{"id":3222,"date":"2024-12-06T13:33:00","date_gmt":"2024-12-06T13:33:00","guid":{"rendered":"https:\/\/toluna-2025.local\/?p=3222"},"modified":"2025-09-10T16:27:20","modified_gmt":"2025-09-10T14:27:20","slug":"10-years-of-elevating-city-branding-with-brand-fame-with-rotterdam-make-it-happen","status":"publish","type":"post","link":"https:\/\/tolunacorporate.com\/pt-br\/10-years-of-elevating-city-branding-with-brand-fame-with-rotterdam-make-it-happen\/","title":{"rendered":"10 years of elevating city branding with Brand Fame with Rotterdam. Make It Happen."},"content":{"rendered":"\n<p>The spirit of celebration is strong at Toluna as we celebrate our 10-year partnership with one of our most dynamic partners: the&nbsp;<a href=\"https:\/\/rotterdammakeithappen.nl\/en\/\">Rotterdam. Make it Happen.<\/a>&nbsp;brand alliance. This is a unique collaboration among 40 leading Rotterdam-based companies who have partnered up to enhance Rotterdam\u2019s appeal, both nationally and internationally, by creating a cohesive and powerful brand identity for the city.&nbsp;<\/p>\n\n\n\n<p>Over the past decade, our&nbsp;<a href=\"https:\/\/www.youtube.com\/watch?v=wq9Shfgfz74\">Brand Fame<\/a>&nbsp;solution has been instrumental in elevating Rotterdam\u2019s brand awareness and impact through measuring, optimizing, and amplifying the city\u2019s campaigns and activities. To learn more about our partnership, I interviewed Alma Musinovic, City Branding Strategic at the city of Rotterdam, and our very own Gilbert Saktoe, Lead Discovery Observation and Digital Brand Specialist.&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"535\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-1.png\" alt=\"\" class=\"wp-image-3223\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-1.png 1024w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-1-300x157.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-1-768x401.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading3222_5c4e7b-06, .wp-block-toluna-advancedheading.kt-adv-heading3222_5c4e7b-06[data-kb-block=\"kb-adv-heading3222_5c4e7b-06\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:40px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading3222_5c4e7b-06 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading3222_5c4e7b-06[data-kb-block=\"kb-adv-heading3222_5c4e7b-06\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading3222_5c4e7b-06 has--font-size wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading3222_5c4e7b-06\"><strong>Q: Thank you both for being here today. To begin, what are the key elements of effective city branding<\/strong><\/h2>\n\n\n\n<p><strong>Alma Musinovic<\/strong>: City branding starts with knowing what makes us&nbsp;<em>us.<\/em>&nbsp;In Rotterdam, we embrace value-driven work. Which means that we build our brand around the core values that define our city. As our City Branding Strategist, I work in the Communications department which is dedicated to making Rotterdam a place that people want to choose\u2014whether it is to live, work, study or to visit. Our mission is to build a city where residents, entrepreneurs, students, and visitors feel proud and connected to Rotterdam. A city they believe in, trust, and feel at home in.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Another key element is taking a collaborative approach to everything we do. Rotterdam\u2019s brand alliance and the city\u2019s collective mindset drive everything we achieve. It gives our city branding the strength to resonate far and wide. We focus on celebrating what makes Rotterdam unique. This means highlighting our resilience, embracing experimentation, and empowering the communities that define our city.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Measuring impact is the cornerstone of achieving our goals, and collecting data is essential to this. Only by tracking our progress can we understand the effectiveness of our branding efforts and optimize them to reach our goals. And that\u2019s where Brand Fame has helped us tremendously.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Gilbert Saktoe<\/strong>:&nbsp;Indeed. With Brand Fame, we\u2019ve been able to capture the pulse of how the world truly feels about the city. While traditional surveys offer insights, Brand Fame taps into user-generated content to reveal unfiltered opinions that paint a vivid picture of the city\u2019s digital reputation. It\u2019s like having a conversation with the world, with every post and comment telling a story. This solution lets cities track trends, engage influencers, and fine-tune their brand with the depth and speed needed for success in today\u2019s fast-paced world.&nbsp;&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading3222_d49c02-26, .wp-block-toluna-advancedheading.kt-adv-heading3222_d49c02-26[data-kb-block=\"kb-adv-heading3222_d49c02-26\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:40px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading3222_d49c02-26 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading3222_d49c02-26[data-kb-block=\"kb-adv-heading3222_d49c02-26\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading3222_d49c02-26 has--font-size wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading3222_d49c02-26\"><strong>Q:&nbsp;We&nbsp;have been collaborating for over ten years\u2014a real milestone! How would you describe this partnership and its impact?<\/strong><\/h2>\n\n\n\n<p><strong>Alma Musinovic<\/strong>: In a nutshell: incredibly rewarding. This partnership is built on a solid foundation of mutual respect and shared goals. One reason for our success is our commitment to the PDCA (Plan-Do-Check-Act) cycle. We continually improve and refine our approach with each project, thanks to Brand Fame\u2019s insights and adaptability. Over the years, we\u2019ve become more effective in our city marketing, always working towards making Rotterdam shine.&nbsp;<\/p>\n\n\n\n<p><strong>Gilbert Saktoe:<\/strong>&nbsp;Adding to that, I\u2019d say trust, open communication, and mutual respect form the foundation of a successful partnership, but what truly sets the tone for success is open-mindedness and the willingness to innovate. As we\u2019ve seen, embracing new ideas and open collaboration sparks meaningful change. I admire Alma and the team\u2019s no-nonsense mentality and their motto: \u201cactions speak louder than words\u201d (or how Rotterdammers would say, \u201c<em>niet lullen maar poetsen<\/em>\u201c). This pragmatic approach cultivates a culture centered on efficiency and focus, facilitating a partnership that is both productive and impactful.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading3222_7bf51b-f0, .wp-block-toluna-advancedheading.kt-adv-heading3222_7bf51b-f0[data-kb-block=\"kb-adv-heading3222_7bf51b-f0\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:40px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading3222_7bf51b-f0 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading3222_7bf51b-f0[data-kb-block=\"kb-adv-heading3222_7bf51b-f0\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading3222_7bf51b-f0 has--font-size wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading3222_7bf51b-f0\"><strong>Q: How have Brand Fame\u2019s insights influenced your city marketing strategies and decision making?&nbsp;<\/strong><\/h2>\n\n\n\n<p><strong>Alma&nbsp;Musinovic:<\/strong>&nbsp;They\u2019ve&nbsp;been invaluable to our strategies. The data-driven approach allows us to see opportunities we might not have considered&nbsp;before&nbsp;and&nbsp;helps us&nbsp;make well-informed decisions. For example, their analyses help us understand public sentiment around specific topics, allowing us to adjust our messages and justify our strategies with solid data. The experts in&nbsp;Gilbert\u2019s team constantly&nbsp;identify&nbsp;opportunities where we can amplify our reach and connect with our audience.&nbsp;&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading3222_9510b8-aa, .wp-block-toluna-advancedheading.kt-adv-heading3222_9510b8-aa[data-kb-block=\"kb-adv-heading3222_9510b8-aa\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:40px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading3222_9510b8-aa mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading3222_9510b8-aa[data-kb-block=\"kb-adv-heading3222_9510b8-aa\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading3222_9510b8-aa has--font-size wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading3222_9510b8-aa\"><strong>Q: Can you share any specific campaigns where Brand Fame made a significant impact?&nbsp;<\/strong><\/h2>\n\n\n\n<p><strong>Alma Musinovic:<\/strong>&nbsp;One of my favorite campaigns was the Eurovision Song Contest, which brought immense visibility to Rotterdam. With Brand Fame\u2019s help, we assessed how the city was perceived globally and how well the event aligned with our marketing goals. The data revealed key insights on our audience\u2019s perceptions, reach, and overall impact, giving us a clear understanding of the event\u2019s success. Having this kind of measurable feedback enabled us to demonstrate our achievements and refine our strategies for future events.&nbsp;<\/p>\n\n\n\n<p><strong>Gilbert Saktoe<\/strong>: I wholeheartedly agree that the Eurovision Song Contest was one of our proudest moments, not to mention how fun it was to work on it! We also had a lot of fun working on the King\u2019s Day promotion. The insights discovered&nbsp;by Brand Fame across these two campaigns were super impactful. Capturing such moments is never simple\u2014it requires a delicate balance of human insight and AI precision. Amid the noise and the vast amount of data, it\u2019s about finding the signals that truly influence a city\u2019s brand. With the right mix of intuition and technology, we can capture&nbsp;the essence of what makes an initiative like Eurovision so powerful. I\u2019m glad we were a part of a campaign that was so influential.&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"535\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-2.png\" alt=\"\" class=\"wp-image-3239\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-2.png 1024w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-2-300x157.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-2-768x401.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading3222_bf7af1-d0, .wp-block-toluna-advancedheading.kt-adv-heading3222_bf7af1-d0[data-kb-block=\"kb-adv-heading3222_bf7af1-d0\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:40px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading3222_bf7af1-d0 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading3222_bf7af1-d0[data-kb-block=\"kb-adv-heading3222_bf7af1-d0\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading3222_bf7af1-d0 has--font-size wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading3222_bf7af1-d0\"><strong>Q: What advice would you offer to other organizations considering a Brand Fame program? What benefits have their solutions provided for your city marketing efforts?&nbsp;<\/strong><\/h2>\n\n\n\n<p><strong>Alma&nbsp;Musinovic:<\/strong>&nbsp;For any organization that wants&nbsp;to have&nbsp;a comprehensive view of how their brand is perceived online beyond their campaigns, Brand Fame is a powerful solution. It offers insights on whether your brand evokes positive or negative associations, who is sharing it, and in what context. These insights&nbsp;have&nbsp;been essential for us when planning our city marketing strategies. In short, with Brand Fame, you gain the knowledge that allows you to adapt and improve. And when you measure effectively, you can see what works&nbsp;and what does not. And that makes all the difference in achieving long-term success.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading3222_d770ea-59, .wp-block-toluna-advancedheading.kt-adv-heading3222_d770ea-59[data-kb-block=\"kb-adv-heading3222_d770ea-59\"]{font-size:var(--global-kb-font-size-xl, 2rem);line-height:40px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading3222_d770ea-59 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading3222_d770ea-59[data-kb-block=\"kb-adv-heading3222_d770ea-59\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading3222_d770ea-59 has--font-size wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading3222_d770ea-59\"><strong>Q: Where do you see the focus of city marketing heading in the next few years?&nbsp;<\/strong><\/h2>\n\n\n\n<p><strong>Alma Musinovic:<\/strong>&nbsp;I see it revolving around a combination&nbsp;of vibrant city life and&nbsp;a high quality of life for all residents. Our goal is to create an energetic urban environment that doesn\u2019t compromise on livability: a balance that truly represents the values of Rotterdam. The harmony is where I see the focus of city marketing heading. Because we want and have to ensure that everything we do supports and resonates with the people of Rotterdam.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Gilbert Saktoe:&nbsp;<\/strong>Well said. On a concluding note, I\u2019d like to give my heartfelt thanks to everyone who has been part of this 10-year journey. Your support, dedication, and shared vision have made this partnership a success, and we are deeply grateful for each step we\u2019ve taken together. I can\u2019t wait to see where the next 10 years take us!&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"535\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-3.png\" alt=\"\" class=\"wp-image-3247\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-3.png 1024w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-3-300x157.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2025\/03\/Brand-Fame-RTM-3-768x401.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>The spirit of celebration is strong at Toluna as we celebrate our<\/p>\n","protected":false},"author":12,"featured_media":3271,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_toluna_hide_sidebar":false,"footnotes":""},"categories":[50],"tags":[],"class_list":["post-3222","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","entry"],"acf":[],"_links":{"self":[{"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/posts\/3222","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/comments?post=3222"}],"version-history":[{"count":0,"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/posts\/3222\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/media\/3271"}],"wp:attachment":[{"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/media?parent=3222"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/categories?post=3222"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tolunacorporate.com\/pt-br\/wp-json\/wp\/v2\/tags?post=3222"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}