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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”

Lonely Planet 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

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