gildo seisdedos adcamp 2016

Master in City Sciences

City branding and urban development

Temporary fashion or vehicle for innovation?

Gildo Seisdedos

Director of Madrid Global Chair in Urban Strategy Technical Director mercoCIUDADProfessor

IE Business School Gildo.Seisdedos@ie.edu

Branding the smartCity branding and urban development

Temporary fashion or vehicle for innovation?

Gildo Seisdedos

Director of Madrid Global Chair in Urban Strategy

Technical Director mercoCIUDAD

Professor

IE Business School

Gildo.Seisdedos@ie.edu

smart city

urban innovation

+ X -

+ X -

urban innovation

urban world

Dra. Ana Tibaijuka

Executive Director

UN-HABITAT

“The battle for

sustainable

development will be

found in the cities of the

world.”

Dra. Ana Tibaijuka

Executive Director

UN-HABITATº

“La batalla del

desarrollo sostenible

se librará en las

ciudades.”

Arq. Jaime Lerner

Brazilian urbanist and politician

“Cities are not the

problem... they are the

solution!”

innovators

entrepreneurs

institutional investors

global companies

foreign students

university campuses

science centres

cultural facilities

1.- City branding is not about replica strategies

ur-banalization…

… vs authenti-city?

talent – technology – tolerance

cappuccino coefficient

2.- City branding is not about playing word games

3.- City branding is not about killing off animals

4.- City branding is about growing from the roots

differentiation

message

hardware software

• Public realm still consideredesoftware

software

software

software

software

software

software

software

software software

software

software

software

hardware

hardware

hardware

software

software

software

software

5.- City branding is about cobranding with commercial brands

ARISTOCRATIC

BRANDS

IMPOSTOR

BRANDS

AMBASSADOR

BRANDS

EMERGING

BRANDS

MA

RK

ET

SC

OP

E

USE OF PLACE

+

_

_ +

ARISTOCRATIC

BRANDS

IMPOSTOR

BRANDS

AMBASSADOR

BRANDS

EMERGING

BRANDS

MA

RK

ET

SC

OP

E

USE OF PLACE

+

_

_ +

cyberarts

Ars Electronica Center aka “Museum of the Futur”Linz (Austria)