Forum Brand Milano - From Barcelona to Barcelona. A positioning trip - Marc Puig Guàrdia

From Barcelona to Barcelona.

A positioning trip !

Barcelona City Council

BARCELONA INSPIRES

SUB-PORTADAS

INTRODUCING THE NEW

BARCELONA BRAND

INTRODUCING THE NEW BARCELONA BRAND

Attracts talent & business

!Barcelona Best European city

in terms of quality of life

for its employees

05/12/2014


Engages its citizens

!Barcelona has improved its image amongst its citizens by 35%

between 2012 and 2014

05/12/2014


Receives international exposure

!One of the Barcelona City Council projects has been awarded Best Project at Mayors Challenge by Bloomberg Philantropies.

05/12/2014


Embraces global events

!Barcelona is the top 4th world city organizing congresses and

conferences

05/12/2014


Brings together the mobile telecommunication sector’s

leading companies and professionals

!Barcelona organizes the GSMA Mobile World Congress

since 2006

05/12/2014

HOW DID THE BARCELONA BRAND

BECOME “INSPIRING”?

HOW DID THE BARCELONA BRAND BECOME INSPIRING? 05/12/2014

VALUESQUALITY OF LIFE

CREATIVITY

HAPPINESS

INNOVATION

Vibrant and happy city

!To become one of the leading cities for business,

innovation and creativity

05/12/2014HOW DID THE BARCELONA BRAND BECOME INSPIRING?

OBJECTIVE

HOW DID THE BARCELONA BRAND BECOME INSPIRING? 05/12/2014

STRATEGIC SECTORS

HEALTH

CULTURE AND EVENTS

BUSINESS DESIGN & CREATVITY

LOGISTIC

TECHNOLOGY AND INNOVATION

SPORTSKNOWLEDGE

AN INSPIRING POSITIONING

AN INSPIRING POSITIONING 05/12/2014

INNOVATION HAPPINESS

REPOSITIONING THE BARCELONA BRAND

REPOSITIONING DE BARCELONA BRAND 05/12/2014

1- Creating new city icons


2 - Designing the graphic identity


2- Designing the graphic identity. !Integrate the“Barcelona Inspira” logo in City Council communication

Third party projects

Integration of logo“Barcelona Inspira” to all municipality communication


3- Developing innovative projects with key partners !


4- Increasing the return of big scale events !


5- Developing partnership with key brand ambassadors !


6- Creating the new storytelling. Advertising !


6- Creating the new storytelling. Social Media


6- Creating the new storytelling. Webs & videos


7- New marketing tools !

THE RESULTS

THE RESULTS 05/12/2014

!!!!!!!The 6th position at “First cities Global Brand survey” conducted by Saffon consulting and The Guardian (2014) !!!iCapital of Europe 2014 !!! !!!!!! !

THANKS

Marketing

Forum Brand Milano - From Barcelona to Barcelona. A positioning trip - Marc Puig Guàrdia