Name Value

Today I was at a classic New York deli; you know, the sort with sandwiches about the size of a large brick, with pickles and cheese and maybe anything else you want in it? It was a good feeling. At the end of it, I saw that the 'New York, New York' logo had been trademarked. It made me think about something else.

Think about the great cities of the world. Ten are on the 'alpha' list; of which four are rated as higher alpha – London, New York, Paris, Tokyo. Why is the branding of these cities so dominant?

It's because they are old, mythic, full of ancient cultural resonances. They have a BRAND, not just a brand. Their names evoke longings, feelings, images, ideas, concepts, legendary dramas. A New York cheesecake, a London cab, a Parisian evening, a Tokyo shopping spree, these can be imagined even if you never go there. The value in their names is something that has seeped into the foundations of the modern world. It has economic value; it has cultural value.

The remaining six cities – Chicago, Frankfurt, Hongkong, Los Angeles, Milan, Singapore – they have drastically less resonance for many people. Hongkong perhaps looks exotic; Singapore perhaps gives wildly diverse impressions; Milan is cars, leather, glass; Los Angeles and Chicago remind people of crime and politics; Frankfurt is... oh no, not hot dogs! They are less iconic, less mythic, less legendary.

It is sad; Hongkong, Milan and Singapore have had history as city-states – now, only the last remains so. The first has to reinvent itself a little; the second has failed; the third is in the throes of mad re-invention to the extent of casinoes and waterside resorts and Formula One (like Monaco, all these things). And with the re-invention, it remains to be seen how much value is created, retained, distorted or lost.

But I will still read the New York Times and the Times of London. I will still have dreams of Paris and Tokyo. And I earnestly await the rise of the 'beta' world cities into a brave new world.