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LAS CIUDADES A ESCENA - Revista ABACO


Ya ha salido publicado el artículo sobre ciudades en la revista ABACO




Picture by Anna Domingo,2009

El sumario del artículo:

Marcas y ciudades ¿natural o in vitro?
ANNA DOMINGO

Los casos de Nueva York, Dubai o Abu Dhabi prueban el posicionamiento de ciudades como marcas científicamente diseñadas en laboratorios estratégicos con equipos profesionales de arquitectos, estrategas de marketing e instituciones públicas. NY es una ciudad puerto, con gran actividad comercial y ubicada geográficamente como la puerta de América, el camino al país de la libertad y el sueño americano, y es así como se muestra de forma concentrada en una isla de pequeñas dimensiones: arte, finanzas, moda, tendencias, literatura, música, académicos de primera línea. Así, pues, New York se posiciona como la gran manzana del deseo, de ese deseo casi pecaminoso: es la marca New York al natural sin colorantes. En el caso de Dubai, la estrategia meteórica de su marca es indiscutible pero la experiencia final del usuario es algo caótica por falta de visión urbana y seguir un crecimiento no controlado; en el caso de Abu Dhabi, se trata de una estrategia y visión a largo plazo controlada con su visión global para el año 2030. Si esas ciudades morirán de éxito, el tiempo lo dirá.



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