Helping a Region with their Place Branding Strategy
The Challenge
Project: Geneva Place Branding
Location: Geneva, Switzerland
Industries: Government, Event, Tourism
Date: 2019-2020
The image and reputation of a city are tremendously crucial for its economic development. Place branding can trigger a strategic mindset, offer tools to navigate challenging contexts successfully and support the development of vibrant and multifaceted places like Geneva.
Geneva already has a strong brand and displays multiple ecosystems. However, fragmented initiatives and lack of coordination and co-creation inhibit the place branding potential of this city. As a result, a shared vision and a strategic plan on place branding have not yet emerged.
The Solution
The first step, provided by Conexkt, was to share essential knowledge about place branding’s critical concepts based on the emerging field of practice and research of the last two decades. Conexkt wrote a strategic plan for the canton of Geneva. Various questions were tackled, such as what is a place brand? What is a place branding strategy? What can or cannot be expected from it? We showed examples of best practices of place branding worldwide. We highlighted the necessity to understand place branding beyond the creation of logos and the need to build an inclusive process for all stakeholders from the start.
Next, we analyzed the relevance of launching a place branding strategy for Geneva and presented existing methodologies to implement it. Place branding is about co-creation with various stakeholders. It should ideally adopt a bottom-up approach. We interviewed various leaders from different industries and government agencies. We took into account the vibrant and well-established ecosystem of international Geneva. When doing so, we identified stakeholders that already embrace the idea of a commonplace branding initiative for Geneva as a whole. These stakeholders would become key actors to move forward successfully with such an endeavour.
Although the implementation of such a strategy is never linear, we can select tools to put a successful process in place (see our toolkit.) Based on our analysis, we recommended a tailor-made methodology to be applied, considering different scenarios, and suggested specific steps for Geneva to develop a place branding strategy and implement it for the years to come.
We suggested putting in place a flexible structure in charge of strategy that would include all stakeholders while at the same time starting small with steps at the operational level. All existing initiatives should inspire these actions. Geneva is a highly dynamic city. Some activities could be integrated into a strategic plan and would perfectly fit under an umbrella brand. This would allow fragmented efforts and projects to join a commonplace brand vision.
Dr. Renaud Vuignier
“Place branding is not about selling a place, but about compelling people to discover, live and innovate within the space”
Our Toolkit
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Unleashing The potential of Place Branding
Unleash the potential of place branding in the midst of challenges. Use our toolkit to discover how to reinforce synergies in your region, enhance its identity as a whole and harmonize marketing and communication efforts.
Although the implementation of such a strategy is never linear, we can select tools to put a successful process in place (see our toolkit.) Based on our analysis, we recommended a tailor-made methodology to be applied, considering different scenarios, and suggested specific steps for Geneva to develop a place branding strategy and implement it for the years to come.
We suggested putting in place a flexible structure in charge of strategy that would include all stakeholders while at the same time starting small with steps at the operational level. All existing initiatives should inspire these actions. Geneva is a highly dynamic city. Some activities could be integrated into a strategic plan and would perfectly fit under an umbrella brand. This would allow fragmented efforts and projects to join a commonplace brand vision.
Unleashing the Potential of Place Branding
Explore how strategic initiatives and collaborative efforts can unleash the potential of place branding. This video delves into the transformative power of effective place branding, illustrating how it goes beyond mere marketing to deeply engage with the essence of a location. It addresses the challenges and opportunities in promoting a place's unique qualities, fostering a sense of identity, and attracting tourism and investment. By leveraging place branding, communities can enhance their global presence and create sustainable growth, making their areas more attractive for residents and visitors alike.
Do you want to unleash the potential of place branding in the midst of challenges?
Let's design your place branding strategy together!