Online lecture City Branding
What a group! My colleague Barbara O'Neill and I inspired 52 students of the minor City Branding at the Willem de Kooning Academy Rotterdam with an interactive session! I gave insight on a great process that we did in co-creation with residents and entrepreneurs. The students started working in Miro with the online tool Place Value. Barbara gave insight into the importance of involving your target group in concept development. She gave examples to gain insight into values and needs such as 'shadowing' on the spot. Gathering insights for co-creative concept development goes far beyond market research, so you'll have to "zoom in" on the place as well as the people.