{"id":20,"date":"2015-01-20T08:00:10","date_gmt":"2015-01-20T06:00:10","guid":{"rendered":"http:\/\/urbeamea.ro\/lucru\/?p=20"},"modified":"2015-01-25T15:08:58","modified_gmt":"2015-01-25T13:08:58","slug":"alba-iulia-un-oras-o-poveste-un-brand","status":"publish","type":"post","link":"https:\/\/urbeamea.ro\/albaiulia\/alba-iulia-un-oras-o-poveste-un-brand\/","title":{"rendered":"Alba Iulia, un ora\u015f, o poveste, un brand"},"content":{"rendered":"<p>De ce se mi\u015fc\u0103 Alba Iulia at\u00e2t de bine la capitolul branding de ora\u015f, \u00een compara\u0163ie cu alte ora\u015fe care au investit \u00een astfel de proiecte \u201cla mod\u0103\u201d? Ingrediente sunt mai multe, dar cel mai important pentru crearea unui brand sanatos este concentrarea pe un singur aspect care particularizeaz\u0103. Poate a fost un noroc chior de context istoric,geografic \u015fi politic, poate a fost un moment de geniu al cuiva, poate pur \u015fi simplu a\u015fa o a fost s\u0103 fie \u2013 cel mai important lucru pe care l-a f\u0103cut Alba Iulia a fost c\u0103 s-a concentrat pe o singur\u0103 direc\u0163ie: CETATEA. La Alba Iulia s-a evitat talme\u015f-balme\u015ful care cre\u015fte odat\u0103 cu dezbaterea public\u0103; cine s\u0103 fim, ce s\u0103 promov\u0103m. Care s\u0103 fie imaginea\u2026<\/p>\n<p><a href=\"http:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-21 aligncenter\" src=\"http:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab-300x126.jpg\" alt=\"ab\" width=\"300\" height=\"126\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Aici s-a luat decizia simpl\u0103 \u015fi la \u00eendem\u00e2n\u0103 \u2013 Cetatea e bun\u0103 de promovat:<br \/>\n&#8211; Cetatea poate fi un bun obiectiv turistic<br \/>\n&#8211; Cetatea a stat la baza cre\u0103rii identit\u0103\u0163ii vizuale<br \/>\n&#8211; Cetatea este simbolul intrinsec al ora\u015fului, chintesen\u0163a brandului de ora\u015f<br \/>\n&#8211; Cetatea este subiectul unei experien\u0163e turistice, emo\u0163ionale \u015fi istorice<\/p>\n<p>\u015ei pentru c\u0103 vobeam de istorie, de care Alba Iulia muste\u015fte, de aici a rezultat \u015fi sloganul pe c\u00e2t de simplu, pe at\u00e2t de percutant: CEALALT\u0102 CAPITAL\u0102. Simplu \u015fi frumos. Nu \u015ftiu str\u0103inilor cum li se va comunica dualitatea mesajului, dar pentru rom\u00e2ni este foarte \u201cabordabil\u201d. Pur \u015fi simplu se pot \u00eendr\u0103gosti. Mai mult Alba Iulia este \u201cCea mai mare cetate din Rom\u00e2nia\u201d. Nu Sighi\u015foara, nu Sibiul despre care se vorbe\u015fte at\u00e2t de mult. La capitolul branding de ora\u015f au r\u0103mas \u00een urm\u0103. \u015ei nu numai ele. Brandul Clujului \u2013 Ora\u015ful Comoar\u0103 nu mi se pare inspirat. Managerii acestor ora\u015fe, \u015fi nu numai ei pot veni la Alba Iulia s\u0103 ia lec\u0163i de branding. Restaurezi ce ai, \u00eembraci ce ai, vinzi ce ai! \u00cen plus, nu trebuie s\u0103 inventezi nimic fantastic.<br \/>\nCei din Alba Iulia nu s-au sfiit s\u0103 cear\u0103 ajutorul unora care se pricep mai bine dec\u00e2t ei. Colaborarea cu Adrian Docea a fost o treab\u0103 foarte bun\u0103 \u00een ceea ce prive\u015fte identitatea vizual\u0103, iar colaborarea cu bloggerii pentru concursul \u201cComoara din Cetate\u201d este, dup\u0103 mine, cea mai tare ac\u0163iune ini\u0163iat\u0103 de ni\u015fte influenceri \u00een colaborare cu o entitate de stat. Dac\u0103 nu te pricepi nu este nicio ru\u015fine s\u0103 ceri ajutorul \u015fi s\u0103 pl\u0103te\u015fti oameni care pot \u015fi \u015ftiu s\u0103 fac\u0103 lucrurile bine. Alternativa cu \u201clas\u0103 c\u0103 ne descurc\u0103m noi mai ieftin sau cu nepotu\u2019 lu\u2019 contabila\u201d este grotesc\u0103 \u015fi cancerigen\u0103.<br \/>\nAlba Iulia are proiectul de brand de ora\u015f cu cea mai mare rat\u0103 de reu\u015fit\u0103. Vrei s\u0103 ai turi\u015fti (rom\u00e2ni \u015fi str\u0103ini)? F\u0103 circ, domnule! Asta \u00eenseamn\u0103 turism! Vin s\u0103 vizitez un bastion, o cunet\u0103, o m\u0103slin\u0103 istoric\u0103, dar dup\u0103 aceea vreau \u015fi altceva. \u00cen multe ora\u015fe se \u201c\u00eent\u00e2mpl\u0103\u201d maximum trei evenimente pe an. Nu zic c\u0103 Alba Iulia are cele mai multe evenimente pe kilometru p\u0103trat, dar este pe drumul cel bun: Zilele Ora\u015fului, Zilele Cet\u0103\u0163ii, Festivalul interna\u0163ional de teatru \u201cPove\u015fti\u201d, Festivalul de Folk \u201cZiua de M\u00e2ine\u201d, Festivalul cultural \u201cDilema Veche\u201d, Noaptea Muzeelor, S\u0103rb\u0103toarea Muzicii, Fetivalul Alba Jazz\u2026<br \/>\nFi\u0163i creativi, \u00een fiecare zi!<\/p>\n<p>Drago\u015f Alexa<br \/>\nFondator al Ministerului de Marketing, autor al \u201cC\u0103r\u0163ii cu Secrete\u201d, blogger \u015fi speaker de marketing \u015fi branding.<\/p>\n<p>Foto: <a title=\"Romulus Opriscan\" href=\"http:\/\/www.romulusopriscan.ro\/\" target=\"_blank\">Romulus Opri\u015fcan<\/a><\/p>\n<p>Articol integral pe <a title=\"Dragos Alexa\" href=\"http:\/\/www.dragosalexa.ro\" target=\"_blank\">www.dragosalexa.ro<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab4.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-25\" src=\"http:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab4.jpg\" alt=\"ab4\" width=\"1000\" height=\"514\" srcset=\"https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab4.jpg 1000w, https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab4-640x329.jpg 640w, https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab4-390x200.jpg 390w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a> <a href=\"http:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-27\" src=\"http:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab1.jpg\" alt=\"ab1\" width=\"1000\" height=\"666\" srcset=\"https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab1.jpg 1000w, https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab1-300x200.jpg 300w, https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab1-321x214.jpg 321w, https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab1-140x94.jpg 140w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<p><a href=\"http:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-22\" src=\"http:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab2.jpg\" alt=\"ab2\" width=\"1000\" height=\"543\" srcset=\"https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab2.jpg 1000w, https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab2-300x163.jpg 300w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a> <a href=\"http:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-24\" src=\"http:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab3.jpg\" alt=\"ab3\" width=\"1000\" height=\"627\" srcset=\"https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab3.jpg 1000w, https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab3-640x401.jpg 640w, https:\/\/urbeamea.ro\/albaiulia\/wp-content\/uploads\/2013\/10\/ab3-350x220.jpg 350w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>De ce se mi\u015fc\u0103 Alba Iulia at\u00e2t de bine la capitolul branding de ora\u015f, \u00een compara\u0163ie cu alte ora\u015fe care au investit \u00een astfel de proiecte \u201cla mod\u0103\u201d? Ingrediente sunt mai multe, dar cel mai important pentru crearea unui brand sanatos este concentrarea pe un singur aspect care particularizeaz\u0103. Poate a fost un noroc chior &hellip;<\/p>\n","protected":false},"author":5,"featured_media":25,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-20","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stiri-urbane"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Alba Iulia, un ora\u015f, o poveste, un brand - Revista Urbea Mea - Revista de Alba<\/title>\n<meta name=\"description\" content=\"De ce se mi\u015fc\u0103 Alba Iulia at\u00e2t de bine la capitolul branding de ora\u015f, \u00een compara\u0163ie cu alte ora\u015fe care au investit \u00een astfel de proiecte \u201cla mod\u0103\u201d?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/urbeamea.ro\/albaiulia\/alba-iulia-un-oras-o-poveste-un-brand\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Alba Iulia, un ora\u015f, o poveste, un brand - 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