Place branding: bringing innovation to your region

 

Unleash the potential of place branding in the midst of ever-changing and challenging environments 

by Dr. Renaud Vuignier, Senior Analyst

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What is place branding?

The reputation of a city, a region and a country is tremendously important for its economic development in the context of global coopetition. To help navigate these challenges and support the development of a region, place branding has become a necessary professional expertise.

Place branding refers to the coordinated use of marketing tools with the aim of developing, communicating, and promoting a variety of services and products to its inhabitants and interested stakeholders. Its goal is simple: making a place attractive and striving to maintain it in the long run. Place branding is not about selling a place, but about compelling people to discover, live and innovate within the space. 

“Place branding is not about selling a place, but about compelling people to discover, live and innovate within the space.”

Place branding and COVID-19

The current pandemic represents a major challenge for place attractiveness. It forces us to rethink mobility, as health measures are limiting global travels. Some of these measures are most likely here to stay. Therefore, a place branding strategy should address these new challenges. Defining a more sustainable way to brand a region in the midst of a global crisis has become essential. 

Various initiatives are already emerging to boost attractiveness, such as economic support for SMEs. A place branding approach can increase consistency and help with the continual development of different regions, especially in ever-changing and challenging environments. 

Co-creating processes

A place branding approach enables the development of an ecosystem in which all stakeholders - institutional, economic, and cultural - can contribute to its development. It has the potential to enhance the value of the place as a whole, to strengthen synergies, and to harmonize marketing and communication. 

The involvement of stakeholders, guided by a common vision for a region and its future development, are crucial priorities that will determine the success of the approach.

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Discover how to design your place branding strategy

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Designing your place branding strategy 

In order to bring innovation to your region, our team can accompany you from strategic reflections to implementation. Reach out to us at hello@conexkt.world if you would like to discuss ways to bring innovation to your region. Discover how to reinforce synergies in your region, enhance its identity as a whole and harmonize marketing and communication efforts.

About Renaud Vuignier, Ph.D
Renaud Vuignier is a Senior Analyst at Conexkt. Renaud specializes in policy analysis and strategic thinking. He holds a Ph.D. in Public Administration from the University of Lausanne, Switzerland. 

Expertise: Strategic Thinking, Policy Analysis, Public Management, Public Marketing, Place Branding, Economic Development, Innovation Policy, Trade

 
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