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A concerted construction

A concerted construction

The creation of a territorial brand is not something that happens by accident. It is the result of a long process of reflection and consultation.

THE MAIN STEPS

STATEMENT OF INTENT

A territorial marketing initiative was organised around three main activities to bring together public and private stakeholders :

  • Increase awareness
  • Define strategic positioning
  • Set up operational tools and activities

KICK-OFF

The initiative was launched in the Stade des Alpes before an audience of 130 people representing partners of the initiative from universities, the non-profit sector, cultural organisations, economic bodies, etc.

PARTICIPATION

A major survey was organised addressing four target groups : residents, students, business leaders and tourists. A total of 7,000 replies were collected and analysed.

REFLECTION

A process of reflection was defined, focusing on six themes :

  • Attractiveness
  • Hospitality, vitality and quality of life
  • Collective innovation and a collaborative, creative, civic and social economy
  • nternational economics
  • City and mountain destination
  • The appeal of the university

AREAS OF ACTIVITY

Four areas of activity were pinpointed :

  • Provide proof of economic vitality
  • Connect all the drivers of attractiveness 
  • Make the transition from “intelligent city” to “city of well-being”: education, culture, leisure, air quality, transport, etc. 
  • Connect the city to the mountains 


AMBITION

This led to the creation of the Grenoble Alpes brand, with a strong identity and distinct positioning : the pioneering spirit

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