Magazine article Marketing

Opinion: Marketing Society - London Calling

Magazine article Marketing

Opinion: Marketing Society - London Calling

Article excerpt

With just over a month to go until Jacques Rogge, president of the International Olympic Committee, announces the host city for the 2012 Olympics, London is in the spotlight. This got me thinking about what it means to be a Londoner.

As marketing director for a product that is used heavily by consumers in the capital, I have a certain knowledge about what makes Londoners tick, within the context of my brand. To find out more, I asked a number of people who live there what being a Londoner means to them in terms of their identity. The observations were interesting.

They included: London is a city where you can lose yourself, find yourself, be anonymous and be yourself.

I am a Londoner and I love this vibrant, exciting city.

I have lived here for 20 years and feel as if I belong. But I am aware that I only scratch the surface of it. I live and work in a tiny pocket of West London, as do most of my friends and family. Of course, I have ventured further afield and one of the things that makes me feel like a Londoner is my knowledge of other parts of the city. Nonetheless, there are still whole areas of it to which I have never been.

Over the past few years, there has been a huge increase in online communities, perhaps because some of our real ones are breaking down. But some of the communities in London seem stronger than ever. The city is the most multicultural it has ever been. Indeed, the London 2012 bid team call it 'the world in one city'. …

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