Citybrands: the Power of the suppressed archetype

In hard times, look for the archetype that is suppressed. It fulfills needs people crave for, but that are not being addressed by other brands. When a brand is able to address these needs, it will unleash an incredible power. The same holds good for cities and their citybranding. In these complex times of crisis and uncertainty it is the archetype of the Innocent that is having a really hard time. The Dutch neighboring cities of Deventer and Zwolle have a strong case for the Innocent. Here's why.

Last month, the mayors of the picturesque former Hanseatic towns of Deventer and Zwolle, situated in the eastern part of the Netherlands, signed a covenant to cooperate on the theme of Modern Devotion. In the late Middle Ages, Modern Devotion was a reformist religious movement that started in The Netherlands in these two towns.

The cooperation speaks of lectures, exhibitions and reviving the movement. But the complete scope of its possibilities could be far greater. Zwolle has many resident artists that have a devotional streak in their work. Deventer boasts a highly successful nostalgic Dickens  Festival (http://www.dickensfestijn.nl/) each year in december. It drew 100,000 vistors last year and 120,000 in 2011.

The Innocent city
Goodness, morality, mysticism, nostalgia, faith and optimism are qualities attributed to the archetype of the Innocent. The Innocent as a brandarchetype is visible in Christmas, Disney or movies like E.T. or Forrest Gump. But could it be visible in cities? Why not?

Both Deventer and Zwolle have a strong case to brand their city as the Innocent city. The authenticity of the experience people have, goes deeper than modern devotion. It touches upon a level of the soul that goes beyond the nostalgic morality of A Christmas Carol. It is about the yearning for paradise. It is about the promise that paradise can be here and now. It is also about the promise that if you fall from grace, you can be redeemed.

When mayors realize what potential they have in the urban story that lies below the stories they tell, they will strike gold. And the world as it is now, needs an innocent city.

(the picture of the Dickens Festijn is used by courtesy of vvvdeventer.nl, the Deventer Tourist Board)