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

A Roadmap for Branding Dublin, A Discussion Paper 20127 Conclusion“People will only change their minds about places if the people andorganisations in those places start to change the way they behave”. 112Developing, managing and promoting Dublin’s brand is about ensuring thatDublin, as Ireland’s capital city, is a city that its residents and the Irish citizensare proud of, that attracts investment, trade, tourism and talent, and thatunderstands its position in the world. It is an ambitious project that to besuccessful requires the commitment of all players to collaborate and invest inits future success. It should project Dublin as a modern successful city thatoffers something different, unique and ultimately of value to the world. It’sabout optimising our future economic potential while portraying the uniquecharacter and quality of life in Dublin. It’s about the people of Dublin, theircreativity and their connections with the rest of the world.It is important that the brand is authentic and grounded in people’sexperience of Dublin. This project is “a major undertaking, and there are noshort cuts to it”. 113 It requires ability to co-ordinate activity and communicateacross Dublin’s complex range of stakeholder organisations while also beingambitious in intent and innovative and creative in design. This is no smallfeat, but if achieved has the prize of helping to secure Dublin’s future role inIreland’s and the global economy.This document has set out a roadmap that will lead to the launch in 2013 ofan internationally competitive Brand for Dublin. It has identifi ed key measuresand resources that are currently underway or in development in Dublin andshould be strategically aligned with the development of this brand identity.These include:> The development of innovative approaches to engage residentsin quality of life issues. The people of Dublin are consistentlyhighlighted in all research as the most valuable ‘brandasset’ as well as potentially its strongest ambassadors;112 Anholt, S., Cometitive Identity, 2007113 Stakeholder Interview77