BRANDING CAMDEN WILL FRICK JARED KEPRON CAROLINE MAZZOLA

BRANDING CAMDEN WILL FRICK | JARED KEPRON | CAROLINE MAZZOLA | ALEX SYLVIA

OVERVIEW • What is place branding? • Objectives and goals • Methodology • Findings • Conclusions and recommendations

WHAT IS PLACE BRANDING? • Using marketing tools to establish an identity for a place • Draws from several disciplines • Meant to benefit residents, corporations, and other organizations • Long used, but only recently studied

CAMDEN: A CLOSER LOOK • Ethnically diverse • Cultural hub of London • Business centre • Knowledge quarter

GOAL: • Explore ways in which Camden Council can develop the brand of Camden, the place, in order to generate revenue from its unique locations and assets in both the digital and physical realm.

OBJECTIVES 1 Identify how branding of places has been used to generate revenue Identify what revenue-generating opportunities would be best applied to Camden 2 3 Provide strategies and recommendations

OVERVIEW OF FINDINGS 1. Camden’s current branding efforts 2. Perspectives on the nature of the Camden brand initiative 3. Opportunities for future strategy

1. CAMDEN’S CURRENT BRANDING EFFORTS • Love. Camden website • Digital advertising screens • Council-owned facilities

EVALUATING BASED ON INTERVIEW FEEDBACK Pros • Content • Eye-catching • Twitter stream Cons • Organization • Alphabetization • Navigation features • Design

ASSESSMENT OF • Love. Camden compared to neighbouring boroughs using Web. CHECK Easy-to-use Organized Meaningful Stimulating

RECOMMENDATIONS TO IMPROVE Conclusion: • Significant potential • Requires development We Recommend: • Continued investment • Work with Central Saint Martins students • Increase interactivity • Pursue advertising

DIGITAL ADVERTISING • Located in key locations around the borough • Way-finding screens to public toilets • “Welcome to Camden” sign

COUNCIL-OWNED FACILITIES • Variety of uses • The Camden Centre needs more signage

2. PERSPECTIVES ON THE NATURE OF THE CAMDEN BRAND • We interviewed both internal and external stakeholders and asked them, “What does Camden mean to YOU? ” • We received a variety of answers but observed several commonalities and themes approach from their responses

WHAT DOES CAMDEN MEAN TO YOU? Camden Town Cool Edgy Knowledge Music Unique creative DIVERSE Variety Innovative green Historical Transportation Cultural

CONCERNS SURROUNDING UNIFIED BOROUGH BRAND , a y t e i r a V g , n i y t h i t s r ry Dive for Eve e Plac • Too broad • Few examples of successful borough-level brands • Variety can come across as lacking quality

ADVICE FROM BRANDING EXPERTS • Watermill London advertising agency • Perspectives of Camden need to be changed • What is really in Camden? • More than Camden Town

ADVICE FROM BRANDING EXPERTS Possible Ideas: • Camden week • Painting roads • Balloon at iconic attractions • “Born in Camden Campaign” • Camden currency Entering Camden BORN IN CAMDEN

MULTI-BRAND IDENTITY Hampstead Heath Camden Town St. Pancras International Camden Arts Centre British Museum Covent Garden Market

WE RECOMMEND • Do not pursue a borough-wide brand • Smaller-scale endeavors • Success could allow for a borough-wide brand later on

3. OPPORTUNITIES FOR FUTURE STRATEGY Brand Association • Majority of stakeholders expressed interest in association with the Camden Brand Camden Card • Help identify features in Camden • Requires significant time and money Twinning • Seen by some as outdated and unnecessary • Seen by others as positive and creative Data • Sensitive and potentially dangerous area

ACKNOWLEDGEMENTS Special thanks to the following people for their guidance and expertise throughout this project • Suzanne Griffiths • Caroline Jenkinson • Anna Lowe • Strategy & Improvement Team • Arts and Tourism Team • All interviewees And our advisors: • Dominic Golding • Patricia Stapleton

QUESTIONS?

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