Frankfurt’s Brand: Defining the City’s Identity & Future

Frankfurt is grappling with a critical question: how to best define and promote its identity on the global stage. While recognized as a financial hub in Europe, a major airport city, and a burgeoning digital center, leaders believe a more focused and compelling narrative is needed to attract talent and investment.

The Challenge of Perception

The need for a stronger brand identity was highlighted by Florian Rentsch, former Economics Minister of Hesse and current Chairman of the Board of the Association of Sparda Banks, who also serves as the financial center representative of the Hessian state government. Rentsch noted a concerning trend: young professionals are consistently choosing Hamburg, Berlin, or Munich over Frankfurt when considering job opportunities. He characterized this as “a real problem for the development of the economic location,” as discussed at the German Marketing Day with around 500 industry experts.

Did You Know? The discussion surrounding Frankfurt’s branding took place at an event attended by approximately 500 marketing professionals at Kap Europa.

Marketing experts, like Alicja Feltens, President of the Frankfurt Marketing Club, agree that other cities have been more successful in crafting a positive and emotionally resonant brand. Feltens emphasized the need to distill Frankfurt’s diverse strengths – encompassing banking, aviation, industry, diversity, internationality, and startups – into a clear and concise message. “Brands give attitude and orientation, so we need an idea of how we want to position ourselves,” she stated.

A City of Opportunity

Despite the branding challenge, Frankfurt’s leaders believe the city possesses significant, yet often unacknowledged, advantages. Oberbürgermeister Mike Josef recounted an experience with Christine Lagarde, President of the European Central Bank, who initially approached Frankfurt with some uncertainty. Josef noted that many people develop a strong affinity for the city only after spending time there, suggesting that Frankfurt’s appeal isn’t immediately obvious but deeply felt by those who experience it.

Frankfurt is described as a “world city in a pocket format” by Josef, who believes his own journey from refugee child to mayor would be less likely in other major German cities due to differences in social mobility. Frank Dievernich, CEO of the Polytechnische Gesellschaft Foundation, echoed this sentiment, highlighting the city’s open dialogue and lack of social “bubbles” as key strengths.

Expert Insight: The difficulty Frankfurt faces in defining its brand underscores the complexities of promoting a multi-faceted city. A successful strategy will likely require prioritizing key strengths and communicating a cohesive narrative that resonates with both domestic and international audiences.

Leveraging International Connections

The city’s international character is a defining feature, demonstrated by events like the Ambiente fair, which recently attracted attendees from 180 countries. Detlef Braun, Managing Director of the Messegesellschaft, believes Frankfurt has a “dramatic opportunity” to showcase its economic strength, particularly given shifts in international trade and US trade policies. However, Patricia Borna, Managing Director of the Frankfurt Chamber of Industry and Commerce, stressed the urgency of action: “we have no time to lose.”

Braun and Borna emphasized the importance of bold self-promotion, particularly beyond Germany’s borders, arguing that the discussion surrounding the “Frankfurt brand” requires a European dimension.

Frequently Asked Questions

What is the primary concern regarding Frankfurt’s image?

The primary concern is that Frankfurt lacks a clear and compelling brand identity, leading young professionals to favour other German cities for employment opportunities.

Who is leading the effort to redefine Frankfurt’s brand?

Representatives from politics, business, and society, including Florian Rentsch, Alicja Feltens, Mike Josef, Frank Dievernich, Detlef Braun, and Patricia Borna, are involved in discussions to develop a stronger brand for Frankfurt.

What qualities are frequently cited as strengths of Frankfurt?

Frankfurt’s strengths include its role as a financial center, its international character, its airport, its digital advancements, its social mobility, and its open dialogue.

As Frankfurt seeks to solidify its position on the world stage, will it be able to coalesce around a unifying message that effectively communicates its unique value proposition?

Frankfurt’s Brand: Defining the City’s Identity & Future | FAZ.NET