This is an insight-filled overview of place branding written by WhereBrands founder Jeremy Hildreth. Published in the quarterly academic journal Place Branding and Public Diplomacy, it succinctly and very readably lays out our ideas regarding the rights and wrongs and dos and don’ts place branding.
The abstract explains:
Editor Simon Anholt asked Jeremy Hildreth for his ‘ big picture ’ thoughts on the state of the place branding field – where it is, and where it might be going.
This article employs many evocative metaphors to define and describe the benefits and hazards of place branding. The article takes the view that, broadly speaking, successful place branding results when certain mistakes are avoided and certain other challenges are imaginatively and thoughtfully resolved.
The article proposes a generic, narrative meta-model of place branding, which any place may refer to regardless of the present level of development of its product, perception or promotion. Some of the tools of place branding – including graphic design, advertising, marketing communications, architecture and exports – are explored. And mention is made of the innovations and refinements that are needed in the near future, including cross-fertilization of the place branding discipline with insights from such fields as evolutionary science.
The article concludes by likening the current state of place branding to an old map of the world, where the continents have all been discovered and are in the right places but some of the landmasses are misshapen and many are are still marked unexplored.
You’re welcome to download the full article for free here, HOWEVER, in order to keep within the bounds of the publisher’s copyright restrictions, to gain access to the paper shoot us a quick email and we’ll give you the password.