What are great cities made of and how can we create a brand new city and build it like a brand.

1. Branding
A City

2. “
Nations are like human beings, the most
respected ones are those that have a great
soul..

3. “
a lifetime of passion and
persistence is what creates an
enlightened soul

4. When it comes to cities there are cases
of meticulously planned cities becoming
dream destinations while at the same
time there are cities that went through
natural evolution with society and
became iconic.

5. A case of Natural Urban Evolution
The city of the world- New York
What makes NY the symbol of vibrant life

6. • History-
– the city of the immigrants
Key • Demographics
– Diverse age and ethnic mix
Facts • Advantages
– Thriving diversity of Culture
• Little Italy in NY
• The china town
– Freedom to practice – culture, religion, art
– Thriving economy – port city, businesses
• Branding
– Mayors initiative – city budget for marketing
• Iconic cultural branding
• I love NY
• Projected City Brand
– The big apple

7. A case of Planned Social Harmony
Singapore
One of the Best Destinations to Live, Visit and Work

8. History
Key • A case of good governance – best public policy and urban planning
example in the world
Facts Demographics – Multi ethnic and Multi religion
Results
 8% economic growth
 Lowest infant mortality rate in the world
 95% literacy, highest performing in math and language test avg
in the world.
 No homeless or no slum areas
 Highest avg. life expectancy 79 years
 No political instability or war conflict
 Environment management- 85 % clean air, 100% clean water
 Culture- performing arts, theater, museums ,

9. • Branding Initiatives
Key – Iconic cultural branding
• Singapore Airlines
• Tourism Singapore
Facts • Projected City Brand
– East meets west –harmony of culture and
religion, first world country in one generation
– City of water – from water dependant to self
sufficient to intellectual capital of water
management
– City of Gardens – greater bio diversity than
USA- 00.8% of its size

10. Key Learning from the Two cities
The Body The Spirit
Infrastructure Diversity
Economy Culture
Safety Creativity

11. Branding

12. The The Soul
Branding
The Emotional Intangibles
Pyramid Culture
Diversity
Creativity
Soul The Functional Rationales
Livability
Legality and Policies
Emotional Exclusivity
Intangibles Technology
Accessibility
Functional
Rationales

13. Branding Values Matrix for a
City Brand
Collective The heart
Soul
Culture
Emotional intangibles
Creativity Diversity
Livability Technology
Functional rationales
Legality
Accessibilit
and y
Policies Exclusivity

14. “
The real essence of a city
comes from its inhabitants

15. Defining the Creative Class
A social segment identified as a an important population group which is
The foundation of modern socio economic theories.
Creative Class or Idea Workers ,
by Richard Florida
Carnegie Mellon University Economist

16. The difference between the Creative Class and the
other classes, referred to as the Working Class or
Service Class, is that the latter are paid to execute
the Creative
according to plan, while
Class are primarily paid to
create, to ‘think’ for a living,
and have more flexibility than the other
classes do.
Idea
worker

17. The core of the Creative Class is a
broader group of creative
professionals in business, finance,
law, health care, and related fields.
This group engages in complex
problem solving that involves a
great deal of independent judgment
Idea and requires high levels of
education and human capital.
worker

18. The world economy is moving from
industrialization to service sector
20 % of the workforce creative 80%
of the economic value
Why are the Attract the talent, the corporations
important? will follow them there

19. So what will take it the
creative class to
embrace a new city?

20. “
The functional rationales will be
generic and will become tangible as
development progresses so let us
focus on the emotional intangibles

21. Culture
Diversity
Creativity

22. For example
Architecture
Literature
Festivals
& Poetry
Food Photography
CITY
Filmmaking
Music
Art
Entrepreneurship
Technology

23. Thank you
@sculeman