by Ares Kalandides
This is my latest article for the Tafter Journal. Here I take the viewpoint of a practitioner and discuss Place Branding in day-to-day work to extract a series of principles that can serve as reflection. You can read the full paper here.
The four principles are:
Principle No. 1: Consultant and client should take time to agree on their understanding of place branding and on what they can expect from it.
Principe No. 2: The motivation behind place branding needs to be as transparent as possible.
Principle No. 3: Consultant and client need to find a compromise between the need for fast visible results and a robust analysis that pays tribute to the complex and political nature of place.
Principle No. 4: A place branding strategy needs the involvement of a broad range of stakeholders and the formation of strong partnerships.