Three routes point the way to creating Edinburgh's Brand
2nd February 2005
Three options have emerged from the latest stage of research to
develop a new Brand for Edinburgh. They are described as “world
changing”, “inspiring capital” and “quality and beauty”.
And as the third of five research stages was completed, experts
predicted that an attractive blend of all three positions could be
the likely outcome, giving Edinburgh a powerful new positioning in
domestic and international markets.
A variety of research methods were used on a range of audiences
to test three proposed “positions” which identify the “key
platforms and messages that would work most effectively to get
people outside the city to open their eyes to Edinburgh”, said Rita
Clifton, Chair of Interbrand.
She added: “It is so important to get the core message right
before starting to generate creative work, so we developed three
possible strategic positions which seemed to have the most
potential to enhance people's views of Edinburgh. We have explored
these before we begin the creative process for the Edinburgh City
Region Brand.”
The research indicates that a combination of these routes is
likely to be the most effective focus for developing the creative
work for the Brand. Across the range of research methods and
stakeholders, the response to each position varied. The overall
response was positive with each route seen as having strong
elements, rather than one single route showing up as the preferred
option.
As well as feedback on the three possible Brand routes, the
research groups were asked to sum up Edinburgh's essence.
Descriptions included understated, open, having substance and
depth, bright and energetic, intriguing, imaginative and
intelligent, modern, vibrant and elegant.
The proposed routes that were tested through the research
are:
World changing
- Edinburgh is a bright city and, with its surrounding region,
has influenced the world. From David Hume and Alexander Graham Bell
to Dolly the Sheep, the people and inventiveness of the Edinburgh
region have made significant impact on the world.
- The extent and scale of Edinburgh region influence on the
modern world and modern thought surprises many people. It was felt
that as a route “world changing” was thought provoking and forward
thinking with roots in the past.
Quality and Beauty
- Edinburgh radiates quality with its unique combination of
stunning countryside, stylish city dwelling and untouched natural
coastline. Its education system is internationally admired and its
professional community leads the world in finance, scientific
research, technology and professional services.
- This route was seen as a true reflection of the city's quality
of life and its physical setting and beauty, but that it was a
narrow representation of the city.
Inspiring Capital
- Edinburgh is a dramatic city that is bursting with ideas. There
is a dramatic and magical quality to the city for many people, and
it is a place that stimulates the senses and imagination. It is an
intriguing place, with both light and dark sides, and with a
special atmosphere as a result. Its natural beauty and intellectual
tradition have been a springboard for invention and
creativity.
- This route was perceived as getting close to capturing the
city's unique atmosphere and gives the sense that it is an
interesting place to visit, live and invest, but perhaps not
impressive or substantial enough as it stands.
Geoff Ball, Chair of Cala Group and joint Chair of the Edinburgh
City Region Brand project, said: “We are now in a position to
develop a strong and meaningful brand for Edinburgh and its
surrounding region. An incredible amount of hard work and thorough
research has been invested in the project thanks to the many people
who have committed their time and energy to ensuring its
success.”
Council Leader Donald Anderson, joint Chair of the Edinburgh
City Region Brand project, said: “Through extensive research we
have now done enough important ground work to begin creating a
Brand that will work for the Edinburgh City Region. I believe that
the concepts capture the dynamic and inspirational qualities of our
capital. We should all be proud of the region's wonderful natural
assets and those that we have created. The time has come to shout
these from the rooftops and encourage more visitors, businesses and
people from around the world to come and experience our very
special city.”
The research was carried out using in-depth interviews, focus
groups and a public survey, involving Edinburgh, UK and overseas
stakeholders from business, academia, conferencing, creative
industries, tourism, sport, young professionals, brand
practitioners, residents, students and the brand project's steering
group. The public survey involved 280 residents (66%) and visitors
(34%).
The Edinburgh City Region Brand will be launched in spring
2005.
Notes to Editors
- The Edinburgh City Region Brand Project is a public/private
partnership. The group consists of senior representatives of the
major sectors of the Edinburgh economy, including local business,
finance, higher education, local government, festivals, tourism,
voluntary, bio-technology, information technology, retail, creative
industries, local enterprise and other professional sectors. The
public sector partners are the City of Edinburgh Council, Edinburgh
and Lothians Tourist Board and Scottish Enterprise East.
- Interbrand is a leading international brand consultancy, with
40 offices around the world. Its people come from many different
skill backgrounds, including research and strategic consultancy,
multi-media and design, and marketing and communications. They
pioneered the discipline of brand valuation, and they are leading
publishers of all aspects of branding - whether product, service,
corporate or not for profit brands. Their clients include BMW,
Oxfam, Procter & Gamble, John Lewis and Standard Life.
