Recently a promotion agency client from a top global city asked: “what should we do next?” I took a look. Well, the new city logo looks great, but it didn’t project anything new or compelling. Furthermore, the overriding “messages” were the same as before.
The key questions asked to me were correct-practical: What kind of information to present; How should the information be organised. It’s that simple – though branding “experts” will dress it up with flowery language. Nevertheless a brand development process is needed. Take three examples of progress, or not in this respect. One city example springs to mind which touch on the development of city brand values, beyond the logo.
Edinburgh’s location values are well stated at this link:
i. ‘Inventive visionary’ – Edinburgh City Region excels in the arts, science, business and education
ii. ‘Rich diversity’- Edinburgh City Region has a vibrant and cosmopolitan culture with a great mix of people and skills – all within a setting of inspiring architecture and natural beauty
iii. ‘Striving for excellence’- Edinburgh City Region and Scotland share this work ethic, which drives the city’s past successes and future ambitions
iv. ‘Sincere warmth’ – The people of Edinburgh City Region extend a helpful, genuine welcome to all
v. ‘Understated elegance’ – Edinburgh City Region is not boastful or arrogant about its achievements, but quietly confident in everything it does.
Others are working hard on their branding, including Melbourne, Brisbane, Quebec. But remember, it’s not enough just to say: a capital city, a vibrant economy, a great place to live. That applies to 200 cities, not to one. This is the kind of issue that gets addressed in GDP Global’s best practice programmes and workshops. So if place branding is your concern let’s meet up at your place, or ours this year 
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