Why does a city need a brand and what does it do? Enterprise Dunedin manager John Christie explains why having a uniquely Dunedin brand is helping to attract visitors and businesses to the city.
A brand is an identity that distinguishes one product from the others.
It's more than a name, a logo or a catch phrase - a good brand is a powerful symbol of what the product promises.
Cities and countries have long tapped into the benefits of place branding to present a united public image.
The "100% Pure New Zealand'' brand for instance, is one of the most globally recognised and successful trust brands.
The "I Love New York'' campaign transformed a gritty working-class image to a business and tourist-friendly city.
Brand is the city's DNA.
It's about perception, it quantifies the essence of what and who we are.
It's what we as residents think of our city, it's what we want visitors to think.
An authentic brand captures hearts and minds.
This is why Dunedin is spelt out in the unique lettering seen across the city and in its marketing.
The iconic script is more than a particular font choice, it is an instantly recognisable symbol that sets us apart.
The lettering style was well thought through - chosen as a nod to the past that echoes bluestone and historic architecture, but with a contemporary twist that reflects Dunedin's creativity and innovation.
It doesn't just create recognition, the Dunedin logo evokes emotion, in the same way that seeing the city's lights around one of those last bends in the northern motorway driving into Dunedin evokes that "we're home'' feeling.
The Dunedin Airport's use of brand, for instance, creates a welcoming gateway for visitors and residents that connects airport to city.
Brands have to be authentic to work. So what is special about Dunedin, and how can seven simple letters capture who we are?
The Dunedin effect
Dunedin is arguably the most intriguing city in New Zealand.
Dunedin's uniqueness is more than how it looks, although it has unrivalled architecture and a stunning landscape.
A city founded and still thriving on the values of its hardy Scottish forebears, it is both creative and tenacious, practical and resourceful yet quirky.
It believes in community, and being genuine.
It is compact enough to make getting around easy, yet big enough to be an internationally successful business hub, a world leader in education, research and development, and have a ground-breaking arts and culture scene.
Visitors and expatriates don't just hold memories of an ice-cream from the Rob Roy Dairy, they speak warmly of the people - the cheerful greeting from strangers and their way of making them belong.
It's what we call the Dunedin effect.
The point of a brand is to take Dunedin's positive points - that Dunedin effect - and amplify them.
Selling the Dunedin advantage helps to attract people - tourists, conference attendees, and those who want to live, work and invest here.
It also fosters pride in what we as Dunedin residents have right here.
It is a commitment to Dunedin development.
The Dunedin brand was developed in 2010 for Dunedin advertising and promotions.
A key component of Dunedin's visual identity is its Dunedin logo, but the brand also cleverly draws on compelling images, presented in a particular photographic style that reflects the positive traits that individual Dunedinites value.
This approach is making a positive difference to city marketing.
Brand partners
The brand is a long-term and sustainable commitment and is really resonating with people in a way that previous catchy slogans have not.
It has gained collective ownership in a short space of time.
Just look at the city's vehicles to see how Dunedin car owners have quickly embraced the Dunedin stickers.
The Dunedin logo is welcomed by all Dunedin business organisation and education partners.
It is being used commercially by a growing number of businesses, it is branding our unique events, it is widely used in our tourism industry, and is being adopted in many different, often fun ways by creative Dunedin residents.
Dunedin is different things to different people but everyone has something positive they cherish about the city.
Brand Dunedin recognises that it's those individual values that make us both special, and marketable; the iconic Dunedin logo is a clever symbol of that.
