Menden: Brand process activates the urban society

Client: StadtMarketing Menden GmbH

Project period: February 2022 – ongoing

The project in brief

What do people in Menden love about their town? What are Menden’s strengths? For StadtMarketing Menden GmbH, we analyze the city brand of Menden – and rely heavily on the participation of the city’s society.

We also develop strategies for place marketing, positioning, brand and stakeholder management. Citizens as well as politicians, stakeholders and interest groups are involved in the brand process – and activated for the city brand.

Brand process: From identity to brand

A city’s identity is the basis for a brand process that has a lasting effect and activates a city. After all, a city brand can only develop and position itself authentically on the basis of a city’s true strengths.

To analyze this identity and the strengths of the city, an empirical survey was carried out by our Partner Brandmeyer Markenberatung with more than 1.000 citizensinside. As strategy experts, we use the survey results for the development of brand and positioning and for place marketing, communication and activation measures. activation.

We advise Menden strategically on these aspects:

Place brand strategy
Positioning in the competition between cities
Storytelling – authentic and integrating
Communication strategy – also towards politics and stakeholders
Stakeholder map and stakeholder management
Brand management tools
Activation strategies for stakeholders, actors and interest groups

Full speed ahead – for the Menden brand

We are convinced that the development of a city brand requires a non-partisan approach and a broad consensus among all relevant city stakeholders – paired with authentic storytelling and a new self-image of city marketing as a curator and mediator.

What does this mean for us as strategy experts? In our consulting, we not only look at the city brand or place marketing itself, but also always include structures and processes. This includes strategic-political communication as well as committees (existing or newly developed) or processes in urban politics and urban planning. It’s about having the city and all its advocates at your side – and drawing full strength for the brand from this.

Our methods for acceptance and activation of the Menden brand:

Participatory surveys – open survey of more than 1,000 citizens
Individual discussions with stakeholders
Stakeholder workshops – “Reasons Why – City Brand”
Target and action workshops
Political-strategic communication measures

The success so far proves us right: the city council has already expressed its support for the brand process and the citizens have been activated and involved. Building on this, the strategies are being developed under the motto: “Strengthening strengths” for Menden.

Melanie Kersting from place marketing Menden GmbH

Our collaboration with the team at Stadtmanufaktur was characterized by a high level of professionalism, expertise and a great deal of commitment. On the way to a strong city brand in Menden, the team provided us with collegial support and gave us excellent advice based on their extensive specialist knowledge and experience.

For us, Stadtmanufaktur was a strong and reliable partner at our side, who was also able to convince us in discussions with our stakeholders and shareholders and involved them with the appropriate sensitivity.

Melanie Kersting, Place Marketing Menden GmbH

Photo: Frauke Brenne_brennweite