An authentic city image – the story behind it has to be right. But if city marketing and city historians do not work together, the story often loses credibility. In this book, Alfons Kenkmann, Bernadette Spinnen and the “Bundesvereinigung City- und Stadtmarketing Deutschland” show how these disciplines can work together to tell the story of a city in an interesting and credible way. Various contributions with lively examples of use show […]
An authentic city image – the story behind it has to be right. But if city marketing and city historians do not work together, the story often loses credibility. In this book, Alfons Kenkmann, Bernadette Spinnen and the “Bundesvereinigung City- und Stadtmarketing Deutschland” show how these disciplines can work together to tell the story of a city in an interesting and credible way. Various contributions with lively application examples show how it works.
People have an insatiable hunger for history: Babylon Berlin, The Gardener of Versailles and Rebecca Gablé’s novels are just a few examples. In addition to television formats and novels, city marketing is also responding to this enduring fascination. However, it tends to trivialize history in order to make it suitable for the masses. Which is why, for example, you find medieval markets in cities that did not even exist at the time. Urban historians, on the other hand, are accurate in such matters. But they, in turn, struggle to communicate their knowledge on an equal footing. When the two disciplines work together, however, they can present history authentically and present it to the public.
City history, city brand, city development: on the adaptation of history in city marketing. Kenkmann, Alfons, Spinnen, Bernadette, (ed.)
In 2015, the “Bundesvereinigung City- und Stadtmarketing Deutschland” (bcsd e.V.) decided to bring together the disciplines of city marketing and city history in a congress. There, the players worked with concrete examples of how they can add value to and translate history. Alfons Kenkmann, Bernadette Spinnen and the bcsd e.V. published the book “Stadtgeschichte, Stadtmarke, Stadtentwicklung” (City History, City Brand, City Development) so that other interested parties can also benefit from the results. The reader will find a varied collection of contributions, theoretically based and currently applicable, e.g. as tasks.
Alfons Kenkmann deals with the growing interest in historical formats and events and explains how experts can use this opportunity as mediators. Other authors show how to present the history of a city in a historically accurate and at the same time communicable way. The example of the city of Braunschweig illustrates what this can look like in practice. In addition to Braunschweig, other cities are also mentioned. Charlotte Bühl-Gramer shows how Nuremberg has faced up to the different perceptions as a “Dürer city” but also as a “city of the Reich Party Rallies” and even uses these in its marketing today. Berlin, Leipzig and Magdeburg also have their own stories to tell.
How the small town attracts new residents
In addition to historians and marketing experts, planners also have a reason to read this book. Bernadette Spinnen uses the example of a fictitious university graduate to illustrate the criteria by which she chooses her new home. It becomes clear how critically people choose their place of residence and work nowadays and no longer only consider the big cities. Smaller towns can benefit from this change, but only if they tell their own story instead of imitating the big cities. One example city has made itself unmistakable with its own historical resources and thus won over the graduate looking for a job.
Telling the whole story
A contribution from bcsd e. V. also emphasizes how important it is in city marketing to sharpen the image. The entire development of the city should be taken into account, not just the historical highlights. With a specific task, they show how city marketing should work together with historians in order to present history in a credible way. Together, they can tell the city’s own story in an interesting and authentic way, and by exchanging ideas with other disciplines such as conservationists, architects and planners, they can also enrich the present and future with insights from history.
Motivation through cooperation
With “Stadtgeschichte, Stadtmarke, Stadtentwicklung”, the authors not only want to show how to successfully communicate urban history. By treating the topic in an interdisciplinary way, they want to motivate people to make contact with other disciplines. After all, it is often essential to consider other perspectives in order to understand the big picture. This is also the case with urban history.
Urban history, urban brand, urban development. On the adaptation of history in city marketing. Kenkmann, Alfons and Bernadette Spinnen (eds.). Wiesbaden 2019: Gabler publishing house. ISBN: 978-3-658-23706-6.
