In last week’s post about Copenhagen’s cycling railings, we casually mentioned Apple’s renovation of a Chicago subway station and KFC’s offer to repair potholes. As local governments continue to struggle (no really, Chicago, it’s not like any of us take the bus or train to work – keep slashing those routes!), brands have a rare opportunity to build unprecedented local loyalties by filling these gaps.
(In doing so, you’d also get a double-dip of two of our 10 Trends for 2010. You’d tap into Hometown’s Hero by improving communities at the same time that Americans are becoming more rooted in their hometowns. You’d also reap the benefits of the Reputation Economy, in which the company behind the brand more important than ever. It’s like two trends for the price of one!)
Of course, the question remains: where do we start? Well, the Canadian Centre for Architecture was hoping you’d ask. The organization is currently promoting a traveling exhibition called Actions: What You Can Do with the City, sharing a broad range of practical urban innovations and improvements. This nice overview from Flavorpill gathers links to the online toolkit, the exhibit, and more.
Brands, you’re basically looking at a blueprint for breakthrough regional marketing efforts. There’s no better way to connect with a community than to make improvements to the residents’ daily lives, especially when their leaders are struggling to do it themselves.
And yes, if it comes down to it, I’m willing to ride a branded bus to work. Sheesh.
