{"id":9715,"date":"2022-12-22T12:55:20","date_gmt":"2022-12-22T11:55:20","guid":{"rendered":"https:\/\/www.stadtmanufaktur.com\/projekte\/osnabrueck-positioning-the-city-brand-activating-the-city\/"},"modified":"2025-04-10T09:32:25","modified_gmt":"2025-04-10T07:32:25","slug":"osnabrueck-positioning-the-city-brand-activating-the-city","status":"publish","type":"avada_portfolio","link":"https:\/\/www.stadtmanufaktur.com\/en\/projekte\/osnabrueck-positioning-the-city-brand-activating-the-city\/","title":{"rendered":"Osnabr\u00fcck: Positioning the city brand, activating the city"},"content":{"rendered":"
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Client: Osnabr\u00fcck Marketing GmbH<\/h3><\/div>
Project period: July 2022 – ongoing<\/h5><\/div>
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The project in brief<\/h2><\/div>

What does Osnabr\u00fcck stand for? – On behalf of Osnabr\u00fcck Marketing GmbH<\/a>, we put the Osnabr\u00fcck city brand to the test. Our strategy to-do list includes: Positioning<\/b> and communication<\/b>, brand<\/b> and stakeholder management<\/b>. We also address the question of how to activate the stakeholders and players in Osnabr\u00fcck. <\/p>\n<\/div>

The city brand: analysis, positioning, activation<\/h2><\/div>

We – the strategy experts at Stadtmanufaktur – stand for place branding<\/a> that no longer sees those responsible for place marketing<\/a> as communicators and “brochure printers”, but as curators of the city brand. An important and overarching role that place marketing Osnabr\u00fcck would also like to take on for itself. <\/p>\n

One of the first steps towards this new role is to really understand the identity of a city – not theoretically derived, but as it is and is lived.We approach <\/span> this fundamental <\/span>analysis of the Osnabr\u00fcck brand in cooperation with our partner Brandmeyer Markenberatung<\/a>. <\/span>This understanding of the brand essence forms the basis for all further steps in positioning, communication and activation.<\/span><\/p>\n

We advise Osnabr\u00fcck strategically on the following aspects:<\/h3>\n
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  1. Place brand strategy<\/a><\/li>\n
  2. Positioning in the competition between cities<\/li>\n
  3. Storytelling – authentic and integrating<\/li>\n
  4. Communication strategy<\/a> – also towards politics and stakeholders<\/li>\n
  5. Stakeholder map and stakeholder management<\/a><\/li>\n
  6. Brand management<\/li>\n
  7. Activation strategies<\/a> for stakeholders, actors and interest groups<\/li>\n
  8. Participation measures – for <\/span> theparticipation and co-creation<\/a> of urban society<\/li>\n<\/ol>\n<\/div>

    Implementation: no activation without acceptance<\/h2><\/div>
    Acceptance of the brand process in politics, among relevant stakeholders and in urban society is essential for the implementation of the place brand strategy. In our experience, this “power of acceptance” is often underestimated. This is why we also support Osnabr\u00fcck Marketing GmbH in political-strategic communication – for a non-partisan understanding of the brand process and greater awareness of the potential of the city brand and place branding. <\/div>\n<\/div>
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    Our tools for broad acceptance in the brand process:<\/h3><\/div>