Branding A City
In June 2015, Greg Canty, Roger Hobkinson and Denis Collins presented their Brand Book. A project they undertook to help promote the city of Cork. You can download the full book here.
Here is an excerpt from the book…
WHY A PLACE BRAND STRATEGY?
Cork is a successful region. Cork has been continuing its development and marketing journey over recent years. Fresh strategies, projects and initiatives have been progressed during the downturn in the economy to help position Cork and Ireland for future success. Fresh collaborative effort from all in Cork will help deliver this success.
HELPING CORK CONTROL ITS FUTURE SUCCESS
Cork City and County Councils, plus stakeholders in the Cork Region, have come together to deliver a compelling and coherent regional brand strategy for the economic development of the Cork Region (Cork City & County). The aim is to deliver a shared and coherent approach for the strategic branding and marketing that grows demand for the Cork Region to support business growth for the Cork Region and Ireland. Strategic branding and marketing means the promotion and development of what the Cork Region wants to be known for in terms of its offer, experience and reputation. This is the detailed homework, it is not about logos and strap lines. It should help all in the Cork Region “sing from the same hymn sheet”.
GLOBAL CHANGE
Commentators have remarked that the early years of the 21st century are seeing a shift in the influence of nation states to city regions; just as in the 15th and 16th centuries city regions dominated life. Over the last twenty years many other “City Regions” have been aiming to bring more clarity to their place brand. They have endeavoured to use lessons from consumer product branding and marketing BUT with the fundamental difference that places have their own existing identity and have a much more complex architecture and hierarchy.
AN UNCERTAIN NEW ECONOMIC LANDSCAPE
In developing an integrated brand and marketing strategy Cork is responding to major economic, social and technological change. As Ireland, Europe and the Eurozone countries move into a slow economic recovery and fragile growth phase, the landscape is very different to that seen prior to the major economic crisis. For example:
• Globalisation has intensified further, other parts of the world have been advancing and companies there making plans for international expansion
• Public sector resources are scarce, the private sector is more risk averse
• Technology has advanced rapidly – especially social media
• Other countries and cities have emerged as strong business locations
• Competition and collaboration between City Regions has intensified
• Generation Y or the Millennials demographic group (born around 1980) are starting to profoundly shape work styles and locations
• There is a fundamental urban shift happening around the world.
• In Europe many capital cities are coming out of the recession years stronger, for example London, Paris (Europe’s two global cities), Amsterdam, Berlin and Moscow and the same is being seen in Dublin.
SECTION 1 SCENE SETTING
The Cork Region Strategic Marketing Group consists of: Cork City and County Councils, Cork Chamber, UCC, CIT, Cork Airport, Port of Cork, South West Regional Authority and Fáilte Ireland. Commentators have remarked that the early years of the 21st century are seeing a shift in the influence of nation states to city regions; just as in the 15th and 16th centuries city regions dominated life. 7 There remain downside risks for Ireland. There is still uncertainty in the Eurozone, European Union and economic growth will at best be fragile. In this uncertain and increasingly competitive world, this place brand is designed to help the Cork Region take greater control of its future success.
GOALS OF CORK’S BRAND STRATEGY
This place brand is focused on business growth – more jobs and wealth for Cork and Ireland. To deliver on this it is envisaged that Cork works in partnership with strengths in Ireland and the Cork Region such as IDA Ireland, Enterprise Ireland, Fáilte Ireland, Tourism Ireland, Cork Convention Bureau and Cork Chamber. The objectives of a clear, strong, collaborative and co-ordinated approach to the strategic branding and marketing of the Cork Region are to:
• Position the Cork Region domestically and crucially internationally
• Create differentiation for the Cork Region • Help the Cork Region have more conversations and successful dealings with governments, their agencies, large and small businesses, property investors and developers in Ireland and internationally
• Help the Cork Region retain and attract businesses and jobs
• Help grow existing businesses in the Cork Region
• Appeal to talented people, Irish and foreign
• Growing the visitor economy, especially from overseas, by growing visitor numbers and revenue from both the business and leisure tourism sectors
• To leverage proposed investment, by the public and private sector, in planned infrastructure improvements, property development projects and support existing business, education, leisure, retail and tourist destinations in the Cork Region.
• Overall position the Cork Region as a national and European location that is a truly successful global business location
ADDING WEIGHT TO IRELAND’S OFFER
Cork is by some way the second largest City Region in terms of population, business activity and economic value in Ireland. The potential for the country to leverage this further is significant. The Cork Region provides Ireland with a compelling second tier European City Region to complement Dublin. This will add more weight to Ireland’s international offer. The Cork Region can also help Ireland offer a genuine alternative to Europe’s other second cities. Cork is aligned with key themes identified by Government to differentiate Ireland:
• Talent – a proven track record of attracting domestic and foreign talented people, especially Generation Y or the Millennial age group
• Place Making – an action plan to revitalise the City Centre and County towns to provide the type of environment businesses, visitors and residents are demanding
• Connected world leading research – a genuine student City Region of over 35,000 students with applied research at UCC, CIT, Tyndall National Institute and business groups such as IT@Cork and EnergyCork driving collaboration regionally, nationally and internationally
You can read more here.