
(visitors, companies, inhabitants)
› Interviews on the unique and distinguishing
elements of Amsterdam
› Numerous statements on Amsterdam, from
policy documents to television programmes,
from travel guides to promotional material
to newspaper reports
› An Omnibus questionnaire among
424 Amsterdam residents City marketing plan by Berenschot Consultancy
and the Municipality of Amsterdam

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City marketing
Priorities city marketing policy (2004)
Source:
Choosing
Amsterdam;
Berenschot
Consultancy
and
the
Municipality
of
Amsterdam

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City marketing
City Marketing Organization
Metropolitan area
City of
Amsterdam
Covenant
partners
Businesses

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City marketing
Roles of the city organization
› License provider as owner of the Amsterdam brand the City
provides the license to Amsterdam Marketing.
› Co-decision-maker the City is President of the Board and Vice-president
of the Daily Board of Amsterdam Marketing
› Policy developer and contractor the City is responsible for
a number of policy areas that have a great influence on the profile of
Amsterdam.
› Communicator on behalf of the Amsterdam brand the Mayor is
the spokes person for Amsterdam, nationally and internationally.

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City marketing
Roles of Amsterdam Marketing
› License holder Amsterdam Marketing handles brand
management. It provides licenses to organizations who want to use
the Amsterdam brand and monitors its use.
› Decision maker Amsterdam Marketing determines the marketing
strategy of the Amsterdam metropolitan Area and formulates and
evaluates objectives for development and strengthening of the
Amsterdam brand.
› Policy implementer Amsterdam Marketing is responsible for
promoting the image and values of (greater) Amsterdam to visitors,
businesses and inhabitants.

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City marketing slogan/logo by KesselsKramer

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› Find the spiritual core of your city and inhabitants
›Translate it into a clear promise
› Keep it simple
›Add it to all your ‘pearls’
›Define clear roles and responsibilities
› Organize and manage it centrally
›Make sure it stays that way

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Thank you.
www.edenspiekermann.com
info@nl.edenspiekermann.com