Resiliency is embracing the crisis as part of a new brand story.

Twitter, # ygk search results, May 29, 2019, May 29, 2020, May 29, 2021. Credit: Twitter

The cities we know are under attack thanks to COVID-19.their Growth, sustainability When Ability to attract investment, sightseeing When talent Very vulnerable during times of crisis. Over the last 100 years, cities have seen increasing crises, pandemics and economic pressures.But not all are hit equally..

Larger global cities are far more isolated from economic changes than smaller cities. Places that rely on only one major industry are more vulnerable Diversified economy, And once robust Tourism and travel economies are often the hardest hit..

Place branding (how to portray an imaginary place, and what Make the place stand out) Is complicated and much more complicated than the nimble lyrics of singer Jason Collett.If you can tweet great things, you have a marketing plan.. ”

The place brand is the overall image that is always being created. The brand is established through all photos, comments and tweets.

Place brand transformation real time, As seen through social media. Through a pandemic, we find that the place’s brand is likely to evolve and survive in places that are already well-established from the start or continue to differentiate themselves from what they offer.

Branding evolves in times of crisis

During times of crisis, the dominant voice often leans toward one or the other, and emotions where the brand message wants to convey can change dramatically.

Time snapshot (before COVID) # ygk’s Twitter feed— City Hashtag, Kingston, Ontario — May 29, 2019, highlighting the balance of waterfronts, parks and artistic events shared by both residents and visitors.

On the same day in 2020 and 2021 in the midst of a pandemic, images shared primarily by the inhabitants contributed to the branding of new places in the city with a focus on gardens, home offices and takeaways. The brand of this place is not unique to #ygk.

You may find that the value of these new symbols and spiritual souvenirs has long-term value limited to the post-crisis Kingston brand due to lack of differentiation.

No trespassing on branding discourse

Other categories such as economic crisis and crime, terrorism, political or natural disasters are considered No trespassing on branding discourse.. However, the motivation for branding a place is often crisis-dependent or crisis-incorporated response.

NS Williamsville Neighborhood Association Born from the anti-growth agenda in Kingston, the brand of real neighborhood locations was most prominently established During the 1998 city-wide ice storm As a result, many residents lost power for several weeks.

In an interview, one local said, “I’ve seen an important event that connects people and makes them feel more connected. One example is the 1998 ice storm. Close to us and a little further away. Also, we all wander down the street, making sure our neighbors have enough food and fuel to burn in the fireplace, seeing our neighbors and cleaning up the fallen trees. Helping people connect …, the first few years after the ice storm, we held a block party every summer to celebrate the arrival of spring. “

Some other residents have noticed a “new, neighborly feel” that has attracted them to move into the post-ice storm in Williamsville. Without the Ice Storm, the neighborhood might have continued to suffer as a devastated industrial site for car repairs, rather than a vibrant family-friendly place where bringing in was the norm.

Awareness affects the brand of the place

Place the following brands Romanticism in Paris or Silicon Valley Innovation Aura It develops slowly, but exhibits outstanding stability and resilience with the ability to return to pre-crisis perceptions.

But after the crisis, there will be far more brands in the place Vulnerable to brand substitutionLike going to Kelowna for wine tasting and a trip to Spain, and vulnerable to stereotypes, it became more popular through social media platforms.

Place brands are often more than the reality of the place itself Weak due to negative stereotypes Or brand imaging.

Spanish flu It didn’t start in Spain, But became a Spanish place brand Through the mediaThe Spanish brand image remains woven into the history of poor public health.

Negative perceptions are a major economic obstacle for cities that want to attract investment and promote tourism. This is probably the same fate for Britain and India, both attributed to the COVID-19 variant.

The resilience and resilience of cities during major economic events, especially their brands, is highly stratified and individualistic.

Urban geographer Jon Coaffee describes the resilience of the brandAbility to detect, prevent, and handle destructive issues as neededWith that definition of elasticity in mind, the regional economy has proved that it can be both. Vulnerable and resilient at the same time.

These complex situations represent uncertainties in which both unknowns and unpredictability are very prevalent. Resilience planning to ensure survival after a crisis relies on living experience. The only way to overcome this uncertainty is to consider resilience as performance.In other words, the brand of the city Always creating We pursue sustainability, not resilience.

The path to recovery depends on industries with high demand and low operating costs, or #BuyLocal Last year’s move.

In any case, you won’t find the answer in advertising to place your brand after the crisis.Resiliency is policy place A brand that is constantly being created — accepting the crisis as part of something new brand story.

When the algorithm doesn’t work: consumer reaction

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Resiliency is embracing the crisis as part of a new brand story.

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