What Do I Mean By Building Brand Toronto?
On Saturday, September 19th, I spoke with a superb panel of experts for the launch of my Building Brand Toronto initiative. Mason Studio co-founder Stanley Sun, textile artist and graphic designer Michéle Guevara and Steph Bonic of Ouroboros Deconstruction provided wonderful insight into the experience of working and living as a creative entrepreneur in Toronto; something I have covered thematically to great length during my career as a cultural journalist.
We also discussed my FRESH platform and stance on important issues during the panel and while mingling with our guests. The next scheduled Building Brand Toronto event is Friday, October 19th from 7-9pm and the theme is Architecture & Outdoor Spaces; RSVP here!
I have written about some of the underpinnings of the Building Brand Toronto concept in a post about How My Career Has Prepared Me To Lead Toronto. And below, I expand on the idea with policy examples, programming highlights and how we can Build Brand Toronto together.
What does it mean to Build Brand Toronto?
In culture today, we ascribe a particular set of values and worth to notions like “Scandi design” and “K-Beauty”. Canada has its own set of perceived values – as precarious as they may seem these days. Yet as a cultural journalist, I have often had the question asked: Why do so many talented people leave Toronto to make it?
The answer is, of course, multifarious. And part of it, I believe, is because of decades of cultural and community erosion across the GTA. This year’s election is not simply about municipal issues like snow removal and street safety. It’s also about saying no to the status quo, and moving towards a Toronto with a bright future ahead.
I’ve lived in Toronto my whole life, and had the great fortune to spend time in many of the world’s most incredible cities. I’m inspired by how integrated culture is within London’s cityscape. I love the unexpected moments of beauty in Paris. I love the gorgeous independent retail and park design/management in Mexico City. I want to bring international best practices to Toronto, and bring Toronto’s best qualities to the world.
Why is this important right now?
Aside from terrible tariffs and the lingering unknowns about any EU collaboration, Toronto must fortify itself from provincial overreach and reliance on the federal government to provide excellent service and experience to Toronto’s residents and visitors.
Economically, the idea of Building Brand Toronto not only empowers us to bolster our local economy; it also affords us the opportunity for meaningful collaboration across the country and the globe
The more the City invests in our expanding and securing our local economy, the faster we can improve infrastructure and basic services – not to mention supporting the creation of more fabulous additions to Toronto’s natural landscape!
I would love to be the Mayor that forges new and stronger relationships with regional areas including Mississauga, Brampton, Durham region, Guelph and Hamilton, as well as Montreal, Ottawa, Whitehorse, Calgary, Halifax, Vancouver and beyond.
Toronto also has an existing relationship with the UK, obviously – there is so much opportunity for cultural exchange! And there’s a glimmer of hope within the proposed EU admission beyond trade; skill, innovation and thought-leadership can blossom and we can create more business opportunities within new sectors beyond the US. Let’s create brain gain, not brain drain!
Building Brand Toronto is pan-sector – from hospitality to recreational spaces, parks, “main streets” and more, this initiative is meant to serve our entrepreneurs, their staff, and our local consumers. We can build a consumption-conscious and circularly-invested citizenry that could be the envy of the world.
How can we Build Brand Toronto together?
In addition to City Hall solving its comms problem with a new accessible and design-forward website, improved social media and newsletter outreach, and streamlined support for Toronto-based business owners, these are more of my ambitions in Building Brand Toronto. Naturally, there are many more ideas to come!
Create A Value System For Our Local Economy That The World Will Come To Respect And Identify: Through genuine community outreach and expert stewardship, I believe Toronto should define our values as a city. With a value system that is uniquely “Toronto”, we can support the drafting of a City Charter to enshrine municipal autonomy. Creating this system – which can of course evolve over time, also allow us to navigate decision-making more quickly and based on our locally and community-led values.
Make It Easier For Independent Businesses To Secure Permits & Get Support From The City: I will change the City’s permitting and business assistance management system to include auto-permitting, and faster, more streamlined communication channels for businesses. I also believe the City should provide more support when community events are cancelled last-minute because of bureaucracy, and that small businesses should be compensated if a film production is located within its permitting distance for the duration of filming.
Incentivize Torontonians To Buy Local, And Toronto-Based Retailers To Stock Locally-Made Goods: I want to create a mechanism for Torontonians to receive a rebate for purchasing locally made goods including visual art and music. I also want retailers such as Sephora and Shoppers Drug Mart to commit to a Shop Local skincare section in every Toronto-based store. This will enable us to strengthen local economic growth from job creation to sustainable solutions for scaling up.
Invest In Material Development & Manufacturing From Traditional To Innovative: There are local businesses and artists striving to make their practices/operations environmentally-sound, collaborative and thoughtful. From subsidizing urban gardening and forestry initiatives that support sustainable design to reallocating City properties to mindful material manufacturing facilities, I believe Toronto can become a worldwide leader in design and artistic output.
Collaborate With Thought Leaders Across Canada And The World To Share Knowledge, Skills, Supplies And Creative Spaces: My career interviewing Canadian talent working in other parts of the world has illustrated to me the potential in global partnerships, and I am excited to bring ideas in terms of accessible design, bio-design, civic management and community-building.
Invest in Infrastructure, Culture and Natural Spaces: Toronto’s creatives are also Toronto’s residents. That means having improved transit, excellent housing options, better access to cultural events, lower cost of living, mindful and well-kept public spaces and a collective sense of care within our city is just as important to them as Building Brand Toronto from a practical and marketing sense. It’s all connected – and that’s why I am running for Mayor. So that together, we can create a Toronto For Good.
