Marketing5: At a time of global crisis, territories have a powerful lever to consolidate its position and adopt successful strategies to compete well in the competitive world: the Brand. The cities and areas with good design skills then feel increasingly the need to define a forward-looking future, to better target and aggregate energies, critical success factors and planning and communication processes. Milan, in this sense, pioneered and VVA has helped in defining the City strategies and Branding policies.
One of the most important growth drivers for the territory, and in particular for the metropolitan areas, is the capacity to attract and retain the best young people. Major towns compete developping strategic positioning, focused on the kind of young people they want to attract and the most interesting origin countries.
Many factors, in the past considered fundamental for the town development and growth, are now necessary, but not anymore sufficient, given the global competition among territories. Therefore, VVA analized, on behalf of one of the major Town councils in Italy, the most interesting business models among the main European cities and mapped the territory key assets. On the base of these elements, VVA defined a vision on the feasible business model for the city, pinpointed the growth drivers and key sectors for the city future development.