Courses 
Previous courses Fall courses 2012 Smart City Branding
Previous courses Fall courses 2012 Smart City Branding
Smart City Branding
25th, 26th September 2012Program
Tuesday, 25th de September |
|
| 09.30-10.00h | Welcome Address Joan Fuster Sobrepere, Academic Director CUIMPB – Centre Ernest Lluch Jordi Martí, Councillor Presidency and Territory – Barcelona City Hall Juan Carlos Belloso and Silvia Sivera, Smart City Branding Course Directors |
| 10.00-11.00h | Smart Cities Lluís Gómez ‘Smart Cities’ is the new concept among city leaders and city managers and experts. Today, all cities claim or want to be smart. Is this just a new ‘buzzword’ or it is a concept that is here to stay? Why cities of the future have to be smart and what does being a smart city really mean? If we agree that cities of the future will have to be smart(er), they will also have to manage their brands in a smart way? And what does smart city branding mean? These topics will be covered in this initial session with a keynote presentation by one of the leading international specialists in the field of cities and region management. |
| 11.00-11.30h | Break |
| 11.30-12.30h | Building Smart Place Brands Juan Carlos Belloso Understanding the strategic role of city branding as a key competitive factor for cities and as a key element to focus strategies, policies, investments, actions, efforts and communications of all city stakeholders; how the image of a place (city) is built and what is the right process for building the place brand will be covered in this presentation by Juan Carlos Belloso, one of the leading international experts in the area of place strategy, branding and promotion. Concepts such as city image, identity, positioning and segmentation will be explained and also the key success factors to build a successful smart city brand. |
| 12.30-13.30h | Smart City Brand Partnerships David Adam City brand building and management cannot be the sole responsibility of city governments and city managers. It has to be a shared and continued effort from all city stakeholders and the result of all different kind of innovative partnerships, internally and with the rest of the world. How can we effectively engage city stakeholders in the city brand building and managing process? What type of partnerships cities can and are developing to enhance their city branding and promotion? What are the most advanced city brand management models? This section will review some of the keys to effective stakeholder involvement and city brand partnerships through some practical experiences from some leading global cities and city brands. |
| 13.30-15.30h | Break |
| 15.30-18.00h | Smart Citizen Engagement José Luis Arroyave, Manolis Psarros, Gema Requena Today brands need to connect with the citizens to be successful. Citizen identification, engagement and activation are thus key for successful city brand building. Understanding citizen characteristics, needs and aspirations are essential when defining the appropriate city brand strategy as well as involving and engaging citizens in city brand strategy and city brand building. This section will explain that today’s successful brands need to be ‘human brands’, with some examples from corporate and commercial world and its application to city brands. We will also review the cases of how brand Colombia and Colombian City Brands have been successfully built by engaging its citizens with the place transformation and branding process as well as the recent case of Athens on how to engage citizens in city branding and tourism promotion in difficult times. |
| 18.00-19.00h | Smart City Brand Building Tools Mihalis Kavaratzis We have reviewed the importance of citizen engagement and brand partnerships in city brand building and management as two fundamental keys for successful Smart City Branding. But, what are the most effective tools smart cities can use to build their brands in an environment characterized by limited resources and strong competition? This key note presentation will help us to understand which are the existing city brand building and management tools, from smart city design and smart city brand communications, including the smart use of social media, to the smart use of city brand ambassadors and of cultural, sports and professional events or the use of culture and the arts. We will deal with each of these tools during the second day of the course, with renowned specialists from different fields. |
Wednesday, 26th September |
|
| 09.30-11.00h | Smart Place Design Jaume Barnada, Xavier Vilalta |
| 11.00-11.30h | Break |
| 11.30-13.45h | The Smart Use of Events David Adam, Magí Almirall, Ventura Barba |
| 13.45-15.30h | Break |
| 15.30-17.45h | The smart use of Brand Ambassadors Matthew Bledsoe, Michael Eaude, Jordi Penas |
| 17.45-18.45h | Smart Brand Communications Magdalena Florek |
| 18.45-19.15 | Wrap-up Session and Closing Remarks Marc Puig, Communications Director – Barcelona City Hall Juan Carlos Belloso and Silvia Sivera, Smart City Branding Course Directors |
There will be simultaneous translation service for foreign speakers
Useful Information
- Code: 1257
- Date: 25th, 26th September 2012
- Address:
Sala Mirador
Centre de Cultura Contemporània de Barcelona (CCCB)
Montalegre, 5
Barcelona
- Direction: Juan Carlos Belloso, Future Places - Place Image, Competitiveness and Development Director, andSílvia Sivera, Studies of Information and Communication. Universitat Oberta de Catalunya
- Coordination:
- Sponsorship: Barcelona City Hall
- Collaboration:
- More info: Student's Office
CUIMPB-Centre Ernest Lluch
Tel: 933017555
info@cuimpb.cat
- Information for University Students: Student's Office
CUIMPB-Centre Ernest Lluch
Tel: 933017555
info@cuimpb.cat
- Lecturers:
David Adam, London 2012 Olympic Games
Magí Almirall, Ajuntament Sitges
José Luis Arroyave, CIAC Latinoamérica
Ventura Barba, Sónar / Advanced Music
Jaume Barnada, doctor architect
Juan Carlos Belloso, Future Places - Place Image, Competitiveness and Development Director
Michael Eaude, writer
María L. Eirínvicepresident of Fundación Ángel Corella,manager in Barcelona Ballet
Magdalena Florek, Best Place - European Place Marketing Institute
Luis Gómez, Smart City Expo World Congress Director
Mihalis Kavaratzis, place marketing professor at University of Leicester
Jordi Penas, FC Barcelona Museum director
Manolis Psarros, abouTourism
Gema Requena, nethunter, author of "Una coolhunter en Nueva York"
Xavier Vilalta, architect
