Place Brand Management in practice – workshop
Martin Boisen is a Danish urban and regional geographer specialised in the marketing and branding of cities and regions. His company is called For the Love of Place (based in The Netherlands), and over the last fifteen years he has advised more than 100 cities and regions on how to apply marketing and branding wisely. He is the vice chairman of the International Place Branding Association, advisor to the European Cities Marketing and a lecturer at the University of Groningen.
Place brand management is primarily about what a city or a region does, not what it says. Succesful place branding is therefore primarily about managing behaviour and less about promotional activities.
“Place Brand Management is like teenage sex: everyone talks about it, nobody really knows how to do it, everybody thinks everyone else is doing it, so everyone claims they are doing it.”
This quote is originally from Dan Ariely and about Big Data, but it works just as well for Place Brand Management.
In the last decade or so, many places have identified their core narrative, maybe even their core values and a couple of themes that (they think) make them stand out.
In practice though, place brand management often comes down to intuition. This is problematic. It makes it difficult to explain why certain initiatives were deemed more ‘on-brand’ than others, and it does not do justice to the extensive consultation of residents and stakeholders that often went into formulating the place brand strategy.
Several cities and regions have benefitted from Martin’s vision on place brand management, and are working with (their own versions) of Martin’s methods. To name a few: Amsterdam, The Hague, Utrecht, Groningen, Leiden, Province of Northenr Brabant, Luxembourg, York, Ghent and our hosts: Oslo.
In this short presentation, Martin will highlight why it is crucial to professionalise place brand management. In the workshop, he will introduce a couple of methods on how place brand management can be applied in practice. The best part is that you do not need to hire Martin at all to start working with his methods – you can start the moment you return home.
Martin will talk about how a place brand is managed and will conduct a workshop for 25 people.