What Qualities Determine a “Global City”
When someone says they want to “rebrand” something, the idea is usually flawed from the beginning. Why? Because too often well-meaning quests for greatness become distilled into slogans.
Tel Aviv
While in Tel Aviv recently, I read an article by Esther Zandberg in the news service, Haaretz, about how Tel Aviv wants to “rebrand” itself as a “global city” in order to be recognized with cities like New York, London, Paris and Tokyo.
I understand Tel Aviv’s intent to explore ways to attract more visitors, business and economic development but reality is far more complex and time consuming – especially in today’s fiercely competitive world – than trying to sell people on a new slogan or catch phrase.
When I think of any major city, the branding phrase, “global city,” has never entered my mind. Each city is different, each with distinctive personality and appeal to me. You may feel differently. And, we are both correct. It’s about perception … a personal feeling … rather than branding slogans.
I view the concept of a global city as – first and foremost – a contemporary place that reflects diversity of humanity.
Tel Aviv skyline
It’s nearly impossible to “rebrand” something in today’s world, especially through a slogan. Most of us have become conditioned to make snap evaluations as to the merits of something solely based on its value to us. In other words, we could care less to hear a city brag that it’s global. But we might listen to words that conjure up unique and appealing qualities and images.
Just to say any place is a global city doesn’t make it so.
Washington, DC, wasn’t perceived as much of a leading global center of power and influence 50 years ago until there was a concerted effort to improve public transportation, remove the droves of vagrants from the streets and parks, attract good restaurants and hotels, build convention and conference centers. In its long journey, Washington has been transformed through hard work, time, money and determination. Washington also today is a reflection of humanity.
New York, London, Paris and Tokyo achieved similar attributes even before Washington.
Before it (Tel Aviv) brands itself as a global city, if that is even the right thing for the city and its residents, it would be best if Tel Aviv would focus its energies and budgets and get to work on just becoming a normal, run-of-the mill city, a clean and landscaped city that is well-maintained, has an efficient public transportation network and provides appropriate living conditions that are attainable for all its residents.
Coffee Shop in Tel Aviv
She may be right. The Tel Aviv I know is a vibrant, growing, exciting and remarkable place … a blending of old and new. It is one of my favorite places, together with nearby Haifa.
It is my belief that places like Tel Aviv can best achieve greater prominence and competitiveness on the world stage not through slogans and traditional tactics used by other cities but rather by telling its unique spectrum of stories … everyday stories and news about Tel Aviv that will cut through competitive clutter, enhance awareness and make it one of the more alluring places to visit, work and do business on the planet.
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Category: Featured, Reputation management
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