geobranding
Reason why.
A country is a brand. A city is a brand. Addictlab has created a methodology and a geo-branding theory.
| Useful links. | |||
| Project database | Geobranding - general - Geobranding_project 65 | active | |
| Rotterdam - Citybranding_project 7 | 'Container' | archive | |
| Antwerp - Citybranding_project 10 | Antwerpen (H)eerlijk | archive | |
| Kortrijk - Citybranding_project 18 | archive | ||
| South Africa - Countrybranding_project 62 | active | ||
Press articles:
| A plan to brand this city |
Contact:
| info@addictlab.com |
Read paper:
CITY/GEO BRANDING PROJECT© Jan Van Mol / Addictlab.com
Platform and pole of attraction for the local creative scene, support and inspiration for the industry, international acclaim for the city and the region.
1. Economic relevance and answer to a social need
1.1 Strategical objectives
This project has multiple objectives. (1) To discover creative and innovative work from a well defined region and to display this work on a broader, international platform. It is important to (2) appreciate the people behind the scene and to involve them in this presentation. Both the concepts and the people are being offered a (3) highly qualitative platform, so that they can benefit from the promotion on a national and international level. But the project should go further. Identifying the people and organisations involved, (4) incorporating diverse meeting possibilities and (5) setting up projects and programs stimulating innovation and creativity with new talent, individuals, organizations and enterprises.
1.2 The Selection
It is of great importance that the selection of, communication on and involvement in diverse projects of the creative talents of enterprises and individuals occurs in a independent and ‘creative- objective’ fashion. Genuine talent should not be depending on race, political colour, market dynamics, a.o...
1.3 Any region has to turn into a creative and innovative region: answering a social need
An essential consequence of consistently disseminating and facilitating local creative talent is twofold: on the one hand a positive dynamism on a local level, provoking positivism, confidence and pride of the population. On the other hand a creative, innovative image building of the region on an international level. The people and companies who are being involved in the project and who had the opportunity to use the platform, will become ambassadors and help build the region with an innovative and creative USP.
1.4 Economical necessities
A lot of talent is available in the different creative sectors in each region. Different studies have indicated that design and innovation could play an essential role in the economical resurgence. Just to give an example: Design accelerates without doubt the creative economy and the innovative management. A study concerning the economic relevance of design designated that design provides economic benefits for enterprises. 67,7% of the questioned enterprises remark a social surplus value; 38,2% remark a better competitive position and 45,3% indicate a greater working satisfaction.”
2. Operational objectives: the concept
2.1 The platform
A platform is being created using a tested methodology, existing expertise and a professional network.This platform receives in its first conception:
1) A local implementation ‘ADDICTLAB’
The local setting is the point from which the system is being explained and transmitted. Local talent and creative enterprises get a contact point and a platform and become gradually involved in the eventual project.
2) A print-realisation
Qualitative and innovative projects are put forward when they are still in a ‘conceptual phase’. It is important that this work in progress is displayed because it possesses an experimental character that underlines the dynamics of the project and the involved parties. Literally and figuratively a face is given to the involved players (enterprises, designers, organisations, city,... ) Produced on a regular basis, it will generate a growing overview of the present talented people and companies. The highly qualitative platform thus becomes an (inter)national reference book that contributes to the image of the city/region worldwide. The project has a clear and indispensable educational angle, through an aimed search for new talent (we call it LABBIES), and the distribution and construction of the know-how towards schools and industry.
2.2 Partners
Apparently, due to human dynamics, it is difficult to ‘collaborate’. However, I believe this the only way. Existing entities and organizations should use this platform to
(1) show their activity
(2) characterize their organization
(3) offer a surplus value for their members
(4) and all this at a lower cost for all involved parties because of the joint initiative.
Possible advantages for the partners
credibility towards members.
Co-operation on this project should result in an exteriorization of core-activities. A simple option for this cause is to use the platform as a so called newsletter. However, it is possible to elaborate this more intricately by separate sections in co-operation with the editorial staff.
Fidelisation towards members:
The organisations can offer their members a number of packages that are normally not accessible to small companies.
Co-operation with other sectors.
The platform, the various activities, projects and meeting points can be useful to exchange knowledge of the different organisations in a cross-referential manner.
2.3 Target group
2.3.1 Changes are being pursued for the following groups of persons and enterprises
- Young creative talent: students and school-leavers of colleges and universities showing their talent. Participation in the different projects can help them accumulate working experience.
- Professional creative occupations, e.g. photographers, designers, interior designers, architects, fashion designers, marketers, (we refer to the organizational scheme of Ad!dict Lab that brings 32 disciplines together)
- Enterprises in various sectors: they need to understand that recruiting creative talent, innovation and creativity have become a condition sine qua non to install an economic healthy company.
- The city, country or region: the brand is being elaborated in a constructive fashion. Ideas generated here should be followed and included in the marketing & branding strategy.
2.3.2 Institutions liable to development
Possible partners
- City (population and government)
- Local organisations concerning architecture, design, fashion, art, literature, patrimonial estate, etcetera.
Schools and educational institutions
- High school:
- Superior educational institutions:
Others
2.4 Tested methodology
Ad!dict creative lab is in origin a Flemish and unique concept to discover creativity, provide a platform and inspire in the same time.
Originator Jan Van Mol is prepared to apply this technology and methodology on any city region or country in order to create a platform as described above, depending on timing and financial resources. (Several articles on Ad!dict Creative Lab available,
also see: FL::AD, magazine on and by the Flemish creative region,
launch of Ad!dict(ed to Kortrijk), container for Rotterdam)
2.5 Tangent planes with others
Reaching creativity and innovation in an economic reality should occur by ‘cross pollination’ between sectors and disciplines. Through different researches and through the distinctive character of Ad!dict, the organisation feels the needs to work on the brand involved.
3. Form and contents of the project
3.1 Central implementation of a Local Creative Lab
Every creative hub needs to have some sort of creative lab. Any creative scene needs some sort of accelerator, that is also locally present & implemented.
This implementation has different functions.
- Addressing point for creativity
- Displaying creativity in a continuous exhibition
- Launch project ‘book’ Ad!dict(ed to...)
- Spread communication on project
- Interaction link with the international database
- Overview of running projects
- Mini-lab for running projects
- Addressing point for enterprises to encounter creative people
- Project manager & editorial board
3.2 Ad!dict : Magazine as carrier
A platform like this has to be inspiring as well as accessible. It is apparent that a magazine format is a very accessible carrier, suited for continuous content update of high quality. A magazine is also suitable for a reasonable controlled distribution
towards the desired target group.
3.3 Distribution magazine
A minimal edition is necessary to reach the largest part of the target group. Experience teaches that distribution is a cost rather than an income. Because of sector-based particularities, the expected revenue from this source are negligible.
The cash flow consequence is a mortgage on the existence of such a creative platform.
The platform needs to be financed by the government and possible partners or commercial contracts. On the long term one might see a possible shift towards commercial parties to support the platform. Partners should be able to use and distribute the magazine amongst their members at low cost. International distribution should be priced adequately. This in order to create objects of value.
4 More than a platform
4.1 Follow-up
The created platform wants to be more than just a magazine-expression. Previous comparable initiatives (e.g. ‘Container’ ? city of Rotterdam, cfr. 6 references) showed a clear rise of dynamism in the treated sectors and regions.
Hence the attention for follow-up.
4.2 Economic consequences for enterprises and individuals
(1) The platform will not only serve to discover and display talent.
Through different packages (see also: Ad!dict Creative Lab operations) these ‘creative resources’ will see opportunities to become engaged in actual tasks and projects. Moreover the nature of the used methodology encourages extra forming and learning from the involved parties.
(2) By means of so called ‘customised projects’ enterprises in this platform will obtain a brand coherent approach, keeping the ‘umfeld’ in account. Enterprises show themselves through this promotional angle as companies with a contemporary, future-oriented
view on marketing and total branding. Companies may use the marketing tools resulting from this medium, under certain conditions, elsewhere.
4.3 Fitting into the current management plan
This project has the potential to grow into an important platform and participate in the vision of the municipality to transform any city into a ‘creative’ capital. This is accomplished by an excessive co-operation with different involved parties of governmental institutions, sectorial organisations, educational institutions an other
organisations.
4.4 Branding Project
If a platform is being established in a creative-objective, cross pollinational way, this will have the opportunity to grow into one of the pillars that support a well-funded Branding Project.
The platform could also transform into various shapes and adjust to different media. A gallery in other creative hubs, national and international can be realised. (Ask for our TESTLABSHOP experience) Experience shows that such a project functions best if a long-term operation is established. We opt for a three year operation with 2 publications per year, after which an evaluation follows.
4.5 Which means are invested to realise the performances/activities?
- Methodology: primary resource is the methodology developed by Jan Van Mol in the Ad!dict Creative Lab. Year-long research and tests resulted in a method to use different platforms (print, web, events,...) to create a system capable of realising the project
described above.
- Database: the Ad!dict datalab files serve as a perfect tool: a partially online database allowing to categorize creative talent and in the same time linking them to projects in an organic way.
- Expertise: the required know-how and a creative-objective approach provided by the selected team in co-operation with a selection of extra so-called labmembers.
- Creativity: the cities creativity, people, concepts, enterprises, institutions and organisations in any sector.
4.6 Decisions
Ad!dict’s goal is to select in a creative-objective fashion. This is a basic principle. The city needs to contribute, however, in every possible way (content, communication, etcetera). All departments require briefing on the project in order to integrate their ideas as well. A limited committee, established within the city has to follow the project and complete where necessary. A canvas is written to determine the criteria for the projects. This canvas, the brand strategy of the city, is made in consideration with
the limited committee. Lab members and fellow-workers are responsible for their project (copyright, clearing, etcetera). Final responsibility of selection, lay-out and production of the book, use of the Ad!dict name are in hands of the publisher.
4.7 Follow-up
The platform of creative talent and the ideas for the city are previously discussed results. It is important for the credibility of the project and the city that a selected number of ideas are continued: exhibitions, through a discussion platform or even better: realisation in a different way.
