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SIGHTINGS
VOLUME 2, 2011
 
BACK TOTHE PAST
HOW FAR CANA BRAND STRETCH?
MAKE IT MATTERCONTAINEDQUARTERSRETHINK REINVENTION
  A  U  T  H  E  N  T  I  C  I  T  Y
  M  i  l  l e n n  i a  l s  s e e  k  i n g   a u  t  h e n  t  i c  i  t  y
    C     R     E     D     I     B     I     L     I     T     Y
     S      t    a    r      t     w      i      t      h     c    r    e     d      i      b      i      l      i      t     y  .       W      h    a      t      d    o    e    s     a       b    r    a    n     d     s      t    a    n     d      f    o    r     ?
   H   E   R   I   T  A  G   E
  A  n  c  h  o  r  i  n g    i  n   t  h  e   p  a  s  t   a  n d   l  o  o  k  i  n g    b  a  c  k
   D   E   F  I  A   N  C   E
  F  u  n  c  t  i  o  n  d  e  f  y  i  n g    f  o  r  m   F  o  r  m  d  e  f  y  i  n g    f  u  n  c  t  i  o  n
 
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BEAUTIFUL &PURPOSEFUL
       C       O       N       N       E       C       T       I       O       N
                  H             a              v                  i             n             g                 a             p                e             r             s             o             n             a                  l              c             o             n             n             e             c                  t                  i             o             n
 R E M O V I N G  C O N S T R A I N T S
 G e t t i n g  b e y o n d  n o r m s
ENHANCED  WI TH DESIGN
 Visual appeal ma t ters
B  E  L I  E  V  A  B  I  L I  T  Y  
C  i  t   y   b r  a n d  s  m u s t   b e   a u t  h e  n t  i  c 
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LIQUIDPRECISION
GOAL
47%
$230 TO GO
SEE &BE SEEN
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       I       N       S       P       I       R       A       T       I       O       N
                  A                  l                  l             a             r             o             u             n                 d             u             s
BRANDEDCITIES
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The Zealfor Real
EST.1959
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2
SIGHTINGS 2011
IN THIS ISSUE
In this issue of
ANTHEM SIGHTINGS
, weare making connections, going back to ourroots, and thinking outside the box.
 
3
SIGHTINGS 2011
Cities Branding ForEconomic Development
We live in a branded culture and see brandingapplied to all manner of people, places, andthings. Here we focus on place: cities that areapplying the basics of branding to accomplishtheir goals—whether that be to attractinvestment or human capital or to draw moretourists. From India and China to Russia and theUK, we see cities taking different approaches tobrand development to improve each city’s overall“brand” image.We found Lavasa, for example, a new urban
planning project that will be the rst city in
India to be developed and governed entirely bya private corporation. The city has been built onthe principles of New Urbanism, which includecreating highly livable spaces, to “work, learn,and play in harmony with nature.” The long-termplan for Lavasa is ambitious:
…Lavasa will eventually house more 
than 300,000 people in ve distinct “towns.” It will also have a world-class medical campus, luxury hotels, boarding schools, sports academies, a Nick Faldo– designed golf course, a space camp,and, its developers hope, animation and lm studios, software-development companies, biotech labs, and law and architectural rms—in short, all of the knowledge industries at the heart of the “new India.” 
Given the corporate governing structure of thiscity, it makes sense that its planners wouldapproach the development much like a businessproject, starting with the brand. Partnering with
U.S. branding rm Landor, they developed the
brand idea of “Life in Full” which was designedto convey a complete experience, in harmonywith nature. The name itself is designed to evoke
feelings of fulllment and freedom. In developing
this highly optimistic and aspirational brandimage for Lavasa, the city planners hope toattract residents, investors, and tourists alikewho seek a better way of life with a focus onsustainability and peaceful co-existence.China provides similar examples of cities thatare being built or rebuilt to attract investments
Lavasa at night: The cityin India will be entirelydeveloped and governed by aprivate corporation.
BRANDED CITIES
MARKETING
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