February 4, 2013  by

City Branding: Cool Campaigns or Crass Sellouts?

The branding of cities … it’s an interesting idea that’s been getting a lot of play lately. In my role as a brand strategist for RTKL, I hear a buzz. From clever slogans (Omaha’s “Rare. Well Done.”) to proprietary apps (I AMsterdam), cities the world over are embracing their identities and communicating them in sophisticated ways that tell a global audience just who they are.

I_am_Amsterdam

The large “I amsterdam” letters at the Museumplein

But at the same time, I have concerns; I hear complaints. Whispers of discontent and mistrust that this abundance of branding campaigns will lead to a world of same-ness. With so many cities touting their Brand Values, are we instead moving towards environments characterized more accurately by “BLAND Values?” Places described in glowing terms, all committed to excellence and stewardship, but in reality, becoming more and more reminiscent of the lovely, creepy faux-town we experienced in Jim Carey’s ‘The Truman Show’.

A quandary, to be sure. But let’s take a step back for a minute…why in the first place have we been so fascinated with places and their so-called brands?

I’d maintain that this love affair goes WAY BACK… back when the only brand anyone knew existed was on the side of a cow’s back-side. Tales of voyages to far-away places conjured up images, real or imagined, in the minds of an envious audience. Even better when an actual trip to a new city resulted in a souvenir, a conquest from strenuous travels. Today, an entire industry exists, catering to our desire to share our love of places around the world to anyone who will look.

I remember when I was a kid, my dad filled up the side windows of our Corvair station wagon with little 2” x 3” illustrated stickers of the places we’d driven to on vacation…Crater Lake, Seattle’s Space Needle, Yellowstone National Park. He was so proud of our reach, our familial sense of adventure, and he wanted to share these images with the world. The Corvair wore them like mini-badges of honor, and for good reason.

As my love of place branding grew, the little stickers were replaced with T-Shirts proclaiming that I Heart NY or that I’d made the trek to the Salt Lick BBQ outside Austin. My T-Shirt fascination morphed into a collection of folk-art from far and near. Today my daughter boasts an impressive if guilt-fueled collection of snow globes from her mother’s business travels around the world. The bottom line, I have always loved city swag because it’s an easy way to be reminded of a place’s special story and to share my love of places with a broad audience. And it’s shorthand for the cities that I think are cool.

At some point, my interest in the connection between identity and the built environment became my livelihood. I parlayed this odd combination of interests into a job. I now spend my days thinking about what makes each place unique and how we can create developments that are true to their roots.

But back to that initial question…to brand or not to brand cities?

It’s my firm belief that city branding, if done right, gives cities a chance to do a little urban introspection to contemplate the usual brand queries of “Who am I?”, “How am I different?”, “What do I stand for?”. These are all questions that should lead to discoveries of truth in advertising, not a trumped up campaign of idle promises. This discourse usually uncovers authentic ideas and stories that come from a place’s heritage, even if that story is simple and not full of kings and their conquests. And combining themes from a place’s past with its modern day goals can end up creating brands that are rich and detailed while being relevant for today’s consumers.

Do cities leaders need to have a marketing mindset in order to create a great brand? Part two will explore areas where the brand is a product of the environment, not an advertising agency. 

All images via Google

CallisonRTKL

CallisonRTKL

For more than five decades, Callison and RTKL have created some of the world’s most memorable and successful environments for developers, retailers, investors, institutions and public entities. In 2015, our two practices came together under the Arcadis umbrella, expanding our sphere of influence and the depth and breadth of our resources. Our team is comprised of nearly 2,000 creative, innovative professionals throughout the world who are committed to advancing our client’s businesses and enhancing quality of life.
in Design / People / Places / Urban Planning / You Are Here 3 comments