A Branding Framework

1 Content

1. Background ...... 3 1.1 Objectives of the Creative City Challenge Project 3 1.2 Objectives of this report 4 2. Concepts and methodology 4

2.1 Defining concepts ...... 4 2.2 Narratives 5 3. Branding of Hoeje-Taastrup Municipality: Brand Strategy 2010 6 3.1. Introduction ...... 6 3.2. Concepts, method and process 7 3.3. Brand platform ...... 8 3.4. Identity 9 3.5. Communication Platform 11 3.5.1. Bearing Mark: The town for active people 12 3.5.2. Area of effort 1: Space – nature, culture and experiences 12 3.5.3. Area of effort 2: Development – business, technology and market place ...... 13 3.5.4. Area of effort 3: Connection – traffic, network and mobility 14 4. HTM Concrete: Analysis 15 4.1 Facts: Institutions, companies 15 4.2 Identity, image, marketing and branding ...... 15 4.3 Possible narrative ...... 16 5. Recommendations ...... 17 Appendix ...... 18

2 1.1 Objectives of the Creative City Challenge Project

The Creative City Challenge project aims to • Workpackage 4: Networks, Dialogue and • To create coupling opportunities for crea- build and implement an integrated strategy Business Cooperation: To develop and tive businesses (designers, architects, for cities to strengthen their innovative ca- implement successful instruments to sup- artists etc.) and producers and executors pacity by means of a methodology of pilot port linkages within the creative industries in the concrete sector through prototyping projects developed and carried out by cities and also with traditional industries in or- and testing methods. throughout the North Sea Region (NSR). der to increase knowledge transfer and • To create a 1:1 platform in new ways to innovation capacity within the North Sea uses concrete. More specifi cally, the project analyses the Region. catalyst role of creative industries in building Workpackage 5: Branding and strategy and strengthening the innovative capacity • Workpackage 5: Creative Clusters: How • To promote Hoeje-Taastrup municipality of urban economies, taking into account the and where should a government (or to attract creative citizens and industries. triple helix of government, education and governmental organisation) invest in in- • To promote the region as world leader in business. frastructure in order to attract and support the use of concrete in new ways. creativity? • To support networking and communica- In particular, the Hoeje-Taastrup Municipality tion within the concrete industry, creative (HTM) project focuses on the city’s concrete Within the overall CCC framework, Hoeje- entrepreneurs, research institutions etc. industry – from one viewpoint a “sunset in- Taastrup Municipality has identifi ed its own • To provide input to strategic decisions at dustry” (i.e. an industry in decline, one that subprojects with these objectives: local political level. The Municipality’s role has passed its peak or boom periods); from as driver and authority. The municipality another viewpoint an industry full of crea- Workpackage 3: Learning and advising. as supplier, customer, partner, etc. tive potential which can be lifted from the • To strengthen creative enterprises and industrial age into the experience economy traditional industries competences within through innovative processes, branding etc. the concrete fi eld through a learning pro- cess. The overall CCC project has identifi ed the • To establish network and identify a cluster main aims for the project: of companies and players in the concrete fi eld. • Workpackage 3: Entrepreneurship and skills development. To develop and sup- Workpackage 4: Clusters and urban spaces port enterprise and entrepreneurship • To develop new applications and new skills in creative individuals and organiza- markets for concrete in buildings and ur- tions. ban spaces.

3 1.2 Objectives of this report

Within the framework of the overall project, velopment in HTM with specifi c regard to the Consequently, with regard to the above three the main objectives of this report are to pro- concrete industry, i.e. a traditional industry sub-projects, this paper focuses in particular vide a branding framework for policies and which arguably can be “lifted” into the expe- on workpackage 5. activities concerning the creative city de- rience economy.

2.1 Defi ning concepts

The concepts of ”brand,” “image” etc. have Image City and place branding multiple defi nitions, yet a comprehensive The planning literature on branding also City and place branding is generally defi ned theory of the brand-methodology is still uses the term “identity”, yet it means here in the literature as a subset of city and place missing. Therefore, as inspiration, this pa- the character of a place that urban policy- marketing strategies. A brand “is a physical per draws upon defi nitions from The Base- makers and planners intend a place to have. or social-psychological theme that is related line Report by Annet Jantien Smit: Branding Such an intended identity is constructed by to a specifi c place and with which diverse Creative Places – defi ning branding in re- urban policy-makers and planners, not by inhabitants and visitors should be able to lation to “creative places” as a multidimen- people’s own views. The image of a place identify themselves with”. sional construct, matching a organization’s is often expressed in its architectural and functional and emotional values with the urban design, and communicated in place A brand is usually operationalized in a slo- performance and psychosocial needs of sta- branding. Image, thus, is an intended iden- gan containing the name of a place, a clear keholders. tity of a place. and comprehensible story about the place, and a logo as a visual marker. The brand, More detailed defi nitions – as offered by The City and place marketing thus the slogan, the story and the logo are Baseline Report - are noted below. City and place marketing are strategies and sometimes conceptualized such that they activities to provide a place with a positive can be translated in the city’s architecture. Identity image, in order to advance its economic An architectural fl agship project or form- In social sciences the term “identity” of a development. Such strategies include, for based codes in zoning regulations may be place means the character of a place that example, advertising, lobbying and incenti- used to communicate the brand by visual makes up the view that people take of this ves such as tax exemptions, and the design quality of a city or district. The most well- place, while this view is constructed by these of the built environment. An attractive and known example of such a fl agship project is people themselves. Identity, thus, is a per- creative image of a city may infl uence the the Guggenheim Museum in Bilbao. ceived view of a place. identity of that city that its workers, inhabi- tants, and tourists construct and perceive by themselves.

4 2.2 Narratives

Why are some cities perceived as the places A second type of narrative that adds to a jewellery industry provide these cities with to be for cultural firms and creative know- creative identity of a city is “otherness.” a creative identity for these specific sectors. ledge workers? According to The Baseline Thus, Rotterdam is perceived by cultural en- Report, some creative cities posses percei- trepreneurs to be a harbor city, where people These three types of narratives may be re- ved narratives that tell it is a creative place. have a sturdy working mentality. Such narra- produced, boosted or just put into the picture These narratives may be based in factual re- tives do not literally tell that Rotterdam is a by a fourth type of narrative, in visual ele- alities (eg a city having many cultural firms), creative city, but it distinguishes them from ments, by “visual distinctiveness.” Authentic but it is also a perceived identity, a view con- other, less outspoken, more mainstream urban landscapes and heritage, for instance structed by creative as well as other people. places. In the United Kingdom, Drake (2003) old and new harbor areas tell the history of found a similar “no-nonsense approach” that a city. The first type of narrative is “manyness.” was perceived by Sheffield designers as its For instance, Amsterdam in the Netherlands place identity that positively singles this city In sum, it should be noted, that the Base- is generally seen as the creative capital of out from London. line report - parallel to identifying creative the country. While it has the largest share identities of cities – also identifies the four of creative employees (14%) and twice as A third type of narrative adding to a city’s types of narratives that provide districts and many cultural firms as compared to other identity of a creative place is its industrial zones within cities with a creative identity as large Dutch cities, it is also perceived to be history: its “vernacular culture.” For the Uni- perceived by its cultural entrepreneurs and the “Dutch cultural capital” and a true “crea- ted Kingdom, the reputation or tradition of creative knowledge workers. Largely, these tive knowledge city.” Sheffield and Birmingham by its steel and are similar to the characteristics of citities.

5 3.1 Introduction

Brand Strategy 2010 analyses and words in the light of the fi nancial crisis – to attract ars’ branding work among the municipa- the brand and communication platform of attractive companies and jobs. lity’s employees, including more precisely Hoeje-Taastrup Municipality (HTM). wording the overall bearing mark, three prio- Phase 1 has dealt with the analytical and ritised areas of effort and the actual contents In 2008, HTM launched a branding process. political foundation. The analytical founda- of a number of identifi ed “lighthouses”. The purpose is to move the town’s repu- tion is 11CityDesign’s 2008 analysis of the tation in the direction of the ambition to be town’s current culture and image and the The Brand Strategy 2010 - is the overall an attractive, modern railway town situated identifi cation of a number of “lighthouses”, report on phase 2. There is the image of a close to nature and Copenhagen. The goals that is, activities and qualities that in them- town with a special “entrepreneurial” identity, of the project are thus clear. Hoeje-Taastrup selves can be starting points for concrete which is concretely realised is to have a positive profi le, visible to the sur- marketing. rounding world. • In a special business profi le, characte- The political foundation is the Town Council’s rised by the metaphor “market place” , The obvious background is that HTM is com- vision for Hoeje-Taastrup: Vi lever her og nu which in the future should be strengthe- peting with other municipalities for resource- – med ansvar for dem der kommer efter os ned and communicated strong citizens, companies with special (we live here and now – with a responsibi- • In a number of natural conditions to culti- profi les and skilled employees. Due to the lity for those who come after us) and Hoeje- vate the mobility and the traffi c – that is, competition, it is increasingly necessary to Taastrup Municipality’s Udviklingsstrategier: the “connections” – as areas of strength use goal-oriented communication with point Kommuneplan 2010-2022 (Developmental • In a nature and a history, which can be of departure in for instance the new map of strategies: Municipality plan 2010-2022). highlighted as areas of strength to a hig- Denmark created by the structural reform, her extent than today the critical exposure of social problems in Phase 2 has been a process from Sep- HTM’s housing areas and the efforts – also tember-January 2010 to anchor future ye-

6 3.2 Concepts, method and process

Branding is more than mere marketing or PR • The railway towns Taastrup, Hoeje-Ta- mark is to guide, prioritise and steer the for individual products or activities. Branding astrup and Hedehusene internal communication and its many indi- is about creating coherence between for • A number of villages (including Marbjerg, vidual activities. Thus, the intention is not instance a town’s culture and activities, its Sengeløse, Reerslev, Fløng, etc.) to communicate the bearing mark itself to goals and its external reputation. • Several private companies, institutions external interested parties. and associations • The tactical level: Three principal areas Some brands have a strong coherence while of effort that “translate” the bearing mark others are characterised by big differences From a brand perspective, there are thus into concrete areas of special unifying in- between the internal goals and the external many identities and communities that can terest. reputation. With respect to HTM, we are not and should not be coordinated under • The operational level: A number of con- dealing with a municipality that has signifi- one tight brand. The brand platform and the crete lighthouses that already in 2010 can cant qualities – but also a rather unclear, un- subsequent communication activities there- be starting points for concrete external dercapitalised reputation. HTM should the- fore have pragmatic content where focus is branding activities with concrete target refore be profiled with point of departure in on the common denominators that charac- groups, concrete media/channels, etc. the qualities which exist and can be further terise the overall geographical area: Hoeje- developed. Taastrup. The project has had a steering commit- tee with the chief executive as chairman Externally, the goal of branding is to attract Method: Corporate branding and LEAD Agency as an external consul- and keep the external interested parties – Brand Strategy 2010 is the result of a special tant. The process has contained scheduled with respect to Hoeje-Taastrup, for instance method where the branding – in order to be meetings in the steering committee sup- citizens and businesses. However, branding credible – necessarily contains elements of plemented with workshops for the project is as much about the internal conditions: group as well as the working groups and the Instead of merely leading the employees • Communication – what we say broader employee groups, with a total of five with firm rules and sanctions, the organi- • Symbols (aesthetics) – the way we look producing half-day workshops and two large sation can let culture and vision be bearing • Behaviour (activities) – what we do employee meetings. marks to the leaders’ and the employees’ independent and focused decisions. The The process The Method: Message hierarchy employees’ motivation is increased and they Moreover, Brand Strategy 2010 is the re- 1. The strategic level: Bearing mark work as ambassadors for the organisation sult of a special process from September- 2. The tactical level: Three areas of effort when they meet citizens and external inte- January 2010 where about 140 leaders and • Space – nature, culture and experiences rested parties. employees, through focus on communicati- • Development – business, technology and on, aesthetics and activities, have narrowed market place Hoeje-Taastrup is a lot of things down the precise contents of the brand and • Connection – traffic, network and connec- Hoeje-Taastrup Municipality (HTM) is the the communication platform – in three levels: tion sender of the brand strategy. However, it is • The strategic level: The town’s bear- 3. Operational level: A number of concrete essential to note that the municipality in this ing mark (which is a “translation” of the activities. respect is the administrative unit of a rather town’s vision with the inclusion of the complex, geographical region consisting of, interests of the target groups and the in- among others, terested parties). The role of the bearing

7 3.3. Brand platform

Hoeje-Taastrup: Facts by and Ishøj. At the same time, the income is nal retail trade centre in that the trade here is Hoeje-Taastrup Municipality is characteri- lower than the average income in the overall directed at people from the entire metropoli- sed by a dynamic business life with its own metropolitan region. Compared to the over- tan region and large parts of Zealand. Speci- special profile, a highly attractive location in all metropolitan region, there is a high share fically, more than 70 % of the total shop area relation to the regional net and a historical of foreign citizens in Hoeje-Taastrup Munici- in the municipality is directed at the entire town development marked by many and pality. This share has increased through the metropolitan region. With respect to sale constant changes. 1990s and 2000s. goods, the regional trade comprises almost 90 % of the shop area. The municipality formally consists of the Overall: The socio-demography of Hoeje- railway towns Taastrup, Hoeje-Taastrup and Taastrup is similar to that of the other mu- Landscapes Hedehusene, among others. The municipa- nicipalities in Vestegnen (the area west of Hoeje-Taastrup is geographically placed in lity also consists of several villages such as Copenhagen). the “Roskilde finger” about 20 km. from the Marbjerg, Soderup, Vadsby, Fløng, Senge- centre of Copenhagen. When going from løse and Reerslev, etc. Employment and business Copenhagen City towards Roskilde, the In Hoeje-Taastrup Municipality, there is ge- landscape is first characterised by a closely In practice, Hoeje-Taastrup today is charac- nerally a surplus of jobs compared to the built up area which continues into Vester- terised by the character of its town- and hou- number of employees. bro (the western part of Copenhagen City). sing areas, landscapes and traffic veins, its After Vesterbro, the suburban area begins population and its business life and workpla- The majority of the workforce, that is, people with Hvidovre, Rødovre, Brøndbyøster, Glo- ces, rather than by “old” village boundaries. employed both in and outside Hoeje-Ta- strup, Albertslund and Hoeje-Taastrup. The There are a variety of characteristics that to- astrup Municipality, is categorized as sala- landscape then becomes more open before gether are the result of active town planning, ried employees in non-superior positions. Hedehusene begins. After Hedehusene the- coincidences, individual enterprise and the This is directly linked to the fact that a very re is another piece of open land before the practical course of history. When branding high share of the citizens in Hoeje-Taastrup market town Roskilde begins. the town to new citizens and new busines- are employed in private trade and service ses, this should necessarily be the point and in traditional public welfare jobs such The landscape surrounding Hoeje-Taastrup of departure, that is, the town’s concrete as teacher, social worker, nurse, home help, can on one hand be described as a windy, identity – and not least the forward-looking social and healthcare assistant, etc. open and flat landscape with fields, woods aspects, that is, the dimensions that should and creek valleys. The transition between be developed in the future. The image of Hoeje-Taastrup as a town the different landscapes can seem diffuse that has business focus on trade, office and because the transition from one landscape Population transport is influenced by two tendencies. to another is unnoticeable – like the transiti- 47,740 people lived in Hoeje-Taastrup Mu- The first is that most of the companies have ons between country and town and farming nicipality on 1 January 2010. This number less than 20 employees and that more than areas and housing areas without any clear is significantly lower than anticipated in the half of the companies in the municipality are marking. overall plans from the 1970s, but it is not an concentrated in trade and office. The second expression of oozing; it has been constant is that far more than half of the total retail tur- On the other hand, the landscape in Hoeje- for about a decade. nover comes from City2, IKEA and the area Taastrup can also be described as charac- around Hoeje Taastrup Station. terised by large recreational areas such as The average income in the municipality is Hedeland, Vejleådal, Vestskoven and Hak- lower than in Glostrup and Vallensbæk but This last tendency is very much adding to kemosen that are all part of the big regional higher than in Hvidovre, Albertslund, Brønd- the reputation of the municipality as a regio- leisure landscape in Vestegnen.

8 Traffic • Train service; Hoeje-Taastrup is serviced finished part of Ring5 (route 243), Roskil- Hoeje-Taastrup is well placed in relation to by the S-trains B, B+ and Bx. It is esti- devej (route 156) and there is good ac- the traffic net. Private motoring, business mated that on average there are more cessibility from O4. The municipality has transport and public transport all have easy than 10,000 “get ons and get offs” at Ho- around 170 km. of municipal roads and access. This is important to Hoeje-Taastrup eje Taastrup Station on a normal week- 160 km. of private roads because there is a positive commute to the day and that about 20-30 % of the people • A well developed path system; pedestri- municipality because for instance IKEA and who do not live but work in the municipa- ans/cyclists can use 120 km. of cycle City2 are significant traffic attractions and lity choose the train over the car paths and 150 km. of pavements and because Hoeje-Taastrup Transport Centre is • Bus service; Hoeje-Taastrup is serviced walking paths a significant business area. The traffic struc- by more than 15 bus lines ture of Hoeje-Taastrup can be described as • Car traffic; HTM is centrally placed in rela- follows: tion to Holbækmotorvejen (route 21), the

3.4 Identity

Like the identity of an organisation and other • Its history - a mix of villages in a traditional have characterised not least non-profit hou- communities, the identity of a town is created rural area and a relatively new and massi- sing areas also in Hoeje-Taastrup – Tåstrup- in the cross field between the town’s culture ve town planning with tens of thousands of gård. The fact that some of the incidents are and vision and the reputation the town has new citizens without historical anchoring in also created by the media does not change among its interested parties. In other words, the area. the essence: The general image of Hoeje- identity is the result of a dialogue with the • Its culture - which is narrowed down with Taastrup is also characterised by the nega- surrounding world, which the town can take point of departure in the concepts from tive dimensions associated with Vestegnen: a strategic stand on. the so-called “life form analyses”. Hoeje- “Ghetto formation”, gang crime, etc. Taastrup is characterised by the indepen- Identity is unique, also to Hoeje-Taastrup, dent life form (farming, owners of very Overall, from an external perspective, there and identity is what will differentiate the town small companies, self-employed work- are probably two possible reflections where from its competitors, that is, other towns. To men, etc.) and the wage earner life form the latter can be a productive building block put it simply: When you have narrowed down (skilled workers, people with middle-range in active identity communication: the identity, it is possible to consciously initi- training working in the welfare sector, etc). • Hoeje-Taastrup as a random, messy su- ate processes and work methods that make • Its goals and visions - which, with point of burb without a physical centre – with citi- it possible to use the identity in a productive departure in the town’s formal vision (Vi zens who resemble the cliché of “Vesteg- way, to make it a virtue internally among the lever her og nu – med ansvar for dem der nen”: Traditional working class, many town’s citizens and employees and to use it kommer efter os), are focused on both the citizens on transfer income, housing externally as a competition parameter. expansive/developmental oriented and areas with low status, etc. the community oriented. Also in the case of Hoeje-Taastrup, identity • Hoeje-Taastrup as a dynamic town filled can be narrowed down to three dimensions: All in all a composed identity influenced by with citizens who in the socio-economic • History a tumultuous historical development – but sense of course do not belong to the elite • Culture there are also a number of common denomi- but who share a relatively entrepreneu- • Goals and visions nators regarding the active and entrepreneu- rial, active life style. rial aspect. Together with Hoeje-Taastrup’s image - the With respect to the surrounding world, that History notions and prejudices that the town is sub- is, Hoeje-Taastrup’s external reputation, Broadly speaking, HTM’s history has four ject to - the three elements create the town’s previous analyses, including 11CityDesign’s chapters, and they are all about people overall identity 2008 analysis, have focused on a “neutral” using the existing nature and landscapes although somewhat “unclear” reputation. to build the town: There were the people In the following, it will be argued that histo- There is hardly any doubt that this image of the Iron Age who built farms and villa- rically and culturally, Hoeje-Taastrup can be has been under attack by some of the violent ges on the fertile soil. There were the free described through and destructive incidents which unfortunately farmers who were actually merchants and

9 sold goods in Copenhagen. There was the tests in order to make space for apartment trade centre and people from the entire re- railway that came to Hoeje-Taastrup in 1847 housing areas such as Gadehavegård. gion came to visit the many shops or to go and became significant for the development to the cinema. Later came DBS’s plans to of Hoeje-Taastrup because it strengthened The modern suburb was developing. In extend the S-train railway to Hoeje-Taastrup, Taastrup’s development as a commercial 1966, a number of private companies for- and in 1986, the new railway station – Hoeje town while Hedehusene with its many oc- med “Kommanditselskabet” at the request Taastrup Station – was opened. currences of clay and gravel experienced a of the then mayor. The company bought up significant growth as an industrial town with roughly 545 acres of land and made public Today Hoeje-Taastrup’s history is also being teglværket (tileworks) and other industries. their plan to build a gigantic shopping cen- written. There are plans to develop the area HTM has developed in interplay with Copen- tre with two parallel centre roads with a total around Hoeje Taastrup Station and City2 by hagen because of the position in the point of 12 roadways. Today, Skåne and Blekinge building shops and cafés and establishing of intersection between the railway, Køgevej Boulevard are traces of that original plan. squares and cultural activities. Hedehusene and Roskildevej. will soon be subjected to a neighbourhood The idea with Hoeje-Taastrup was to create lift and the new part of town “Vision Gam- The fourth chapter is about the modern su- a counterpart of Copenhagen’s city centre, melsø” is on the way. There is also a large burb and the tens of thousands of new citi- hence the name City2. In the most exten- area for new, regional, leisure activities rea- zens who have settled here since the ending sive plans, the Folketing (the Danish Par- dy for investors with exciting projects. of the 1960s. Hoeje-Taastrup Municipality liament) and other large, state institutions was established in 1970 by uniting the old were meant to move out there. The moving Culture Hoeje-Taastrup Parish Municipality with Re- out of state institutions and other parts of the In modern Danish society, the life form ana- erslev Parish (from Reerslev-Vindinge Muni- comprehensive plans were never carried lyses operate with three “clean” types: cipality) and Fløng Parish (from Hvedstrup- through. City2, which was the biggest shop- • The wage earner life form, which is cha- Fløng Municipality) and a small area from ping centre in Northern Europe at its opening racterised by a distinction between work Roskilde Municipality. After heated debate, and for many years onward, was opened in and leisure time. The dominating occupa- Sengeløse Municipality was incorporated 1975 and has been extended several times tions can for instance be as skilled worker into the municipality in 1974, which means since. The goods depot was not moved from or as an employee with middle-range trai- that today the municipality consists of 14 old Copenhagen, like DSB (the Danish State ning working in the welfare sector. villages and three railway towns originally Railways) had wanted, but in return, Hoeje- • The career life form, which is characteri- from three different districts. Taastrup Transport Centre was established sed by being product-developing, suitable with direct access to both railway and motor- for management and having the expertise In its historical development, Hoeje-Taastrup way. Many transport companies have settled that enables a company to do well in the is connected to Roskildevej, which was fou- here and it is difficult to find space for more. competition with other companies. Few nded in 1200, but until 1960, Hoeje-Taastrup people have these qualities. Challenges, is merely a modest group of houses situated The new part of town surrounding Hoeje Ta- the freedom to act, self development and around the church in the form of the villa- astrup Station from 1986 was affected by the mobility are central to the career life form. ges Hoeje-Taastrup and Kragehave. Thus, recession of the 1990s and developed much Work is the goal. Any other activity is a Hoeje-Taastrup was not part of the original slower than predicted – yet during the first means of advancing work or unwinding “finger plan” from 1947. decade, more than 10,000 new jobs were and recharging. established in the town of Hoeje-Taastrup. • The independent life form, which is cha- Hoeje-Taastrup starts developing into an Hoeje-Taastrup is rich in companies – and racterised by no distinction between work actual town in 1962 when it becomes part with roughly 32,000 jobs, there are also jobs and leisure time. Instead, work is seen as of the capital’s town planning. In 1965 there for the about 16,000 people who each day a day’s work. The owner is permanently were thus 16,000 inhabitants in the munici- make use of the good road and train con- responsible for the company. Conversely, pality; a number which was then believed nections and commute to work in Hoeje- the owner is free to plan the operation of to rise to 74,000. The municipality concen- Taastrup. the production unit. The company is or- trated on the new suburbanites. New li- ganised among few (for instance family), braries and sports facilities were built. The As mentioned, the new shopping centre private economy and company economy S-train railway was extended to Taastrup City2 was opened in 1975 and when Hol- are linked and the transfer of the company and recreational areas such as Store Vejleå- bækmotorvejen was finished in 1976, it from one generation to the next is key. dalen and Vestskoven were planned. Farms was possible to drive directly to the regional were bought up and torn down under pro- shopping centre – City2 became a regional

10 Hoeje-Taastrup is characterised by dimensi- the next 12 years. The developmental stra- Hoeje-Taastrup. A municipality ons of both the independent life form (owners tegy is based on these overall themes: in the metropolitan region of small companies, self-employed workmen Business life in development and some of the employees in sale/service, Hoeje-Taastrup. A sustainable Growth through co-operation etc.) and the wage earner life form (skilled municipality workers, employees in sale/service, people A good place to settle, work and live. The Town Council has adopted this vision for with middle-range training employed in the A healthy place to be. the branding of HTM: Vi lever her og nu – welfare sector, etc.). A municipality with a healthy economic de- med ansvar for de der kommer efter os (We velopment. live here and now – with a responsibility for There are big differences between the two those who come after us). life forms, also historically, but the common Hoeje-Taastrup Municipality. denominator can be said to be an entrepre- Wide settings neurial and active approach to both working The towns are the settings for everyday life life and leisure time. and development. New town development in Hedehusene. Goals and visions The open land – the setting for a healthy and HTM’s “Udviklingsstrategier 2010-2022” active life. (Developmental strategies 2010-2022) plot the course for the development of HTM over

3.5. Communication Platform

To the extent it has been possible, the “translation” of this vision, the goals and the Clusters communication platform of the project has strategies that make sense to the external In the branding project, there has been focus been developed by the participating leaders target groups. The bearing mark is also the on qualifying and nuancing the suggestions of the project and employees from HTM, guiding star that sets the course for areas for lighthouses that 11CityDesign presented who through workshops and meetings have of effort and concrete lighthouses/activities. in its report. narrowed down and put words on: During the project, it has been acknowled- • The overall bearing mark – the strategic Areas of effort ged that Hoeje-Taastrup’s lighthouses in level The three areas of effort are elaborations of themselves typically do not have such a • 3 special areas of effort – the tactic level the bearing mark and set the frame for the strong brand value – for instance by being • Lighthouses and activities – the operative branding activities. It is thus the three areas of unique, national quality – that they as in- level of effort that determine if and how a concre- dividual activities can contribute to attracting te activity should be part of the branding of citizens and companies to the municipality. Together these three levels make up the Hoeje-Taastrup. However, the activities and lighthouses can communication platform. The linguistic roles form clusters that have the potential to brand of the bearing mark and the areas of effort Lighthouses/activities Hoeje-Taastrup. A cluster is a position of are to guide, prioritise and lead the internal Lighthouses and activities are the qualities, strength formed by a group of lighthouses/ communication and its many individual ac- products and services that in a concrete activities which have the potential to attract tivities. way can serve as basis for the external citizens and companies. It could for instance communication. If a lighthouse/activity is be a culture cluster consisting of cultural in- Bearing mark to be relevant in a branding perspective, it stitutions, associations, etc. or a business In autumn 2008, the Town Council adopted needs to build on actual strengths that are cluster consisting of companies with a spe- the vision: Vi lever her og nu – med ansvar documentable, and it has to be able to be cial profile or in a certain line of business. for de der kommer efter os (We live here communicated to the relevant target groups and now – with a responsibility for those in a meaningful way. who come after us). The bearing mark is a

11 3.5.1. Bearing mark: The town for active people

Hoeje-Taastrup’s bearing mark takes a na- in movement and which today has a com- areas of effort that will be described in the tural point of departure in the town’s brand mercial focus on trade and transport) and following pages: – that is, its identity (history, culture, vision) spaciousness (a town that has room for • Space – nature, culture and experiences and the goals and target groups that have everybody and that through its nature and • Development – business, technology and been identified. leisure activities can offer the possibility for market place at healthy and active life style). • Connection – traffic, network and connec- The bearing mark embodies the entrepre- tion neurial aspect (a town born and created The bearing mark is elaborated in three

3.5.2. Area of effort 1: Space – nature, culture and experiences

“Byen bygges og bruges, hele tiden – histo- In short: Hoeje-Taastrup has always been people of the Iron Age who built farms and rien lever i HTK” undergoing change – mostly because times villages on the fertile soil, (2) The free far- have demanded it. The town is constantly mers who were actually merchants and sold (The town is constantly being built and used being built and used – that is its history. goods in Copenhagen, (3) The railway that – history lives in HTM) strengthened Taastrup as a commercial Activities/lighthouses town and brought industrialisation to Hede- As an area of effort, the participants in the The project has identified a number of activi- husene, (4) The tens of thousands of new project have chosen to prioritise the pos- ties/dimensions - lighthouses - that express citizens who settled here from the ending of sibilities for engaging in culture and nature and concretise the area of effort Space and the 1960s. The story bouquet contains: that Hoeje-Taastrup offers. To put it simply: to a high extent have the potential to be part Hoeje-Taastrup provides the setting for a of the branding of Hoeje-Taastrup. Nature experiences practical, active and physical life – as has HTM is rich in open land and green areas, been the case since the town appeared in The lighthouses are: including Hedeland, which is a large and the historical sources for the first time. • Historical sources and “stories” distinctive nature and open-air area which • Nature experiences houses a number of activities – among these Through an entire millennium, Hoeje-Ta- • Cultural and associational life is perhaps the most beautiful theatre in Den- astrup has been built and changed by people • Vision Gammelsø mark. It takes further development to realise who have always created their life conditions the full potential of the area and Hedeland from the existing landscape and nature. HTM’s history should be further opened to the surrounding It is important to emphasise the historical world. Hoeje-Taastrup is a place that has always dimension, and it should take its point of been used by people who have moulded departure in the area’s history and soul. HTM has about 30 nature and park areas existing landscapes into practical life con- 11CityDesign’s analysis fastens on the root- that are easy to access, including Hakke- ditions; in the beginning farms and villages, less quality of Hoeje-Taastrup’s citizens, but mosen and its many possibilities for family burial mounds and churches – later recrea- there are many stories to tell – about cultural activities. tional areas, path systems, roads, housing inheritance and about a town with an entre- areas and shopping centres. And history is preneurial and enterprising aspect. HTM has an extensive net of cycle paths still being written – now as a story of the fu- and plans of extending the net even further ture. HTM’s history has four chapters that each by establishing a net of cycle paths (which can and should be told: (1) There were the is described under the area of effort “Con- nection”).

12 Cultural and associational life as social ness and the many networks are characte- where sustainability, health and quality of and cultural meeting places ristic of Hoeje-Taastrup. Here is a live and life are central. Hoeje-Taastrup Municipality Throughout the project, it has been under- close neighbourhood, a town centre where will also improve the existing town to make a lined that Hoeje-Taastrup has a rich and you meet your fellow townsmen and a social basis for the town’s development and growth active cultural and associational life, which scale which is humane – contrary to many and thereby create all new conditions for the is aided by a high municipal expense level other suburbs, here you can live a complete good life. (the second highest per citizen in Denmark). life your whole life with close, social relati- Taastrup Theatre is central and so is the ons. municipality’s various cultural and children’s festivals and creative schools. Vision Gammelsø In the coming years, Hoeje-Taastrup Muni- There are a little less than 300 registered cipality will create a whole new part of town associations in the municipality. The close- south and east of Hedehusene Station,

3.5.3. Area of effort 2: Development – Business, technology and market place

Hoeje-Taastrup is born in development and in traditional public welfare jobs such as • Business transport: This line of busi- today the town also lives in the interaction teachers, nurses, etc. ness contains companies occupied in between people – as a modern, cultural and storage, logistics, transport, distribution, commercial market place. Hoeje-Taastrup • The town’s business focus is generally on etc. Several of these companies are lo- has a number of companies with exciting retail trade and office. cated in Hoeje-Taastrup Transport Centre jobs where they try new things and do not – among others the future Copenhagen hesitate to do things differently. Hoeje-Ta- A good metaphor for Hoeje-Taastrup’s busi- Markets, Carlsberg and Danske Fragt- astrup even has a national leading position ness profile is “the market place”. The mar- mænd (Danish Carriers). In the future, the in business service and retail trade. ket place is on one hand characterised by combi-terminal will have even greater sig- many small companies with less than 20 nificance to transport and logistics - there The market place is the overall metaphor: employees and on the other hand by the are only two combi-terminals in Denmark. The market place where you do business. fact that far more than half of the total retail And the market place which is about more turnover comes from City2, IKEA and the • Business service: This line of business than trading goods. The market place is con- area around Hoeje Taastrup Station. Big and contains back-office and other support versation, the meeting between people and small together. functions for companies in finance, insu- the exchange of information. rance, accounting, counselling, etc. – for If we look closer, the market place has busi- instance ALKA, TDC, Danske Bank and Activities ness focus on three areas: Nordea. If we want to describe Hoeje-Taastrup as a • Retail trade: HTM is among the leading business town and work place, the statistics municipalities in Denmark – and half of The three areas contribute to the municipa- offer us clear indications: the companies in the municipality are lity’s reputation as regional retail trade cen- • There is a surplus of jobs compared to occupied in trade and office. Because tre to a high extent. It is from here, business the number of employees. In other words, of companies such as IKEA and City2, is directed at the entire metropolitan region people come here – also to work. Hoeje-Taastrup is a regional centre for and large parts of Zealand. • A very large part of the workforce is shopping goods trade. employed in private trade and service and

13 3.5.4. Area of effort 3: Connection – traffic, network and mobility

As an area of effort, the participants of the and that is a strength. The municipality con- (peace). This practical function is important project have chosen to prioritise Hoeje- tains local, regional, national and internatio- – but in order to be able to realise the po- Taastrup’s position as a traffic and mobility nal traffic connections as well as motorways tential as a lighthouse, the function should junction – that is, as an indisputable strength going south, north, east and west. Copenha- be combined with the aesthetic and experi- of course, although the “story” of the traffic gen International Airport (in Kastrup) is only ential dimension: the resource-strong citizen town Hoeje-Taastrup could probably also 35 minutes away – and there is a direct train wants more than to go from A to B – he/she be told in a negative way. To put it simply: connection from Hoeje Taastrup Station. also wants an experience. Hoeje-Taastrup has the best location in Denmark for people who want to commute, Another dimension is the more mental mea- Cultural and associational life as social travel or just take advantage of the munici- ning of connections and network society – a and cultural meeting places pality’s nature and leisure activities. Close to mental mobility and a readiness for change. Throughout the whole project it has been the capital – Hoeje-Taastrup is convenient to Hoeje-Taastrup is a town that is constantly underlined that Hoeje-Taastrup has a rich both citizens and companies. From Hoeje- changing and moving – open to the sur- and active cultural and associational life. Taastrup, business life has easy access to rounding world. Taastrup Theatre is central and there are a all of Denmark and the rest of Europe, not little less than 300 registered associations least the Øresund Region. Activities in the municipality. The closeness and the The project has identified a number of acti- many networks are important parts of Hoeje- In this respect, “connections” become one vities which express and concretise the area Taastrup’s characteristics. Here is a live and of Hoeje-Taastrup’s characteristics. When of effort Connection and have the potential close neighbourhood, a town centre where researchers now describe society as a “net- to be part of the branding of HTM. you meet your fellow townsmen and a social work society”, they do so with point of de- scale which is humane – contrary to many parture in the internet, which ties the globe Hoeje-Taastrup Cykelring (cycle ring) other suburbs, here you can live a complete together, and the notion that ideas and ex- One of Denmark’s most well developed cy- life your whole life, with close social relati- periences are shared between groups of cle path systems is on the way: The Town ons. people who are connected in other and more Council has made a decision in principle to flexible ways than previously. create a net of cycle paths. The net of paths This activity is described under the area of will make it possible to experience both na- effort Space. One dimension is Hoeje-Taastrup’s good lo- ture and towns in Hoeje-Taastrup through a cation and infrastructure: close to the motor- path system with services. way, Roskildevej, three stations and a well developed path system. It is easy to go to Regional location and from Hoeje-Taastrup and it is easy to Hoeje-Taastrup’s location is unique with re- move around within the municipality, which spect to connections to the capital, the air- is a practical advantage in busy everyday port, etc. Hoeje-Taastrup is centrally located life. Concretely, Hoeje-Taastrup is a regional in relation to country and town – close to junction for transport, traffic and business – both Copenhagen (city pulse) and nature

14 In the following analysis involving the empiri- cal case of HTM Concrete, we look at • Facts • Identity, image, marketing and branding • Possible narratives

4.1 Facts: Institutions, companies

During the years several big concrete indu- HTM is in the process of developing a new HTM Concrete include stries and subcontractors have been situ- part of the city – Vision Gammelsø in Hede- • Producers and manufacturers of concrete ated in HTM in and outside Hedehusene and husene. Concrete is an important building- products, stone and inventory elements; thereby constitute an important part of the material, and therefore the municipality want • Purchasers, i.e. construction businesses, history and identity of Hedehusene. to support creativity and innovation in the advisors (arkitects etc.), designers etc. concrete sector. Concrete is a sophisticated material which can be used creatively and be a driver for growth.

4.2 Identity, image, marketing and branding

Above, we have defi ned place marketing and In relation to our HTM Brand-analysis, the Taastrup – Tåstrupgård. However, over- branding as ways to infl uence how people following can be noted: all, from an external perspective, Hoeje- perceive the identity of a place, and, in turn, • Identity: All in all a composed identity Taastrup as a dynamic town fi lled with infl uence their decisions on where to work, infl uenced by a tumultuous historical de- citizens who in the socio-economic sense live, and spend leisure time. In geography, velopment – but there are also a number of course do not belong to the elite but the term “spatial cognition” is used for the of common denominators regarding the who share a relatively entrepreneurial, knowledge of places by people. In particular active and entrepreneurial aspect. active life style. behavioral geography explicitly acknowled- • Image: The image of HTM fi nds it arche- • Marketing: The concrete sector ban be ges that people have selective, incomplete, typical symbol in the concrete sector: marketed through channels like adver- and colored knowledge and views of places. Physical and productive. There is hardly tising, lobbyism and the design of the any doubt that this rather positive image built environment, i.e. design and urban Place identity and image, and a city’s image- has been under attack by some of the vio- aesthetics. More precisely, the project making by branding and city marketing, are lent and destructive incidents which un- has emphasized a strategic communica- shown to infl uence the location choices of fortunately have characterised not least tion method which draws upon (1) what fi rms and workers. non-profi t housing areas also in Hoeje- we say, (2) symbols – i.e. the way we look

15 and (3) behavior/activities – what we do. its external reputation.With respect to point of departure in the qualities which • Branding: Branding is more than mere HTM, we are dealing with a municipality exist and can be further developed. Bran- marketing or PR. Branding is about crea- that has significant qualities – but also a ding tools include, also with reference ting coherence between for instance a rather unclear, undercapitalised reputati- to the concrete sector, slogan, logo and town’s culture and activities, its goals and on. HTM should therefore be profiled with story.

4.3 Possible narrative

In relation to possible narratives, one can Narrative 2: “Otherness”: This narrative will take place in Hedehusene (Vision Gam- note the following: does not seem to apply to HTK. HTK con- melsø) and here the municipality will support crete is mainstream rather than distinguis- new and creative ways of using concrete. Narrative 1: “Manyness”: Historically HTM hed, avant-garde. However, the aim of the Historically Hedehusene has a traditional may have had a critical mass of businesses CCC-project is largely to focus on Otherness identity of wage-earning and salaried emplo- in the concrete industry. However the initial by bringing creatives into the concrete busi- yees and does not as such have a creative research of this project has shown that con- ness and support new and creative ways of identity. The aim of the CCC-project is to crete is a regional rather than local field of using concrete. develop the identity of Hedehusene through business. However Danish Technological activities, which will shed light on new and Institute and its concrete lab is situated in Narrative 3: “Vernacular culture”: In- creative possibilities for the development of HTM. Also a number of concrete businesses deed, HTK history – and Hedehusene’s in the city and the businesslife. are still situated in HTM and the develop- particular – provide the city with an identity. ment of a new part of the city is on the way. of entrepreneurship. Hedehusene is of spe- Narrative 4: “Visual distinctiveness”: Not HTM may have the potential of being a faci- cial interest to the CCC-project as all the big many big industrial landscapes are left. Ra- litator of a concrete cluster more than being concrete businesses have been situated ther we see sporadic remains of the indu- the domicile for the concrete businesses. here and have formed the historical iden- strial history – remains which can have a big tity of the city. Through close collaboration potential to tell the industrial history of Hede- with creative industries the CCC-project will husene. However, the visual distinctiveness strengthen the innovation capacity of the needs to be aesthetically and functionally concrete businesses, which are located in communicated within the over all branding Hedehusene today. framework. An extensive urban development in HTM

16 In order to strengthen the project’s branding Likewise, several narratives seem to apply • To do this in a planned and orchestrated framework in relation to the Creative City to HTM’s concrete sector: “Manyness” (HTM process involving clear project owners- Challenge Project, a number of recommen- as facilitator for a creative concrete cluster), hip, fi xed meetings and creative events/ dations can be noted – drawing on the abo- “Vernacular culture” (HTM’s and Hedehu- workshops, data fi nding etc. ve analysis: sene’s history) and “Visual distinctiveness.” The orchestrated process serves two pur- HTM Concrete does indeed apply to crite- Here, the visual distinctiveness needs to be poses: Ensuring the project’s success. And ria listed in classical identity, image and aesthetically and functionally communicated instead of merely leading the employees branding methodology: The brand can be within the over all branding framework. with fi rm rules and sanctions, the organi- communicated. However, HTM Concrete sation can let culture and vision be bearing needs to identify and employ Moreover, HTM Concrete needs to apply marks to the leaders’ and the employees’ the fi ndings from the Branding of Hoeje-Ta- independent and focused decisions. The • Media plan i.e. marketing channels like astrup Municipality with regard to engaging employees’ motivation is increased and they advertising, lobbyism and the design of local stakeholders in the innovative process, work as ambassadors for the organisation the built environment, i.e. design and ur- i.e. the triple helix of government, education when they meet citizens and external inte- ban aesthetics; and business. rested parties. • Branding tools, e.g. the concrete sector still needs necessary branding tools, i.e. In particular the recommendations are slogan, logo and overall presentation of • To realize the potential of being a facilita- the Story in accordance with the relevant tor of a concrete cluster (i.e. connecting narratives below. businesses, suppliers, and associated in- stitutions in the concrete fi eld) more than being the domicile for the concrete busi- nesses - and

17 Appendix 1: List of concrete companies and organizations

Below you find a list of companies which The list is structured in two parts: Producers Consumers are businesses within the con- are of interest to the Creative City Challen- and Consumers. struction field, master builders, advisors ge-project. Geographically Taastrup is the (e.g. architects) and designers. point of departure with Zealand as the sur- Producers are concrete-producers, factorys rounding area. producing elements and producers of stones and furnitures. Number of employees includes the whole company – i.e. inside and outside Zealand.

Producers

Concrete producers Aalborg Portland A/S Rørdalsvej 44 Postboks 165 9100 Aalborg 9816 7777 Ready-made concrete DK-Beton Fredensvej 40 Ca.200 4100 Benløse Ringsted 8727 0999 Unicon Islands Brygge 43 Big company – part of Aalborg Portland Postbox 1978 2300 Kbh S 7010 0590 Concrete elements Spæncom A/S Akacievej 1 Ca.500 DK-2640 Hedehusene 8888 8200 K-element Kähler A/S Ca. 25 Teglværksvej 1 4220 Korsør – 58 38 00 15 Dragsholm Beton A/S Ca.30 5965 0400 2815 6656 Gammelrand Beton Gammel Skovvej 6A Ca.50 4470 Svebølle 59 28 01 00 Karlshøj Bloksten A/S Karlshøj 14 4733 Tappernøje 55 56 42 15 Stones IBF IBF Hedehusene Ca.100 Beredskabsvej 12 2640 Hedehusene 46 75 77 88 Fran-Sten Aps Håndværkerbakken 1-3 3 Sengeløse 2630 Tåstrup

18 Farum Beton A/S Bygmarken 24 Ca.50 3520 Farum 44951544 Wewers A/S Centervænget 19 Ca.100 3400 Hillerød Tlf. 72 13 44 00 Fibre concrete and furnitures (table tops etc.) BB Fiberbeton A/S Hjørnegårdsvej 10 Ca.20 4623 Ll. Skensved 5616 8008 DK Concreto aps Højvangsvej 7 <10 2640 Hedehusene 50 57 94 85 Christian Hansen 2

Consumers

Landscape gardeners Gartnergården Gulddyssevej 59 4000 Roskilde B.J. Jensen og Sønner Mørkhøj Bygade 34 2860 Søborg Martin Lundberg Baldersbækvej 8c 2635 Ishøj KJ Brolægger og Entreprenør Walger Holm 7 3500 Værløse HNN Entreprenørfirma Ourupgade 22 B 4640 Fakse A. Walther Jensen Gl. Køge Landevej 877 Postboks 135 2665 Vallensbæk Strand Michael Møller Mortensen Hassellunden 10 2765 Smørum Architects 3XN Strandgade 73 1401 København K Henning Larsen Vesterbrogade 76 1620 København V Bjarke Ingels (BIG) Nørrebrogade 22 2200 København N Friis & Moltke A/S Galoche Allé 14 4600 Køge Dall & Lindhardtsen A/S Strandgade 73 3000 Helsingør Lundgaard & Tranberg Arkitekter A/S, Pilestræde 10, 3. sal, 1112 København K Arkitema Forbindelsesvej 12, 2100 København Ø Designers and artists Tatiana Lyng, F L Y V S K Arthur Steijn Lise Damsager Hansen Klaus Melsing, 3Dfacto Karin Schou Andersen Hanne-Louise Johannesen, Diffus Susanne Grønlund, Grønlund Design Peter Werner Hansen, MOEF Esben Klemann Peter Böttger

19 www.creative-city-challenge.net

Partners Published by Contact for further information • Hamburg University of Applied Sciences Høje-Taastrup Municipality (Koordinator, DE) Bygaden 2 • WFB Wirtschaftsförderung Bremen 2630 Taastrup GmbH (DE) Denmark • City of Oldenburg (DE) Photos: Charlotte Brøndum, Klaus Sletting EU- and projectmanager Lars Dyreborg • Kulturetage Oldenburg GmbHg (DE) Jensen, synligbeton.dk, Høje-Taastrup Gunslev • Municipality of Groningen (NL) Municipality. Høje-Taastrup Municipality • Delft University of Technology, OTB Re- Bygaden 2 search Institute (NL) 2630 Taastrup • Intermunicipal Association Leiedal (BE) Denmark • DESIGNREGIO Kortrijk (BE) Phone: + 45 43 59 18 05 • HOWEST University College (BE) E-mail: [email protected] • Høje-Taastrup Municipality (DK) www.htk.dk • Dundee College (GB) • Newcastle City Council (GB) • TILLT, Västra Götaland (SE)