{"id":9742,"date":"2022-12-22T12:43:33","date_gmt":"2022-12-22T11:43:33","guid":{"rendered":"https:\/\/www.stadtmanufaktur.com\/projekte\/menden-brand-process-activates-the-urban-society\/"},"modified":"2025-06-09T11:18:00","modified_gmt":"2025-06-09T09:18:00","slug":"menden-brand-process-activates-the-urban-society","status":"publish","type":"avada_portfolio","link":"https:\/\/www.stadtmanufaktur.com\/en\/projects\/menden-brand-process-activates-the-city-society\/","title":{"rendered":"Menden: Brand process activates the urban society"},"content":{"rendered":"
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Client: StadtMarketing Menden GmbH<\/h3><\/div>
Project period: February 2022 – ongoing<\/h5><\/div>
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The project in brief<\/h2><\/div>

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

We also develop strategies for place marketing<\/strong>, positioning<\/strong>, brand<\/b> and stakeholder management<\/b>. Citizens as well as politicians, stakeholders and interest groups are involved in the brand process – and activated for the city brand. <\/p>\n<\/div>

Brand process: From identity to brand<\/h2><\/div>

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. <\/p>\n

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

We advise Menden strategically on these 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 – also towards politics and stakeholders<\/span><\/li>\n
  5. Stakeholder map and stakeholder management<\/a><\/li>\n
  6. Brand management tools<\/li>\n
  7. Activation strategies<\/a> for stakeholders, actors and interest groups<\/li>\n<\/ol>\n<\/div>

    Full speed ahead – for the Menden brand<\/h2><\/div>

    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.<\/p>\n

    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. <\/p>\n<\/div>

    Our methods for acceptance and activation of the Menden brand:<\/h3><\/div>

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