You are the change you want to see in your city
City-as-a-Startup™ | Europe of Cities™ | Projects | People | Contact
CITY-AS-A-STARTUP METHODOLOGY
PERCEPTION ENGINEERING EXAMPLES
Building The Brand of Transylvania
From Archetype to Marketing
www.transylvaniabeyond.com
“Lonely Planet’s #1 region in the world to visit in 2016”
One of the most exotic regions in the EU, Transylvania was still a mystery for most European and American travelers.
Voted “The #1 Region To Visit In The World” by Lonely Planet that year, the region was lacking a powerful brand identity, a place branding strategy and the guerrilla marketing campaigns to use this fantastic opportunity and make the region famous worldwide.
Transylvania = Mystery
Lots of people expect it to be like this
And it’s actually more like this: unexpectedly charming, bucolic & green
Thanks to Hollywood, one of the most well known regions on the planet. But not known for what it actually is.
What can be more “MAGICIAN” than Transylvania?
A magician brand creates fast & unexpected transformations.
Remember this?
Prioritize
What is the ONE challenge we’re aiming to address?
✅ Get more people to know Transylvania for reasons other than vampires
Productize
What is the product and the PVP - Product Value Proposition - that could address the challenge?
✅ “The Transylvanian Guerrilla”, a news-hacking marketing platform
Prototype
What is it important to include in the first MVP - Minimal Viable Product - and how do we test it?
✅ Build 1 campaign in 1 week, seed it in the global media.
THE CITY-AS-A-STARTUP METHODOLOGY
How about this?
Perception Engineering = “P3”
The 3 Toolkits of Perception Engineering: Strategy+Creativity+Technology
✅ Define your archetype
The 3 Engines of Perception Engineering: Innovation+Experiences+Storytelling
✅ Start with a good story
THE CITY-AS-A-STARTUP METHODOLOGY
Or maybe this?
What can cities learn from successful startups?
✅ Agile thinking (1 week)
✅ Small teams (6 people)
✅ Cheap experiments (200 euro)
✅ Product iterations (1/day)
✅ User first (intrinsically viral)
☑️ User stories
✅ Failing faster
✅ Weekly sprints
☑️ Kanban boards
✅ Always measure
✅ Build traction
☑️ Blitz-scaling
THE CITY-AS-A-STARTUP METHODOLOGY
SAY HELLO
We’re happy to answer any question you might have. Drop us an email at office@heraldist.com or use the form to send us a message.