Presentation for World Communication Forum Davos, Place Branding panel. 8 Feb 2013. More details on citybranding.ru

1. Decentralization
of place brand communication
Vasily Dubeykovskiy
WCF Davos, 8 february 2013

2. Who are THE stakeholders of the brand?
product corporation place

3. place stakeholders

4. comms controllability vs # of stakeholders
controllability
of COMMunications
# OF stakeholders
Product Corporation Place

5. types of communication
By Paul Baran.
On distributed communication,
Memorandum RM-3420-PT
prepared for UNITED STATE
AIR FORCE PROJECT RAND.
August 1964

6. Davos. centralized communication

7. Berlin. Decentralized communication

8. London. Decentralized communication

9. my refrigerator

10. my refrigerator: Berlin and London memoirs

11. question #1
who knows
the song
gangnam style?

12. question #2
who knows
what is
gangnam?

13. Gangnam distirct
Gangnam-gu is Seoul district with 527K inhabitants

14. GANGNam official commnnication
http://global.gangnam.go.kr/globalIndex.do

15. psy “GAGNAM STYLE” statistics

16. PSY vs official communication
VS

17. PSY vs official communication
VS

18. leveraging the “gagnam style” equity. attempts

19. who is the owner of THE place brand?
famous singer stakeholders
or

20. place brand engagment by crowdsoursing
http://youtu.be/LKm8PoYTXvw

21. third type of communication
By Paul Baran.
On distributed communication,
Memorandum RM-3420-PT
prepared for UNITED STATE
AIR FORCE PROJECT RAND.
August 1964

22. the future of place brand communication
1 Place brand is the idea that:
- is relevant to the place identity
- unites all inhabitants
2 Each stakeholder becomes
a touch point for the place brand.

23. contacts
vasily dubeykovskiy
CEO at CityBranding, Moscow
citybranding.ru/en
v@citybranding.ru
+7 (925) 011-02-54
vk.com/citybranding fb.com/brand4city twitter.com/brandcity citybranding.lj.ru youtube.com/citybrand