Posted by Eduardo Oliveira on Jan 5, 2014
The top five most-read articles on PlacesBrands motivated me to write this post, along with some disquieting thoughts I’d been having. I want to follow up on my thoughts about the application of branding techniques to places, in particular by highlighting elements often hidden by scholars and misunderstood by practitioners. Nowadays, policy makers and practitioners tend to apply place branding as a ‘magical tool’ to solve everyday challenges. But that application has pitfalls that should be carefully contextualised, not randomly applied.