BrandFund City P.10
THE TEMPLE Niels Sander Tempelaars X Creative Industry
skate
Creative Industry Issue
CycleSpcae Steven Fleming p.18
Vol. 02 June 2016
travel
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If we protect our land, take care of our country, we will have a better standard of living
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- Ramon Navarro
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BRAND ESSEN
Who is the temple?
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HE TEMPLE, originated by Niels Sander Tempelaars a student of the faculty of Creative Business - Leisure Management for his individual project during Concepting & Events Minor. During this minor, a moment of enlightenment came to mind. As a young kid, I grew up knowing two different cultures and the beauty of. This means that I’ve seen the better side of the world and the worst side. Most of my mom’s family came from a decent village families that lives in Sukabumi, West Java, Indonesia. Whereas, my dad’s family came from the a wealthy Dutch business minded family. Though my father changed the whole mentality of his family, and began to appreciate the different lives we all live. I have always been thought as a young kid that giving back to the ones in need is as important. Therefore, staying humble towards others is the key
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to the happiness of my life. This is also came from my Muslim background, where every Ramadhan our family always donate and give back to the ones in need such as orphans and less fortunate citizens their basic needs. These types of mindset has been embedded in how I treat others and how I want to be treated by others. Later in life, as I grew up as an adolescence, I notice something great that has become part of my life and hobby till present, Skateboarding. The influence of skateboarding is so tremendous towards lifestyle and how I perceived the world as an adult. Freedom and living life the way I wanted is so affected by skateboarding, and how it opens my mind towards adventurous life. Having to grow up with a lot of free time — parent’s busyness with their business — I had most of time being outdoor, finding spots to skate, going to the woods, and pursuing the life of a free young man. The whole notion of freedom is what brings me to venture the world of unknown, finding paths throughout my life that would satisfy and bring me happiness. The idea of THE TEMPLE emerges to depict that value and meanings of my life on how to appreciate life and its beauty upon all the differences. It is to show the wonderfulness of the world as it is. Therefore, most of the insights of the magazine is shown through a lot of traditional
As an individual, my aim in life is to find the job within the field of extreme sports and cult-clothing companies that shares the same values as me. This might be the start of my journey, and I have a long way to go to strive for my dream. The journey doesn’t end here, it has just begun.
Buckle up! and Enjoy the ride! Written by: Niels Sander Tempelaars
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related features such as the cover, content, elements, patterns and overall look ‘n’ feel of the magazine. In addition, THE TEMPLE also tries to bring some of the modern elements of skateboarding related designs into the magazine. Creating both traditional and modern elements as the core of the design.
The whole notion of freedom is what brings me to venture the world of unknown, finding paths throughout my life that would satisfy and bring me happiness. - N.S.T
CLICK ME!
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My Purpose My aim in life is not to have nothing and not get enough of everything, it is to give back to the people in need, sustain the environment, have enough for my family and myself in any possible way. As represented by this personal brand magazine, the aim is to show what are my perspectives in life that has been cultivated from my background and from where I grew up. As shown through all the ads in the magazine, these are the value of brands that is meaningful to me, as they have common values that depicts my way of lifestyle. Patagonia in the first place is is part of several environmental movements and is a certified B Corp, meaning the company is committed to combatting public concerns (in this case environmental) alongside its profit motive. Secondly, RVCA, represents the RVCA is closely associated with skateboard and surf culture; the company sponsors a skateboard and surf team. RVCA clothing is found in skateboard/surf shops and numerous other shops. They devoted their brand solely to support people within the skate/surf industry, yet plays a huge role in sustaining the ocean’s richness of life. Therefore, my future goal is to be able to work in these types of company that gives a meaningful aspect to mylife. Eventually, when I grow old, when I have enough money to support others and myself, I would like to devote most of my time to the people in the Country I have lived the rest of my life. Creating an impact that would last long for future generations.
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BRAND ESSEN
BRAND E
ESSENCE
My Strengths My greatest strengths in life would be the devotion to my family. I am a family person, in which most of my time is spent for my family and friends. Keluarga in Indonesian means family, in which this word has been dictated to me since I was todler. Keluarga also means togetherness, which indonesians believe is sacred and is the most powerful of all. As Indonesians, we also believe that hardwork is part of our culture. Without hardwork nothing pays off. In order to reach my goal in working on those companies that I mentioned earlier I need to work harder, and that is what we believe as Indonesians. Though a lot of Indonesian has missused their true identity of the culture, most have turned into greedy, egoistic, and self-centered people, where the culture no longer exist in today’s developed ife of an Indonesian. Passionate is also one main key strengths of me, where my focus since early age has been embeded until present. Next, Reliable, is one aspect of my life that I value as a person. Since most people view South East as a third world country and yet the image and act of corruption is globally known. Therefore, as a person I would like to show that my way of being a south east asian/Indonesian is different then the stereotype depicted by most medias. Cooperative, most of all, the culture that I have been brought up with shows how to live as a community and live by the community. Community is the key to every factor of life, in which you can avoid or deny the existence of others. In this way network is build and togetherness as the core value.
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contents 04
Personal Brand Article
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Brand Essence
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Meet You There on How to WOM
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Small Stories
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The roles of Leisure in the city of Amsterdam
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Brand Fund City
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Nike X Portland
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Megan Lee X Philip
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Q&A on CycleSpace with Steven Fleming
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CV NIELS
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Collage/Artwork
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Infographic — What we know about Van der Pekbuurt
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Appendix
The Big Stories
Miscellaneous
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Brands and Cities are increasingly working together to solve urban issues.
This is called the Brand Urbanism, aims to find meaningful ways to give
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an impact, not just advertise
Sponsore by:
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What is Brand Urbanism?
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he trend in brand urbanism frankly plays a huge role within a brand marketing campaign strategy. In addition it gives solution with creative design for an urban city and its complex nature. My expectation of this event is to gain in depth knowledge that would be applicable for my future work field, where the evolution of marketing in a company evolves in collaboration with cities. How does is it implemented exactly? In this stage I would not know exactly, but throughout the seminar hopefully I will get the right answer.
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BrandFundCity is an international event about new partnerships between cities and brands. How do we value this trend? What are the possibilities and the threats? What opportunities does brand urbanism offer Dutch cities? The trend is called ‘brand urbanism’ in urban development. But, what does this mean for the design of cities? Is brand urbanism a clever way of financing urban challenges? Or, does it lead to a further commercialization of urban space?
Expectantly, this seminar will briefly discuss the process of the implementation of their brand strategy and the effect that has been measure throughout different campaigns that has already been done. Moreover, with different experts from different existing brands, it is interesting to know what different measure has been taken into account in order to implement their ‘brand urbanism’ to fit and solve urban issues. It is also interesting to know what exactly were the urban issues they were mentioning.
PORTLAND X NIKE
The aim of brand urbanism is to engage their target audience to the innovative branding techniques. These engagement are usually done through seeing existing urban issues, and then applying a concept that is sustainable for the issue — therefore using the target audience as part of the implementation.
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Without Nike on board, we wouldn’t get the same coverage internationally
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The mass media and advertiser are bombarding us with billboards all over the places. There is a need of something eye-catching and attractive to the target audience that doesn’t necessarily shows logo or brand itself as an ad. Therefore, the notion of Bran Urbanism is coming to mind. It is an innovative idea that tackles urban issues with solution by working together with brands. These brands are mostly well-known existing brands such as Nike, Barclays, AkzoNobel, South West Airlines, etc.
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URBANISM
For the next five years Nike will upgrade the Portland bike-sharing system (that’s now called Biketown) with a capital injection of $10 million. In return all bikes and docking stations in the city will be Nike-branded, which makes the traditional link between Nike and Portland clearly visible on a street level.
BRAND
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ohn Brady is the Director of Communications at Portland Bureau of Transportation (PBOT), and has previously worked for Nike’s communications department. John Brady is responsible for the communication of BIKETOWN, a collaborative bike-sharing project between Nike and the City of Portland
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esse Jop Jorg, founder of WeTheCity and WeThePeople, is an urban innovator and creative producer who has (co-)created numerous urban projects, such as BankjesCollectief, Amsterdam Boiling, De Buurtcamping, and his latest project, the Parkotheek. Jesse examines the implementation and techniques that are essential to create a viral brand urbanism. According to him, there are 15 steps that needs to be considered.
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Big Money Involved The Best Way Wins Government Team Players Brands as Initiator of Urban Projects Brand Urbanism as Bottom-U Strategy Free Publicity as a Revenue Search for Shared Values Brand Urbanism can Bridge a Gap
As Jesse mentioned, Charleroi City in Belgium is dubbed as the ugliest place on Earth has been a great example of Brand Urbanism. The Dutch company AkzoNobel aims to support the Belgian city of Charleroi to become a bit more colorful. The worldleading corporation, that obviously earns its money with producing paint, invests loads of money to add some color to the city that has been ‘officially’ declared the most ugly town in the world. The painting strategy
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9. Share Network 10. Momentum is the Key 11. No Need for an ‘Artificial Partner’ 12. Construction & Program 13. Real Visible Value 14. Every City has a Price 14. Every City has a Price 15. Are we really out?
which has worked very well in Tirana and in the Brazilian favelas before, should make the gray declined industrial urban lay-out of Charleroi a little more happy.
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Brands can be the initiators of Brand Urbanisms
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1. 2. 3. 4.
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hilip Winn is Vice President at Project for Public Spaces, and core team member for the Southwest Airlines Heart of the Community program.
URBANISM
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egan Lee serves as Southwest Airlines’ Senior Manager of Community Programs and Engagement
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Placemaking as defined social cause and catalyst for building sustainable, healthy communities
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Phillip Winn and Megan Lee both collaborated to work on the project of Heart of the Community. The Southwest Airlines Heart of the Community program was developed to support and activate public spaces in the heart of cities. Launched in April 2014, the program aims to support Placemaking – a movement that reimagines public spaces as the heart of every community. Their main focus on Brand Urbanism is to help communities across the country to bring new life to their public spaces, transforming them into vibrant places that connect people and strengthen communities. Moreover, it is to raise mainstream awareness of Placemaking as a defined social cause and a catalyst for building sustainable, healthy, inclusive and economically viable communities. Lastly,to encourage participation and volunteerism that benefits public spaces in local communities.
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COLLAGE
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Steven Fleming Dr. Steven Fleming has been called the Jahn Gelh of bicycle urbanism. Since the publication of his internationally acclaimed book Cycle Space: Architecture and Urban Design in the Age of the Bicycle he has been the peak bodies in the architectural and property sectors, taking bicycle planning far beyond its traditional limits. Drawing on real life experience designing high density housing estates in Asia, and an academic career with over forty articles and books as well as appointments at 5 Universities including Harvard and Columbia, he has been able to develop a radical new model of environmental design that starts with the bike and finishes with healthier and wealthier buildings and cities. His role at Cyclespace is not to present Dutch cycling as an ideal to be copied, but to work with clients on politically achievable plans.
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You can build a city for six
million people where almost all
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of the trips are done by bicycle,
and not e-bikes or anything fancy, 20
just a regular bicycle.
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I am an architect and urban designer, so I’ve always thought imagine if the world, which is at the moment, the world we’ve got is designed around machines. Biking and walking has always been part of our lives since ages ago even before machines were there. I’ve done some primary research upon this, and as you know we can design a city, this big, and not rely on any machines hardly at all. You can have 90% of traveling within a city like any type of bicycles, doesn’t have to be a good one... just like this one!
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What is your vision and CycleSpace’s vision in a nutshell? Can you tell me briefly about what you are doing exactly, and also your background?
You can have 90% of traveling
within a city like any type of bicycles
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the crow flies by bicycle. The average trip times in that city would actually be lower relative to the population of the city, in comparison to any other mega cities. In other word, you can build a city for six million people where almost all of the trips are done by bicycle, and not e-bikes or anything fancy, just a regular bicycle. Why is biking better in this case? Can you explain. So how do you do that exactly? Can you explain. You take that to a step further, and you say, what if you actually design a city from the scratch around the bicycle? So, this city was designed around boats and horses, and then a little bit later on, public transport started to come in, and then the idea was to build the boroughs in the post-war era. Some of those were designed around where we are going to put like public transports and really, a lot of the other boroughs were designed around driving. So that puts a lot of pressure in the city, because they’ve got a lot of different boroughs completed. Has this ever been done before? Is there an example. My thought really is that the city is dense enough, so like Manhattan, if you get rid of everything on the ground plane that is getting in the way of bikes, you can actually go point to point making B lines, kind of going where 22
If you think about it all, we all are interested in for the latest technology. It’s natural, and it’s always been part of humanity to be that way. But then sometimes there are places, and a good example is your kitchen. In your kitchen, I bet, if you’re a smart person you’ll find that it’s easier and quicker to cook just with a nice knife and a wooden chopping board. Simple old fashion stuff that probably your great grandmother used, and you’ve got a really quick and really good meal. And if you go fill up your kitchen with the latest appliances, you’ll end up with a huge wash up, it’s clutter, you know. There are certain aspects in life where you want to take the latest technology as it is going to help you, such as phones, but then there are other times where your tool of choice is the simple tool. In terms of urban mobility, we really think philosophically the simple tool, which is the bicycle, works for almost everybody, and where it doesn’t
work, if you design a city around cycling, strangely enough, you’ll find it easier to walk and bring in public transportations as well. And are you here to gain awareness from the people of Amsterdam? Yeah, So, that’s my work; cycle space is kind of like an umbrella of organization. It speaks between Amsterdam and the world. If you were to pick one city in the whole world it should be the center for research and thinking, kind of like, people come here with the knowledge and the knowledge goes back out to the rest of the world, then it really should be Amsterdam, not Copenhagen. Why Amsterdam as a place to do your experiment over the city of biking? Can’t think of anywhere else! This is the city! It is a world city and it’s got the highest rates of cycling form any city likewise in the world. The idea is to bring together bike makers, experts, psychologists, marketing people; we’ve got a lot of great intelligent people here and to bring the rest of the world here as well, with all that knowledge we can share with the rest of the world. We really want and we believe that in the whole world bicycling should be the fundamentals or first choice for a person who lives in urban city.
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Can’t think of anywhere else!
This is the city! It is a world city and it’s got the highest rates of cycling form any city likewise in the world
Thank you for your time and good luck with everything concerning your project! 23
INFOGRAPHIC
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MEET YOU E M THERE!
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HOW TO WOM — Word of Mouth Techniques Word of mouth or viva voce, is the passing of information from person to person. Storytelling is a common form of word-of-mouth communication where one person tells others a story about a real event or something made up. Oral tradition is cultural material and traditions transmitted by word of mouth through successive generations. Storytelling and oral tradition are forms of word of mouth that play important roles in folklore and mythology.
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owadays, app developers are more encouraged to think outside the box and consider alternative acquisition channels due to the rise of user purchase and competitive mobile marketing. According to Nielsen (2014), 92% of consumers believe recommendations from friends and family over all forms of advertising. Word-of-Mouth (WOM) marketing is all about getting people to talk about your product/ service to their friends, family and social networks. Most popular WOM on app devices (2015) are ‘guerilla marketing’, and ‘referral programs’.
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HE
Creative (WOM) Marketing
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The following are fun, creative and cost-free methods to marketing the MUT app to the public.
1. Guerilla Marketing Guerilla marketing grabs attention in ways that are disruptive but yet entertaining. By taking advantage of the current situations and doing something different, it enables people to talk about your product. Implementing a successful campaign has a lot more to do with creativity than large budgets. There are a variety of ways to incorporate elements of guerilla marketing into the strategy. According to research (2015), there are the three rules for guerilla marketing to be effective: 1. It must have an element of surprise 2. It must loosely align with your app core values 3. It must be targeted and relevant
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eet You There (MUT) organization will first have to create a social network of young and active local residents and travelers to gain as much as subscribers as possible. Afterwards, MUT will be able to use its followers/subscribers as a barter chip to work together with a few organizations to help promote their festivals to the youth via the MUT app, in return for endorsement on social media, posters, and flyers or through the MC/ host / DJ announcement, social media and interview as reference to ‘Meet You (fans/public) There (the event). This WOM strategy is cost-free and only depends on the amount of targets (subscribers) the MUT social network has.
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2. Referral Programs Referrals programs (2015) are a great opportunity for people to help their friends in any situation (games/recommendations/etc.). Furthermore, recommendation referral gives both parties incentive to come back and use the product (app). Having double-sided referrals can bring much traffic back to the app. In order to have a well implemented referral program strategy, developers must consider the following three rules; 1. It must have a valuable incentive 2. It must be clearly communicated 3. It must be easy to implement (simple codes work best)
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The Meet You There app will need to give the possibility to send invitations to users friends on their social media ‘Facebook’. By getting friends to sign up for the app on Facebook, MUT users can reach more audience for their event/activity and help keep the MUT app in circulation. As there are many apps out there bench marketing on the same strategy, it is important to be distinctive. Therefore, MUT app will showcase the most popular (descending) activity/event of the day depending on the amount joiners. Instead of monetary incentives the users, this strategy will make them focus on inviting as much friends as possible to continue sharing. After all, at the end of the day, the reputation the MUT app earns will end up being the most valuable asset. Creating a positive public opinion is the first step, but making it cool and easy for people to talk and share will be the victory, and basically that’s all that matter.
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HE
3. Success and failure of (WOM) Marketing
Success Collaboration
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A decent content strategy (2014) and actual plan of execution (and also contentdriven marketing actions) by definition require collaboration just as this has always been essential in, for instance, web content management, cross-media channels, and collaboration with other stakeholders. In this case of MUT app, it is important to get the right collaboration both business wise and media wise. This could be done through using different social media such as Facebook page, Instagram account, Snapchat account, Twitter account, and also the app itself. Moreover, the use of stakeholder in the terms collaboration is another important aspect of implementing word of mouth marketing. There are other working platforms that could both help promotional wise but also technical aspects as well. In order to implement the right collaboration you need teams, roles and responsibilities, as well as processes.
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Storytelling
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Some see storytelling (2014) as just a technique in the creation of written and visual content. Although storytelling is most certainly about that, it’s about much more and raises various important questions, each with their many answers. Furthermore, the use of storytelling in content marketing continues to evolve (visual, transmedia, twoways and collaborative). The essence of storytelling is to show a situation where one could relate to that situation in similar. MUT
app mainly uses storytelling in order to tell people how in such situation the app will be beneficial with ease. Therefore storytelling is in every part of MUT’s WOM technique to attract people.
Failure Complexity Don’t over-complicate or use sophisticated tools, for example a media that people are not aware of or a media that the target group won’t even use. People will only collaborate (2014) if it’s easy and rewarding to do so. The collaboration part of content marketing is also where editorial calendars etc. come in. This means that using different platforms could be necessary to get the viral that is expected to happen, yet overuse of the different platform could result in disadvantageous. Lack of Buzz Another disadvantageous of word of mouth marketing (WOM) is that the effect should be a viral and when it’s not it become a failure. Many have done Kickstarter or Indiegogo, yet their success in creating a buzz is still lacking (2014) because the focus is only on the buzz not on the product itself. The emphasis should be on the product and don’t aim to be viral just by putting it online. People appreciate a good product than a good promotion, therefore create a product that suits the target group in order for them to appreciate and create viral.
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The role of leisure in the city of The contribution of Skateboarding as part leisure in Amsterdam city Have you ever seen someone cruising with his/ her board in Amsterdam? Most definitely, you’ve seen a person or a group of guys holding a skateboard roaming around the city Amsterdam at least once. The skateboarding scene in my opinion is fairly underrated by the general public in Amsterdam; even leisure studies have never mentioned it as a topic of importance. Yet, the impact of skateboarding is widely spread around us without us even knowing. It has several aspects that we can see nowadays that has gotten its root from skateboarding starting fashion, lifestyle, community, music and of course its impact towards attracting visitors into the city. With this in mind, I still personal believe that there is less attention towards its success on the city. Added to that, a proper facility are fairly scarce given by the municipality of Amsterdam, where even an international indoor skate park of Amsterdam was dropped to its business in 2013 mainly due to the municipality.
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XXX
Whether you’re a skater, wearing a skate brand just for the sake of style, friends with other skaters, or just in it to be part of the parties organize within the skate communities, we are all aware that skateboarding has a lot of influences in our surrounding. Don’t you think? Let me tell you why! Firstly, the city of Amsterdam is known all over the world for the so-called “Cool city” where you can go to bar or coffieshop as a huge part of its leisure activities, not to mention the crazy parties! But eventually all of these are closely related to skateboarding, wonder why? The lifestyle of skateboarding is so fitted to Amsterdam that it can be so much related to each other. In this case we are talking about the lifestyle. The lifestyle of skateboarding can be related with beer drinking, weed smoking, raving, and also gathering with friends to seek for spots or just to chill with friends.
Skate park of Amsterdam, which was located in NDSM-Werf was opened in 2005. The opening of the new skatepark of Amsterdam has huge success worldwide, which attracts a lot of professional skaters from all over the world. Added to that, most of well-known professional skate have been there such as Tony Alva (Lords of dogtown), Tommy Guerrero (Legend), Ray Barbee (Legend) , Steve Caballero, Ryan Schekler (Pro), and even the owner of the big company Steve Van Doren has visited the place. These people are so-called “the pioneers” of skateboarding, and yet what amazing is that they all respect Amsterdam as if it is part of the United States. The availability of the skate park of Amsterdam doesn’t only create a small community, but rather a humongous community from all over the world coming to one place. When we are talking about leisure activity that aims at building a community in an area, skateboarding is the ultimate choice of preference. Not only it invites skaters, but also all people from difference background are also welcome. Attracting visitors both nationally and international comes naturally to the Skate park of Amsterdam, because it was made on the international standard. Michael Groeneweg as the builder and owner said, “Basically, the park is gone because the municipality left us no other option but to close down the park, I think it’s a pity that a city like Amsterdam doesn’t have a legitimate indoor park... I miss the atmosphere, that used to be nice.” The municipality of Amsterdam wants to initially use that space for new galleries and lofts. On the other hand, looking at NDSM-werf building in 2016, nothing has been done much to make it into a gallery or lofts. It has been left empty since 2013, which could have been used as a skate park for at least 3 more years.
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Skate park of Amsterdam’s success was so underrated that some people from the leisure community weren’t even aware of their existence and disappearance – or their contribution as leisure towards the city. To point out few aspects that Amsterdam would benefit from having another indoor skate park, first of all building a indoor park has positive keep teenagers away from the danger of streets, and instead their behavior or doing can be monitored if they are in the indoor park. Youth and adults need safe, legal, and accessible places for skateboarding – not to mention how often the Netherlands rain in a year! In addition, NBC Philadelphia quoted, “Skate parks reduces illicit behavior, I think that is a group we see as being a little more on the risky side, but instead of being on the risky side, they were actually protected from those behaviors.” Not only does it affect young teen’s behavior, but it also provides save environment for them to do a physical heath benefits leisure activity. After all, the aim for building an indoor skate park is to gain some economic impacts as well (for the sake of Municipality). It has been proven that skate parks whether indoors or outdoors, carries positive economic impact. Skate park of Amsterdam has been organizing well-known international contest sponsored by Vans, Monster Energy Drink, Mountain Dew, Redbull, and many other big corporations. These events has been inviting people from all over the world – starting with United Sates, Japan, European countries, and also the country from down under! I’m totally amazed! To sum it up, does skateboarding bring any contribution on the leisure of Amsterdam? Yes, definitely it does. Not only it attracts people from all over the world, it also provides musical events, workshops, gatherings, and
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international awareness. The best of it is how natural is skateboarding able to build a community that brings different background together. So why not build a skate park? The leisure industry needs to think bigger to think of the roles of leisure in the city of Amsterdam. Have you ever seen someone cruising with his/ her board in Amsterdam? Most definitely, you’ve seen a person or a group of guys holding a skateboard roaming around the city Amsterdam at least once. The skateboarding scene in my opinion is fairly underrated by the general public in Amsterdam; even leisure studies have never mentioned it as a topic of importance. Yet, the impact of skateboarding is widely spread around us without us even knowing. It has several aspects that we can see nowadays that has gotten its root from skateboarding starting fashion, lifestyle, community, music and of course its impact towards attracting visitors into the city. With this in mind, I still personal believe that there is less attention towards its success on the city. Added to that, a proper facility are fairly scarce given by the municipality of Amsterdam, where even an international indoor skate park of Amsterdam was dropped to its business in 2013 mainly due to the municipality.
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Appendix Bradley, S. (2014). Design Principles: Visual Perception And The Principles Of Gestalt – Smashing Magazine. Smashing Magazine. Retrieved 3 April 2016, from https://www. smashingmagazine.com/2014/03/design-principles-visual-perception-and-the-principles-of-gestalt/ C. van Benthuysen (1870). American Institute of the City of New York: Annual Report of the American Institute of the City of New York.. pp. 1042–.
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