CDA – A Roadmap for Branding Dublin 2012 – A Discussion Paper

A Roadmap for Branding Dublin, A Discussion Paper 2012distinguishing feature. These are the core attributes of what distinguishesDublin and should be nurtured and celebrated through everything we do,infl uencing behavior and impacting on people’s experience of Dublin. It isproposed that these are the core values that should be represented by thebrand. They will build an emotional connection with the stakeholders andinfl uence how our target audiences perceive and interact with Dublin. Onceselected, the brand values inform and guide all aspects of the brand’sdevelopment and it is vital that the brand values are the right values for Dublin.INFO BOX: Selected Stakeholder Interviews“People don’t understand how good the Dublin package is.”“We undersell ourselves as a city.”“The small size of Dublin and the ability to make connections makes usunique.”“Dublin is a ‘lifestyle’ place – it’s a personality – creativity is in our DNA– we have an aptitude to succeed in business.”“Dublin’s strong performance puts Ireland Inc on the global map”“Dublin is a gateway to Ireland and the world.”“Dublin has so much potential, however there is a need for greaterengagement, interpretation, energy and effort to realise this”“This is the time and opportunity for Dublin – we need to get out thereand articulate Dublin’s uniqueness in the global context.”35