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amsterdam berlin san francisco singapore

Redefining the
Amsterdam City brand
@edenspiekermann @edoch
October 2014

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amsterdam

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brand =
network of mental associations
logo =
trigger to evoke the mind set

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city =
network of mental associations
marketing slogan =
trigger to evoke the mind set

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but:
managing a city brand is
far more complex than
managing a product brand

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more media,
more messages,
more actors,
more politics

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a city brand policy does not

tolerate democracy.
it needs a clear direction and
strong management

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amsterdammers are:

merciful, heroic, resolute

(city coat of arms)
open, personal
active, go-getters
up-front, cheeky
humorous, with a wink
averse to authority, slightly anarchist

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amsterdam =
city identity +
marketing identity

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The starting point in january 2002.

55 different logos, no unity

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Building 1 amsterdam
The concept
The City of Amsterdam is a network organisation,
with independently operating services, departments and
city districts.
!

The Amsterdam Style offers space for both the

signature of the City as well as the individual identities
of the services and districts.

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Building 1 amsterdam
The concept
The districts, departments and services shape their own
identity by adding their distinctive characteristics to the
core identity of the City.

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Building 1 amsterdam
The concept
A restrained use of visual elements to shape the
individual identities will benefit both the family ties and
promote the transparency of the organization as a whole.

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History of xxx

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The Amsterdam coat of arms

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xxx belongs to the city and its citizens

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Which are the real xxx?

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What we were looking for: family ties

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The second layer concept gave city districts and services

their own playing field on selected carriers

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The City Council implements a large restructuring in 2014

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amsterdam =
city identity +
marketing identity

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amsterdam =
creativity
innovation
entrepreneurial spirit

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Amsterdam based this selection on:

Image research among various target groups

(visitors, companies, inhabitants)
Interviews on the unique and distinguishing
elements of Amsterdam
Numerous statements on Amsterdam, from
policy documents to television programmes,
from travel guides to promotional material
to newspaper reports
An Omnibus questionnaire among
424 Amsterdam residents

City marketing plan by Berenschot Consultancy

and the Municipality of Amsterdam

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City marketing

Priorities city marketing policy (2004)

Source: Choosing Amsterdam;

Berenschot Consultancy and the
Municipality of Amsterdam

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City Marketing Organization

City marketing

Metropolitan area

City of
Amsterdam

Covenant
partners

Businesses

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City marketing

Roles of the city organization

License provider

as owner of the Amsterdam brand the City

provides the license to Amsterdam Marketing.
Co-decision-maker the City is President of the Board and Vicepresident of the Daily Board of Amsterdam Marketing
Policy developer and contractor the City is responsible for
a number of policy areas that have a great influence on the profile of
Amsterdam.
Communicator on behalf of the Amsterdam brand the Mayor is
the spokes person for Amsterdam, nationally and internationally.

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City marketing

Roles of Amsterdam Marketing

License holder

Amsterdam Marketing handles brand

management. It provides licenses to organizations who want to use
the Amsterdam brand and monitors its use.
Decision maker Amsterdam Marketing determines the marketing
strategy of the Amsterdam metropolitan Area and formulates and
evaluates objectives for development and strengthening of the
Amsterdam brand.
Policy implementer Amsterdam Marketing is responsible for
promoting the image and values of (greater) Amsterdam to visitors,
businesses and inhabitants.

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City marketing slogan/logo by KesselsKramer

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Find the spiritual core of your city and inhabitants

Translate it into a clear promise
Keep it simple
Add it to all your pearls
Define clear roles and responsibilities
Organize and manage it centrally
Make sure it stays that way

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amsterdam berlin san francisco singapore

Thank you.
www.edenspiekermann.com
info@nl.edenspiekermann.com