Urban branding — What cities stand for

In the 1970s, New York City was deep in crisis: There was a lot of crime and social unrestsoziale Unruhensocial unrest, and the city was practically bankrupt. New York’s image suffered until one short phrase helped change everything: “I ♥ New York.” The 1977 slogan is perhaps the best-known example of a city reinventing its image — creativity instead of chaos; disco not drugs.

To this day, the slogan stands for emotion and the evolution of modern New York. It is printed on bags and T-shirts, tourists post selfies in front of large displays, spreading the message around the world. But what exactly is the message? Anyone who reads “I ♥ New York” thinks perhaps of their last visit to the Big Apple or of vibrantlebhaftvibrant city life. Of course, a slogan alone doesn’t make a brand, but that’s precisely what many cities now aspire to sth.etw. anstrebenaspire to. We are experiencing the heydayBlütezeit, Hochphaseheyday of “urban branding”.

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🇬🇧 Business Spotlight Artikel "Urban branding: What cities stand for": Im Wettbewerb um Investoren, Fachkräfte und Touristen inszenieren sich Städte als Marken. Wie sie versuchen, ihre Identität auf den Punkt zu bringen.

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