최근들어 도시의 브랜드 혹은 이미지를 위한 사업들을 많이 합니다. 서울도 '하이 서울' 라는 브랜드를 밀어붙였던 것으로 기억하는데, 이런 도시의 브랜드 메이킹 전략을 다룬 기사가 있어서 포스팅합니다. 원래는 http://www.salon.com/2012/06/30/every_city_needs_a_brand/ 에 나온 기사인데, Planetizen 에서 모아서 다시 올렸습니다. Planetizen 의 주소는 http://www.planetizen.com/node/57402 입니다. 


개인적으로 가장 인상깊었던 부분은 


Chicago’s mistake was chasing a standardized formula for success, says Renn. “There’s this tremendous fear of doing anything that’s out of the ordinary. Whenever some fad gets hot, whether that be ‘creative class’ or streetcars or bicycles, everyone jumps on it. Every city says they want to be the No. 1 bicycle city in America — whether or not that would actually work for them. They’re all trying to check the boxes of what they think makes a world-class city instead of thinking of how they can add some new boxes.”

....

But too thoroughly scrubbing a city of its “current brand image” can leech a city of the quirks that make it stand out. “Keep the heritage of the brand intact” is Rule No. 1 in marketing. “Chicago has done its best to suppress this notion of the gangster city, but you go overseas and say you’re from Chicago, and people are like, ‘Oh, Chicago! Bang, bang!’” says Renn. “It’s obliterated its gangster icons.”

...

Ten billion “I HEART NY” shopping bags later, the city’s branding push continues, and in fact has become more professionalized than ever under the Bloomberg administration. “There’s been a restructuring in terms of economic development in the city under Bloomberg, making New York a commodity to be purchased and invested in by elites and corporations around the world,” says Greenberg. “There’s this idea that you have to burnish the city as a product, like Nike branding the Nike lifestyle. They’re targeting very specific tourists, corporations and investors.” Bloomberg’s foot soldiers maintain 18 international offices where, in the city’s own words, “the team manages the New York City message to consumer and trade media as well as key stakeholders and government officials.” Even the official NYC logo that’s now used by every city agency is meant to “map the city’s identity onto all operations, similar to how the private sector talks about ‘brand architecture,’” says Greenberg.


같은 부분이네요. 컨설턴트들의 획일적인 사고에 묶이지 말고 자신의 도시의 역사성부터 진지하게 고민하고 그에 맞추어서 브랜드를 형성해야 한다는 이야기입니다. 그 찬란한 뉴욕조차도 어려움이 많았다고 하니, 다른 도시들은 말 할 나위도 없겠죠.  


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