Strategic design to foster City-Citizen Interactions

Abstract

Just as people are crucial to places' existence, they are also essential to their brand. Motivated by the curiosity to explore the role of citizens in city branding, this research was undertaken by investigating extant theories, practices and -most importantly -citizens' opinions on participating in the city branding process. The key research finding was that citizens' perceptions of the city are formed by their experiences: in the city, including the physical and virtual space of the city, and with the city, through their interactions with its other inhabitants. This presented an opportunity to provide pragmatic guidelines to city marketers and governments to assist the development of citizen-centric branding initiatives led by strategic design. An Interactions framework was developed, placing citizens' perceptions at its core and mobilising interactions across three levels: where the interactions can take place, who can aid the interactions and how designers can facilitate interactions to invoke participation. It became evident that design-led interactions can generate innovative ways of city branding.Keywords: city branding, city brand management, City-Citizen Interactions, strategic design. ResumoAssim como as pessoas são cruciais para a existência de lugares, eles também são essenciais para a sua marca. Motivada pela curiosidade de explorar o papel dos cidadãos na marca da cidade, esta pesquisa foi realizada investigando as teorias existentes, práticas e sobretudo as opiniões dos cidadãos sobre a participação no processo de marca da cidade. O principal resultado da pesquisa foi que as percepções dos cidadãos sobre a cidade são formadas por suas experiências: na cidade, incluindo o espaço físico e virtual da cidade, e com a cidade, por meio de suas interações com seus outros habitantes. Isto apresentou uma oportunidade de fornecer diretrizes pragmá-ticas para os comerciantes da cidade e governos para auxiliar o desenvolvimento de iniciativas centradas no cidadão lideradas pelo design estratégico. Uma estrutura de Interações foi desenvolvida, colocando as percepções dos cidadãos em seu núcleo e mobilizando interações em três níveis: onde as interações podem ter lugar, quem pode ajudar as interações e como os designers podem facilitar as interações para invocar a participação. Tornou-se evidente que interações direcionadas pelo design podem gerar formas inovadoras de marca da cidade.Palavras-chave: marca da cidade, gestão da marca da cidade, Interações Cidade-Cidadão, desenho estratégico.

On the role of internal stakeholders in place branding

“…Internal stakeholders’ philosophical engagement is reflected by their moral support, future engagement intention, as well as positive citizenship behaviour (Bisani and Choi, 2016; Cleave et al , 2017) and ambassadorship (Braun et al , 2013; Maheshwari et al , 2019; Rehmet and Dinnie, 2013). Concrete engagement, conversely, is reflected by the place-brand partnership and internalisation of PB strategy (Kemp et al , 2012a, 2012c; Sartori et al , 2012).…”

“…Digital media and social platforms can help personalised interactions and effectively influence stakeholder engagement, sharing strategic priorities and gaining stakeholders’ feedback as a mechanism for change (Zavattaro, 2013). They also have an essential role in communicating the message of the brand (Vasudevan, 2008), projecting a unique and positive image and reputation for the place (Trimeche et al , 2012) and co-delivery of the brand experience (Bisani and Choi, 2016). However, there appears to be a lack of understanding of online technologies and their potential reach within the government authorities (Cleave et al , 2017).…”

“…Foroudi et al (2016) considered social changes as a crucial factor influencing the place's image and reputation. In this regard, Bisani and Choi (2016) also stressed the importance of real changes in place for motivating stakeholders to participate in the branding process. The authors have focussed on contextualising the key guiding principles of design such as relevance, motivation, imagination, creativity, consistency and continuity to PB.…”

“…However, more involved residents can show their efforts and responsibility for the development, sustainable management and better reputation of the place-brand (Kemp et al, 2012c). By facilitating their engagement, raising their awareness and enabling their ownership over the placebrand, residents and community members will begin aligned with the brand and become increasingly advocates for the brand (Kemp et al, 2012a(Kemp et al, , 2012b, which will eventually make them true brand ambassadors (Bisani and Choi, 2016;Rehmet and Dinnie, 2013).…”

How can World Design Capital (WDC) programme better incorporate United Nation's Sustainable Development Goal 11 (SDG 11) in future strategies?

“…Design strategies should be advocated to create social awareness of sustainable development challenges and opportunities to the local public. Bisani (2016) highlight that spreading social awareness regarding the development of a city can encourage public to actively participate in their city's effort. She further highlights that various strategies can be applied to promote city's sustainable development and these include stakeholders groups who can elicit citizen participation by using interactive design platforms as well as digital technology (social applications, telecommunication, and games) to promote new concepts to the public (p.181).…”