Bloom Consulting has developed a brand for a fashion city in Brazil before its actual construction has started. As main concept of the city "inspiration” has been chosen. In order to attract tourists, a city should have the following aspects: to be known, to be perceived for something, perceptions aligned to reality, to be loved, to offer a unique experience. Nevertheless, according to its CEO Jose Filipe Torres, most cities fail in their branding because they emphasize the following aspects (which may be important but not mandatory): to be safe and politically stable, to have good infrastructure, good transportation, quality service.
Planning an inspiring city in one thing, assessing its success based on such criteria is yet another challenge.
Lecture at Digital October, Moscow on 15.02.2013