ibm smarter cities - pilbara development …...ibm smarter cities • brand, marketing & image...
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IBM Smarter Cities
• Brand, Marketing & Image
• Economic Development
• Future Cities
Presented by Catherine Caruana-McManus
Smarter Cities Executive ANZ
Brand
A great brand makes deliberate choices in 4 key areas:
1) An enduring idea
2) What differentiates them
3) How they are primarily experienced
4) Who they serve
Based on an enduring idea: Competition
Differentiated by: Performance
Experienced through: Aspirational advertising
Serves: The athlete in all of us
Based on an enduring idea: Happiness in a bottle
Differentiated by: Iconic product
Experienced through: Social interactions
Serves: The optimists
Based on an enduring idea: Thinking differently
Differentiated by: Steve Jobs’ ethos
Experienced through: The design of its products
Serves: The contrarian
Based on an enduring idea:Innocence
Experienced through:Theme parks and movies
Who they serve: The child in all of us
Differentiated: by:Storytelling
Based on an enduring idea:Progress
Differentiated by:Our values
Experienced through:The IBMer
Appeals to:Forward-thinkers
Based on an
enduring idea:
Competition Happiness
in a bottle
Thinking
differently
Innocence ?
Differentiated
by:
Performance Iconic product Steve Jobs’ ethos Storytelling ?
Experienced
through:
Nike’s advertising Social interactions Design of its
products
Theme parks &
movies
?
Serves: The athlete
in all of us
Optimists The contrarian The child in all of
us
?
Pilbara
Getting there from here…
Most great cities have a brand that's developed organically
� Paris around romance
� Hong Kong around trade
� Los Angeles around entertainment.
For many cities, it's impossible to sum up the brand in a word — they're multi-dimensional and also changing. So trying to create city brands artificially is a dangerous and, sometimes, presumptuous business.
New York has succeeded at this with "I love New York"
Getting there from here…
� New York is probably the world's greatest branded city. It is driven by a combination of single-minded leadership about what New York is: an eclectic mixture of people, who have the potential to realise their dream.
� NYC means a "can-do" attitude that manifests itself in everything from towering skyscrapers to customer service. This combination is so admired that it seamlessly gets branded on anything from a baseball cap to a coffee mug.
Getting there from here…
• Branding a city is not just about the logo but the intricate details — as small as clean streets and as deep as getting a city's residents to feel proud to be brand ambassadors. When citizens are proud, visitors are encouraged to find out what the fuss is all about and then tell the world.
• Look at the key assets.
• The magic formula is to make something about the city tangible and make people switch on to that —location, for example.
Conclusion: Be a great city,and therefore a great brand.
Economic development
While there is no one magic metric, research suggests some
nations are better positioned for economic growth than
others…
Source: World Economic Forum 2011-2012 Global Competitiveness Rankings
Australia down 4 places from 16th to 20th
Thinking about cities
Economist, Top 25 Cities
ranked by Overall Score
• Competitiveness: Ability to attract capital,
businesses, talent and visitors
World’s Most Liveable Cities
• Cities are ranked globally based on political stability, crime/public safety, healthcare, culture, environment,
amenity, education, and infrastructure.
Liveable cities
Ultimately, city/regional competiveness is driven by many factors considered by businesses – economic development aims to improve each
and mitigate threats
32
Skills, creativity, knowledge and
innovation will act as the key drivers of
economic growth
Old model:
capital-led
Technologyinnovation
TechnologyTechnology
innovationinnovation
Creativeinnovation
CreativeCreative
innovationinnovation
New model:
Skills, thinking and
creativity-led
Physical andfinancial capital
Physical andPhysical and
financial capitalfinancial capital
Talent, skills,knowledge
Talent, skills,Talent, skills,
knowledgeknowledge
Economicactivity and
growth
EconomicEconomic
activity andactivity and
growthgrowth
Four of a city’s core systems play a crucial role in the
attraction and expansion of skills and innovation
EnableSuccessful cities ensure people make use of skills and abilities,
enabling innovation and investment in human capital
RetainCities that invest and enable human
capital must ensure increasingly mobile human capital stays
Health
Education
Public Safety
AttractCities that can attract mobile
human capital and innovation will gain competitive advantage
Create Cities need to invest in people and
their skills through education, training and learning opportunities
Source: IBM Global Center for Economic Development analysis
Transport
To be successful in the long term, cities must create
strategies focused on addressing competitive strengths and weaknesses…
City Brand and Value Proposition
Developing Unique Strengths
Addressing Competitive Weaknesses
What can be the distinctive competitive position of the
region or city given its assets, location and potential strengths?
• What elements of the business environment can be distinctive strengths relative to
peers?
• What strong and emerging industry
sectors can be built upon?
• What weaknesses must be addressed to improve competitiveness position relative to
peer locations?
…and setting implementation priorities!
Future Cities
36
A city of the future…
• Must be environmentally sustainable, must
deal with mobility and integration of its
people, has to be socially integrated and has
to use technology to be present - 24/7, no
distance, no barriers
• Eduado Paes – Mayor of Rio de Janeiro
What is digital futures?
• It’s about– how cities can harness technology and broad-
based communications to transform people lives, in the way they interact together and with the world
– competitive advantage in the global economy…..The Asian Century
– new business models and innovation across systems, processes and “mindsets” for industry and communities
– Highly engaged and connected citizens
Over a billion people worldwide log on to social networking sites.
Integrated Cities…….
The View of the Future City
2013 20152014 2016
Siloed
One Way
Communication
Rules Based
Infrastructure Assets
Optimised
(Energy, Water, Waste)
Feedback Loops
Integration across
Disciplines
Outcomes Based
Active Participation
Investment Partners
Predictive &
Responsive 24/7
Engaged Citizens
Innovation Partners
Future Cities
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