Territory strategy and branding

Denis Bogush
Bohush Communications,
www.bohush.org

Currently 200 countries compete not only for markets, investments, resources, but also for respect and attention. The systematic construction of development strategies and successful communications in an era of crisis makes it possible to link the vision of the future development of the territory with the constantly changing reality.

In today's fast-paced world, the value of intangible assets - brands, images, information, knowledge. Also, a feature of our time is globalization and the tendency to "erase" the borders of states. An important factor, determining the place of the region in the world, his presence in the virtual symbolic space of mass communications becomes. Also, along with the image component, control over reputational risks for both regions and organizations comes to the fore.. Such control is possible on the basis of an integrated scientific approach as in the development of, and implementation.

In such a situation, the competition of not only countries becomes relevant, but also cities, megacities per share of consumers, tourists, investment, respect and attention. Megacities are becoming points of attraction and international rivalry in the field of capital, talents, impressions and fame.

An important element of the strategizing of the territory is to increase the indicators of the competitiveness of goods and services., enterprises, region, long-term development strategy. Competitiveness of the territory, region is determined by the following factors – economic growth, defenses, activity in foreign markets, the level of science and technology, resource potential, as well as leadership in regional and international communities.

An effective brand of the territory and a positive image are a strategic element of the competitiveness of countries, territories. And the competitiveness and well-being of the population, recently, are the most important markers of countries' success, territories.

Strategy and branding methodology

The methodology for developing a strategy and branding territories is based on the original methodology of Bohush Communications, which can be thought of as a pyramid.

The territory development strategy has a hierarchical structure: at the top of the pyramid is vision and goals, mission and potentials, defining the philosophy of the development of the territory, region, cities. It should be noted the need for a scientific approach to build this configuration and hierarchy. The development philosophy is transformed into two practical segments of the strategy: organizational and communication parts (bottom of the pyramid) (rice 1.).

Organizational part provides an assessment of the potential and resources of the territory, development of strategic plans and programs, economic models and innovative approaches to the development of the territory. Sustainable development of the economy, infrastructure, increased safety, development of education and culture. Development of an ecological habitat (living conditions) human. This part is drawn up into a master plan or master plan.

Communication part provides for the improvement of the image of the leader of the territory (from President to mayor), developing an effective information policy, improving the image and reputation of the territory, region and city. And on the basis of this effective branding of the territory - capitalization of opportunities, tourist, investment flows, visual and verbal brand attributes - logo, slogan and communication project package.

Territory strategy - where to start?

At the first stages of developing a development strategy, it is necessary to conduct a strategic diagnostics or audit of the territory, which includes the collection of information related to the assessment resources of the territory, defining potentials and analysis of existing strategies and programs.

In this situation, a scientific approach is important., ability to predict and have a global vision for the medium and long term.

It is very important to define, what development vectors have already been set, what is the problem field and how can you make changes or corrections. In this context, it is important to define the boundaries of the limits of development. Also important is an adequate decision-making algorithm for those, who is involved in development projects.

Strategic planning is an important management function to determine as a vector of development, and the introduction of vectors for increasing the competitiveness of territories for the long term.

Welfare and standard of living the population is important to define, as the main goal of territorial development strategies, this becomes especially relevant in long-term development strategies with a horizon of 15-25 years.

Well-being is possible, in our opinion, if the population can eat according to their tastes, provided with personal housing, has the ability to maintain and improve health, move freely to your favorite places or mobile, satisfies their cultural and spiritual needs, and also lives in a comfortable and safe environment. In this context, the preservation of resources and the basis of development for future generations are accordingly ensured..

The basis for the well-being of the population in the context of sustainable development strategies is possible due to the following factors: sufficient employment, increase in income, high receipts of payments and taxes in the region's economy, and of course, high profits and investments. These factors are important for maintaining high competitiveness and productivity of the region..

Recently, in the context of regional development, it has become especially relevant competitiveness regions, megacities. In a situation of particularly acute competition, sustainable development is the most important vector for achieving the well-being of residents..

In the methodology for assessing competitiveness (The Global Competitiveness Report 2011–2012, World Economic

Forum Geneva, Switzerland 2011) all factors are combined into 12 benchmarks (rice 2.),

determining global competitiveness, this is:

The quality of institutions and institutions
Infrastructure
Macroeconomic stability
Health and primary education
Higher education and vocational training
Efficiency of the market for goods and services
Labor market efficiency
Financial market development
Technological development level
Domestic market size
Competitiveness of companies
innovative potential

The overall competitiveness of a country consists of the competitiveness of the regions, those in turn from the competitiveness of enterprises, based on the competitiveness of domestic goods (fig. 3)

Also worth noting is the Cindinix metology (systemic control of local and global risks). This multi-system approach takes into account the economic development of both territories and regions, and a person in the ecological environment in particular. This system takes into account 20 regional competitiveness indicators.

(ECO-2 Science Forum, Sevastopol, Ukraine, 2013, www.eco-2.org)

What needs to be done to achieve most of the above factors for the development and competitiveness of the region?

Firstly, effective economic structure: cluster activity, efficient industrial infrastructure, new products and services with high added value, level of international activity, comfortable business environment, building an efficient market for goods and labor, industrial parks, techno- and sociopolisov. Increased export activity along with attracting foreign direct investment. Closing the gap between minimum and maximum wages in the country and strengthening the middle class;

Secondly, building effective communication systems in the region. This is transport infrastructure and information and telecommunication networks.. On the basis of this, regional openness and effective information policy. Increased international activity and active participation in global communications.

Thirdly, this is innovative activity. Development based on established links between campaigns and research centers and institutes, international scientific networks and thought factories (Think-tanks). High level of the system for the implementation of creative developments of regional institutes and universities. Significant investment in education, as well as continuous professional development of personnel.

Fourth, it is effective use of human resources, highly skilled workforce. Education and training systems, stimulating creative development in the context of the knowledge economy. Adaptation and retraining for new projects and specialties. Search and attraction of highly specialized workforce for innovative projects. Building knowledge infrastructure and providing human capital, quality improvement, efficiency and transparency of management and administration. Interdependence of labor productivity wages and taxes.

Ideal expectations also need to be considered when strategizing., possible maximum standards of life and habitat.

for instance, if we take the model “ideal city ", it should be created primarily for people. It means, that the development of the city is balanced to maximize the satisfaction of human needs and to achieve a high quality of life.

In turn, the quality of life in the city is determined by the opportunities for creativity., professional implementation and living in an ecologically clean and socially safe environment.

Today, the markers of the ideal city are:

Harmonious fusion of old and new in the architecture of the city
Developed areas with defined functional characteristics
Affordable Housing, affordable cost of living and safety of residents
Priority on walking
Significant number of public places for communication
Priority of public transport over private car
Clean, eco-friendly city
People with a high level of creativity and professional potential
Developed international transport links and telecommunications
Sufficient number of places for cultural recreation and development

(also see. supplement Principles of sustainable development of territories, Wikipedia materials)

Already developednew communication strategies, city development strategy, - this is the beginning of a long and complex process of their implementation and monitoring. Much needs to be done in order to, so that the city and the region achieve the goals set in the strategy and develop as a dynamic, economically strong and attractive city (region).

For the successful implementation of the urban development strategy, due to its complexity and

complexity, it is necessary to form a strategic management system, including planning, organization, motivation and control.

The construction of elements of strategic management should comply with the following principles:

planning is built this way, so that current activities are subordinated to the achievement of long-term goals;
the organizational structure must correspond to the goals and objectives of the strategy;
motivation mechanisms should be built on the basis of stable partnerships between the participants in the implementation of the strategy and facilitate the integration of their interests;
the control system should provide control over the achievement of both tactical, and long-term goals.

In this way, the strategic management process covers the entire chain of actions, starting with strategic and operational planning, creation of an organizational structure of management, formation of motivation mechanisms, implementation of programs and projects and strategy measures, ending with an assessment of the effectiveness of implementation results.

Five principles of strategizing territories:

Effective modern strategy methodology is the key to success
Realistic look, appraisal, diagnostics and audit of potentials and capabilities
Take into account changes - global and local
High professionalism and rich experience of strategy developers, innovative approach
Local workforce should be involved in strategy development, for the subsequent successful implementation of projects

Contemporary context

To date, the global crisis has highlighted several trends:

The competition has gotten tougher. Consumption segments are decreasing as in the world, and in various fields. Competitive struggle is mainly moving into the information sphere and becomes more technological and aggressive.

Approaches and paradigms are changing. Due to the acceleration of progress and crisis processes, the rules of the game in the economy are fundamentally changing, politics, business. Everything, whoever attracts the latest technologies and approaches or adequate old ones will come out of the crisis with the least losses.

Adequate strategies come to the fore. The one, who has a strategy, knows, what to do in the future, possesses the necessary information and data - is in a fundamentally advantageous position in comparison with others.

The whole world is in search of new ideas, resources and capabilities. Many people try to invest the accumulated financial resources in innovative projects, which will allow you to survive after the crisis. Most short projects do not provide those profits and opportunities, which were even half a year ago.

Every man for himself. Hope for the state, higher authorities, the financial system and global interest in regional projects are melting before our eyes. Who prepared how, or has appropriate strategies, resources and technology - will be able to survive. Although tactically all sorts of associations and communication networks of various levels are being built.

In these conditions, the formation and promotion of a positive image of the state and branding of the territory is an additional factor and tool for promoting new opportunities and resources of the territory in changing conditions..

This allows you to declare your potential and attract additional financial and intellectual resources..

From information policy to branding

States, regions and individual cities, in our time, carry out large-scale projects to create their own brands and improve the image.

Every region in the world, has its own image and is a brand. Creating a positive international image and branding is one of the key tasks, which he sets before himself, in our time, every state, region, city, which seeks to provide its citizens with a decent standard of living, and also become an active participant in the international community. Successful branding of the territory allows you to effectively fight for global investment and tourist flows. Also, effective branding of the state is an element of the country's national security in modern conditions..

Fig. 4

Image of the territory - image and associations, arising when remembering a territorial unit.	Positioning - place of the region, cities in the minds of target audiences, along with competing territorial units.
Reputation - a set of unique characteristics, indicators, broadcast among target audiences.	Brand name - a set of unique characteristics of a territorial unit measured in economic terms (brand rating)

Country image factors, in my opinion, can be divided conditionally into internal and external. External can be called: foreign policy of the country, national interests and priorities, membership in international organizations, development of relations with strategic partners, investment climate, etc.. Internal factors are: welfare of the population, observance of the constitutional rights of every citizen, level of corruption, crime level, level of the shadow sector of the economy, social well-being, etc..

Also important are psychological aspects perception of a positive image of the country, such as the: pride in the country, desire to live in it, protect, happiness, comfort and projection of your future with the country. From outside, this is: country curiosity, desire to come to it, do business and invest in it, comfort and safety associated with the territory.

According to the methodology for assessing brands of countries and territories Simon Anholt ( Simon Anholt, Brand Hexagon 2002) score on six indicators: tourism, exported brands, investment and immigration, culture and customs, population, foreign and domestic policy (fig. 5).

Country reputation indicators (Reputation Insitute methodology, CountryRep)

Geographic attractiveness

Cultural attraction

Global attractiveness

Financial attractiveness

Attracting consumers (consumer appeal) :

Political attractiveness of the country

Economic attractiveness

Brand appeal (fig. 6)

Region branding inseparable from the processes of increasing its competitiveness, as a brand by its nature is a demonstration of competitive advantages and, respectively, greater cost. Branding means adding more value.

City branding is a process of increasing the competitiveness of a city by creating a positive image (image) cities, demonstration of competitive advantages, effective messages to target audiences about the unique abilities and differences of the city at the regional, national and international media.

Visual and verbal identifiers are the basis for the formation of the city's image and brand. Firstly, these are the official symbols of the city - the coat of arms, flag, hymn, as well as modern identifiers - the logo and slogan of the city, color spectrum. If the city's coat of arms has elements of the city's sacred symbols according to the heraldic canons, the modern logo, according to the rules of modern advertising and communications, displays the quintessence of emotional, psychological impressions from the perception of the image of the city. In the modern world, the logo and slogan provide information about the brand in the shortest possible time., and contribute to the best memorization among analogs (fig. 7)

This approach is also based on positive associative series., which are entrenched in many countries and cities of the world.

for instance, Switzerland - watches and banks, Germany - cars, Australia is a kangaroo, Spain - bullfighting, flamenco, Great Britain - tea, Queen, France - wine, champagne, cognac, fashion, Italy - pasta and pizza, Austria - alpine skiing, Japan - cars, TVs, martial arts, China - production of any cheap goods, etc..

There may also be a connection not only with objects., products and brands of the territory, and with emotional and mental characteristics. for instance, reliability is – Switzerland, passion, temperament (Spain), slowness (Estonia), traditionality (Great Britain), ideas and technologies (Germany), strength and freedom (USA) etc. Accordingly, for each country or city, you can compose a psychogram with a set of characteristics, based on research.

Also some countries choose one characteristic, in which they position themselves in the world in leading positions and promote it to the international community, making all sorts of ratings. The USA and the level of democracy can be cited as an example., and Russia - the integral power of the state.

Also, in this context, in the associative rows, colors are also assigned to some countries and cities. Red (China), black (Spain), yellow (Egypt), White (Greece), Orange (Holland), green (Iran).

These are all visual, semantic attributes of brands of countries, that can be used and developed to capitalize on opportunities.

Leadership in any important area, even winning competitions and sports competitions can be an element of forming a positive image and be an element of branding a country. Image quality, information and virtual factors affect quotes on exchanges, prices, government decision, resource allocation, etc..

When developing a territory brand, cities, it is important to identify the main target audiences for communication.

Also noteworthy are the main threads, which can be influenced with the help of image tools and branding

Effective branding of the region makes it possible to control and manage three types of flows - tourist, investment and migration at the regional, national and international level (see fig. 8)

Rice 8. Target audiences for branding (Methodology Bohush Communications, 2006)

	Regional level	National level	International level
Tourist image
Investment image
Socio-cultural (migratory) image

As a result of successful branding of the territory, control over these flows is possible with the help of communication projects and clearly defined target groups at the regional, national and international level. An economic branding model is built on the basis of this approach..

We attach great importance to the communication capabilities of the city, region, correct presentation and promotion at these levels. An integral part of the communication strategy is an effective image of the leader of the region and the city., stable political power.

Image of a leader (measure) cities of the territory. Successful branding of the territory, primarily, depends on the public activity of the political leader of the territory, his active participation in regional and central events, positive image in the city and country. I.e, in other words, the activity of the mayor of the city and the competent work of his press service and PR department are necessary.

Famous both domestically, and beyond (and, by the way, attraction of investments) have the opportunity to get exactly those regions, which have bright, ambitious leaders. It is with such presidents, mayors have the opportunity to be permanent newsmakers, which is very important in our information society.

If we consider a country or city as a single system, organism and according to three types of flows, that can be influenced by branding (tourist, investment, migratory), then any territorial unit can be divided into three levels of territorial entities. Depending on the level, you can talk about a different way of controlling flows.

Conditionally they can be called – "bright", "Strong" and "main" (Bohush Communications methodology)

for instance, when considering the country, we can talk about the capital, as about the "main" city, in which all three types of flows can be attracted (tourists, investments, migrants) (fig. 9).

In second place, we can talk about "strong" cities (industrial and business centers), in which, investment flows are primarily attracted.

And "bright" cities are specially selected for tourist flows., which may not have a developed industry, etc., but they have "bright" tourist sites, which are known far beyond the borders of this country.

In the same way, the city can be zoned into "central", "Strong" and "bright" areas or zones.

"bright" – tourist and cultural sites

"strong" – business, office center or industrial area

"Main" or "central" – in which there can be a maximum concentration of all of the above objects. Bright, strong, the main ones are, in the appropriate sense, territory markers.

If you try to assess the brand value of the territory, region, countries, then it is necessary to take into account the value of brands - industry, regional, national. The integral total component is an important indicator for assessing the brand of the territory. Often it is part of the "MADE IN ..." brand, but only in business communications. Political, social and cultural components are separate factors for assessing the brand of the territory.

As a result, we note, that during a crisis it is necessary to direct resources not only to maintaining life support and survival, but also for the development of strategies and brands.

Five principles of territorial branding

the uniqueness of the region's identity can be the most important driver in the branding of territories
rational approach to the control of tourist, investment and migration flows are the key to successful brand management.
The activity of the leader of the territory can actively influence the capitalization of the brand
Clear delineation of concepts - image, positioning, reputation and brand - allows you to make the most of the opportunities of everyone.
An active information policy and advertising is the most important tool for promoting the territory.

Supplements

Definition of terms

Strategic planning Is the process of creating an algorithm of actions, aimed at achieving strategic objectives for the medium-term (3-5 years) and long-term (10-30 years) perspectives.

The basis of strategic planning is the calculation of the best use of national resources to maximize the acceleration of movement in the strategic direction..

Scientific strategic planning is the only toolkit to ensure the crisis-free development of the economy in the direction of sustainable growth in the quality of life.

City strategy – this is the general direction (vector) future city development, guiding line, which the local community adheres to in a particular situation; this is a foreseeable prospect, shared by members of the urban community and implemented in their intentions and actions.

INselection of key development areas, integrating the main goals of the city, the policies and actions of the urban community into a coherent whole.

Systematic strategy building allows you to link the vision of the futurehim city development with the goals of specific programs, which,in turn, are concretized into projects and events. In this way, a high communication level strategic and operational management and is provided broadcast strategic decisions to the execution level.

Strategic plan - plan (trajectoryI) the best use of resources for maximum acceleration of movement (development) in context of the strategy.

allows you to create conditions for future development, helps to make current decisions taking into account strategic goals

Sustainable development (English. sustainable development) - process of change, in which the exploitation of natural resources, investment direction, scientific and technological development orientation, personality development and institutional change are aligned and reinforce current and future capacities to meet human needs and aspirations.

The deep essence of the transition to sustainable development is the survival of humanity and the simultaneous preservation of the biosphere, in other words, in the preservation of the biosphere and civilization.

(Material from Wikipedia).

General plan (English. Urban plan, Master plan, City plan)

- project document, on the basis of which the planning is carried out, building, reconstruction and other types of urban development of territories, and it is also a scientifically grounded long-term plan for the development of the city

Brand name (English. brand)– is a sequential set of functional, emotional, psychological and social promises to the target audience, which are unique and meaningful to her, and best suited to her needs. The most important brand elements: difference from others, achieving competitive advantages and the ability to establish increased (рremium) the price.

City branding - the process of increasing the competitiveness of the city by creating a positive image (image) cities, demonstrationsand competitive advantages, effective messages to target audiences about uniqueNS abilityI and distinguishedIcities on the regional, national and international media.

City branding is an important element in ensuring social stability. This is achieved due to the fact, that branding enhances the self-esteem of local residents, making their living more comfortable and less conflict.

City branding allows authorities and business circles to interact most effectively with different target groups: investors, interregional and export markets, population, tourists. It translates the strategic advantages of the territory into language, which is understandable to these groups, and greatly enhances the significance of these benefits.

Image of the city Is the image of the city in the minds of target audiences at the regional, national and international levels. The city's image consists of an investment, tourist and migration components.

Investment image - a comprehensive display of various aspects of the investment climate in the view of investors as potential, and existing.

Investment climate - a set of objective conditions for investment, which consists of both economic, and political and social components, including: Natural resources, work force, legislation.

Brand book (brand book) - document, guidelines, which sets out the terms and conditions for the use of the city logo and brand attributes.

Positioning - the place of the brand among competitors in the minds of target audiences.

Tagline - word, phrase or laconic phrase, which is easy to remember, defines the essence of the advertising message and brand positioning.

Tourist image - complex display of the city's image in the view of existing and potential tourists.

Target audiences Are public groups, which are defined for communication within the framework of communication and PR programs.

Recommended works of the author on this topic

The future of Ukraine's image, 2007 http://www.pravda.com.ua/news/2007/11/5/66346.htm
Strategic package for Ukraine, 2007 http://www.pravda.com.ua/news/2007/5/16/58781.htm
Investment image and climate in Ukraine http://www.bohush.org.ua/publikacii/detail.php?ELEMENT_ID=403
Opportunities to improve Ukraine's image in the context of EURO 2012, 2009 http://blogs.pravda.com.ua/authors/bogush/4b0b07351a45d/
”Masterpieces” branding of countries and cities, 2009 http://blogs.pravda.com.ua/authors/bogush/4b029c52d6e15/
Image of Ukraine: Ukrainian space, 2009 http://blogs.pravda.com.ua/authors/bogush/4accccd946504/
Image of Ukraine in St. Petersburg, 2009 http://blogs.pravda.com.ua/authors/bogush/49d7ac5503809/
Strategy and branding of the city during the crisis, 2009 http://blogs.pravda.com.ua/authors/bogush/49b8edcc6f687/
Regions branding: Odessa http://www.bohush.org.ua/publikacii/detail.php?ELEMENT_ID=88
EURO 2012. Communication strategy http://www.bohush.org.ua/publikacii/detail.php?ELEMENT_ID=101
Promotion and branding of the resort city of Truskavets, 2010 http://www.bohush.org.ua/publikacii/detail.php?ELEMENT_ID=421
International image of Ukraine: problems and prospects http://www.bohush.org.ua/publikacii/detail.php?ELEMENT_ID=398
Image of Ukraine: possible victories and defeats http://blogs.pravda.com.ua/authors/bogush/4b98e6a5373fc
Promotional campaigns in European media with Bohush Communications, 2011 http://www.bohush.org.ua/publikacii/detail.php?ELEMENT_ID=482
How can Ukraine get into good ratings??, 2011 http://www.bohush.org.ua/publikacii/detail.php?ELEMENT_ID=451
Image of Ukraine – view from Europe, 2011 http://www.bohush.org.ua/publikacii/detail.php?ELEMENT_ID=429
Promo of Ukraine in Europe and our image in the world media, 2011 http://blogs.pravda.com.ua/authors/bogush/4eb4233fde010/
Once again about the image and EURO 2012, 2011 http://blogs.pravda.com.ua/authors/bogush/4d9f3c4b053b3/
4 paragraph, which will allow Azerbaijan to improve its rating http://www.echo-az.com/index.php?aid=14645
It is important to break stereotypes in the West regarding Azerbaijan and Ukraine http://www.aze.az/news_ukrainskiy_polittexnoloq__64463.html
Investment image and climate of Ukraine, 2010 http://www.bohush.org.ua/eng/publikacii/detail.php?ELEMENT_ID=410
Ukraine’s image – a view from Europe, 2011 http://www.bohush.org.ua/eng/publikacii/detail.php?ELEMENT_ID=430
How can Ukraine get into good ratings?, 2011 http://www.bohush.org.ua/eng/publikacii/detail.php?ELEMENT_ID=457
Promo-campaign in European media with Bohush Communications, 2011 http://www.bohush.org.ua/eng/publikacii/detail.php?ELEMENT_ID=484

Principles of sustainable development of territories (Wikipedia materials):

In new settlements or city blocks, a humane number of storeys of residential buildings is being created (not higher 5 floors), planning solutions take into account the creation of a convenient transport infrastructure, easy accessibility of administrative, business and shopping centers, social institutions;
Construction is carried out according to the principle of cells, that is, green courtyards are created, playgrounds; business districts with high-rise buildings are separated from residential green areas.
When creating transport infrastructure, preference is given to the most environmentally acceptable transport (trolleybuses, trams, funiculars, overhead and ground electric trains, etc.); serious attention is paid to the development of public transport; use of bicycles is encouraged and supported.
A reliable calculation of parking spaces near residential areas and administrative and business centers is carried out in relation to the demographic and economic development of the region;
Much attention is paid to the improvement of territories, that is, artificial reservoirs are created (where is the opportunity), parks, alleys, embankments are being developed, etc.;
The functional purpose of each quarter is calculated, taking into account demographic perspectives, regional economic specifics (eg, industrial enterprises are created taking into account the wind rose and other factors) and even the realities of macroeconomics;
When creating an engineering infrastructure, the possibility of using local renewable energy sources in each quarter is taken into account;
The possibility of using indoor energy-saving technologies is being laid (devices for providing natural ventilation and lighting) in relation to the capabilities of the regional energy system;
An effective water supply and sewerage system is being created (sewerage with maximum primary treatment before discharge into water bodies) in combination with local waste water recirculation systems, purification of the so-called "gray" waters, that is, used for economic purposes;
A system of separate collection of solid household waste is being created, maximum recycling of secondary materials, working out schemes for the composting of non-solid household waste, convenient for the population;
The architectural appearance of buildings is consistent with the characteristics of the local landscape, with existing national architectural traditions.
Creation of social infrastructure facilities, necessary for the educational, cultural and spiritual development of healthy, creatively active society, moreover, taking into account the difference in age groups and stimulating society to active interaction.
Comprehensive solution to the problem of rationalizing waste sorting and recycling;
Stimulating relationships, driving the community:
- business relationships within the community, local market for their, barter relations;
- joint activities: building new houses for community members, fundraising in the framework of the development of projects of community members, medical care fees to individual members, joint cleaning of territories (subbotniks), tree planting, festivals, trade fairs, holidays;
- permanent meetings of commune members to develop a common strategy, decisions on issues of current life are made jointly;
- local self-governing democracy.
Development of a full-fledged local economy within small communities and small businesses, providing diversity, self-sufficiency and self-sufficiency.