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December 30, 2005
Berlin, A Crucible for Europe
I have just returned from a family vacation in Europe. It was the first time I had taken the gang to Berlin. I come away with very mixed emotions, a profound sadness for what has been but a sense that this could become one of the ten most important global cities in the future.
This is the cradle of liberty in Europe. To walk along the quarter mile of the decaying remnant of the Berlin Wall, with corroding iron pipes protruding from the concrete sheets once brightly decorated with graffiti post 1991 is a dream-like experience for those of us who grew up at the height of the Cold War. A visit to the Checkpoint Charlie Museum (www.mauer-museum.com), with its collection of escape vehicles, including a two seat motorized hang glider with Soviet army markings that made a daring flight across the line to reunite two brothers, is to understand the value of freedom.
Berlin remains the center of culture in Germany. Its Museuminsel has five different museums on a single island, constructed over a hundred year period from 1824-1930. The designer of the first facility, the Alten Museum, Klaus Schinkel, dreamed of bringing art to the people. His vision is kept alive by generous government subsidies that allow Berlin to have three separate state opera companies and the world-renowned Berlin Philharmonic, which offer tickets at very affordable prices. This cultural richness has attracted a heterogeneous population and spectacular night life. It has also spawned an architectural legacy that allows prominent designers such as Sir Norman Foster to go for broke on projects such as the renovation of the Reichstag with a glass dome, a symbol of the commitment to transparency by future governments of Germany.
Yet Berlin is a sad place as well. Its streets are not bustling nor are the shops or office buildings full. It is a city built for the future, but the future has not come. I had long discussions with Phillipp Misselder, a member of the German Bundestag and leader of the youth movement of the Christian Democratic Party (philipp.missfelder@wk.bundestag.de); Anne Marie Erlen, chairperson of the Bodemuseum; Dirk Grosse-Legge, director of corporate communications for Volkswagen; and Professor Klaus Siebenhaar, director of the Free University in Berlin's Institute for Management while also Head of Development for the Jewish Museum Berlin (fundraising@jmberlin.de). Here are some key issues that must be resolved:
1) Ambivalence toward corporations--There are only two major German companies based in Berlin (Schering and Schindler) and very few foreign companies (Sony). Frankly, Berlin needs a larger corporate sector. Grosse Legge noted that the city's cultural institutions seeking funding from the private sector for exhibitions insist on a very low key corporate presence. Deutsche Bank's underwriting of the Berlin Philharmonic was cited as particularly appropriate by Mifelder--just a small recognition on the program. Yet this precludes an appeal to the marketing budget--it is simply community relations or corporate philanthropy, which are much smaller pockets. There is also reticence about merging high culture with mass culture as a way to attract a younger audience.
2) Aggressive positioning of the city--Berlin reminds me of New York City in the late 70s when it was teetering on the brink of bankruptcy, vast swaths of the old housing stock was being burned for insurance and business was fleeing to the suburbs. The I Love New York program catalyzed the residents of the city and gave them a rallying cry. Berlin needs a few core messages that associate it with leadership on key urban issues (environment, tolerance, technology, culture) and a thematic that excites the world.
3) The World Cup Finals is a Unique Opportunity--The eyes of the world will be on Berlin at the end of June 2006. The only branding I saw about this event was the painting of the round object on the TV tower in the central city as a soccer ball. Attitudes towards Seoul changed fundamentally after the World Cup 2002. This is more than a sporting event--it is the most important TV broadcast in every market save the US. The redesigned Olympic stadium will be a stunning venue--the question is what other visuals will be memorable for TV? And what stories of individuals in arts, business or education will be told?
4) Embrace the History and Make It Your Friend--Berlin was the command center for mankind's worst crimes against humanity under Hitler. It has suffered under the whip of Communist rule as a divided city. Yet it is these experiences that allow the creation of a tolerant, multicultural world city. It can indeed be the crucible of Europe, a place where Eastern members of the EU meet Western, where all religions are welcomed, where great art can be created. Berlin can look forward with confidence.
P.S. In my previous blog, I neglected to include the URL for Sue Charman's blog. As a matter of fact, I have been lazy about including links to relevant blogs in all of my work to date. This changes effective immediately. I want to thank Shel Israel and Trevor Cook for their pointed and accurate critiques of my work. Hold me to this pledge.
And Happy New Year to all.
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PR, Public Relations, Berlin, Germany
Posted by Edelman at December 30, 2005 1:09 PM
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Comments
Richard,
Thanks again for your observations on other cultures; the opportunities and challenges they face and the contrasts that may be apparent to us as Americans that we need to take in to account when doing business abroad. Well said.
But it's your postscript that motivated me to comment on your blog today.
As I've said elsewhere, you've provided a great example of the power of social media with your blog. I have to admit, when you first started, I thought your blog was going to be typical of what we little guys too often see from "big agency types" - lip-service about new ideas and generally poor execution (or out-right delegation) once the shine wears off.
Instead, you've raised the bar.
Personal replies to posts and on-going conversation with those who comment mean a lot. Especially when they come from the CEO of the world's largest independent PR firm.
And now, by publicly acknowledging Shel and Trevor's comments about linking to other blogs, you've managed to take these converstations to a whole new level. Thanks.
Have a great '06.
Best Regards,
Mike Bawden
Brand Central Station
Posted by: Mike Bawden at December 30, 2005 5:50 PM
Thanks for the link, Richard. Happy New Year to you.
Posted by: Shel Israel at January 4, 2006 12:08 PM
MB thanks for writing as always. On the critique by Shel and Trevor, they were right. I have to do better. I want you to hold me to it .
Posted by: Richard Edelman at January 4, 2006 1:20 PM
While I was in the Czech Republic 18 months ago, I ran a session on corporate social responsibility and branding for the Czech PR Society. It was interesting to discuss the differences in how CSR is viewed there versus here in the US.
In the US, we consider corporate giving to non-profits to be a part of our social obligation. As best I could discern from my Czech colleagues, this practice (companies giving money to support non-profits or social causes) was looked upon with suspicion. It was much more common for businesses to second employees to organizations, etc. ? expending the human resource rather than the financial.
I can understand this, though. Given a history of state ownership of most major industries, the only businesses in a position to provide any kind of significant financial resource were former, state-owned businesses. Financial assistance from these enterprises would, in all likelihood, feel a lot like state insiders re-establishing their control over social institutions.
On the other hand, many US companies ? especially those using large, multi-national marketing companies with deep, American ties ? overlooked this problem and would blindly give money rather than personnel. In addition to the suspicion over motive (what?s the American company really trying to do?) there was often local resentment to perceived arrogance on the part of the US company.
I met with Paul Holmes in October while we were both in Krakow and discussed the differences in the approaches to corporate social responsibility taken by US and European companies. I think there are some interesting cultural lessons to be learned there as well.
Thanks again for your reply.
As always, a real pleasure.
Best Regards,
Mike Bawden
President & CEO
Brand Central Station
Posted by: Mike Bawden at January 4, 2006 1:44 PM
I am writing because I was impressed with your critique of Berlin, and the passion you showed for the city. I am wondering how much attention you’ve given to the younger generation. I studied near Berlin two years ago, and the city I lived in had a definite age gap. Everyone between the ages of 18 and 35 seemed to be missing. I later found that most young people move west to cities like Cologne or Munich in search of work.
I realize that by bringing business to Berlin, many people will be persuaded to stay, but I believe there is a more direct link to be found between the youth and finding a solution for Berlin. Maybe if they are more involved they will find a closer bond to their capital and not leave the first chance they get.
I’m sure that the west is tired of carrying the financial burden of the east, and revitalizing Berlin could be what is needed to inspire the country. I appreciate the attention you’ve given to the amazing city of Berlin.
Thank you,
J. Dickman
Posted by: J. Dickman at January 10, 2006 2:30 AM
I really believe that more private sector involvement in the city will help young people make their lives in Berlin. If you need a job, and there is none to be found, you have to emigrate to Cologne etc. Besides companies will fund the non-profit sector in an interesting way. Thanks for reading my blog. And I did love Berlin. You know that my grandmother Selma Pfeiffer studied piano in Berlin in 1910--as a 17 year old from New York. Small world, right?
Posted by: Richard Edelman at January 10, 2006 5:05 PM