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How do you design and implement a place branding strategy that reflects the local context and values?

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Place branding is the process of creating and communicating a distinctive identity and reputation for a specific geographic area, such as a city, region, or country. It can help attract visitors, investors, talent, and media attention, as well as enhance the sense of belonging and pride among residents and stakeholders. However, place branding is not a one-size-fits-all solution. It requires a careful analysis of the local context, culture, values, and aspirations, as well as a participatory and inclusive approach that engages different voices and perspectives. In this article, we will explore some examples of successful place branding strategies in the context of urban regeneration, and how they have contributed to the social, economic, and environmental transformation of their places.

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1 What is urban regeneration?

Urban regeneration is the process of revitalizing and renewing urban areas that have experienced decline, decay, or disinvestment. It can involve physical, social, and economic interventions, such as improving infrastructure, housing, public spaces, services, amenities, and governance. Urban regeneration aims to enhance the quality of life, well-being, and sustainability of urban communities, as well as to foster innovation, creativity, and competitiveness. Urban regeneration can also offer opportunities for place branding, as it can help redefine and reposition the image and identity of a place, as well as showcase its unique assets, values, and potential.

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2 Why is place branding important for urban regeneration?

Place branding can be a powerful tool to support and enhance urban regeneration efforts. It provides a clear and coherent vision, narrative, and identity for a place, as well as tools and actions to communicate and promote it. Place branding can attract and retain visitors, investors, talent, and media attention by highlighting the distinctive features, strengths, and opportunities of a place. It can also engage and empower residents and stakeholders by involving them in the co-creation and co-delivery of the place brand. Additionally, it can inspire and influence positive change by articulating the desired future state of a place and the values that guide its development and governance.

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3 How to design and implement a place branding strategy for urban regeneration?

Creating a place branding strategy for urban regeneration is not an exact science, but there are some general steps and principles that can guide the process. Firstly, it is important to conduct research into the place, its history, context, culture, assets, challenges, opportunities, stakeholders, and audiences. Secondly, define the vision, mission, values, and objectives of the place brand, as well as the core message and identity that convey its essence and differentiation. Thirdly, develop a place brand strategy and action plan that outlines the key activities, channels, partnerships, and resources needed to implement the place brand. Additionally, create a place brand identity system and toolkit that includes visual, verbal, and experiential elements of the brand like a logo, slogan, color palette, typography, imagery, tone of voice, stories and events. Finally, implement and manage the place brand by launching and activating the brand identity and toolkit while monitoring and evaluating the results and impacts of the place brand.

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Michael A. Hill

Landscape Architect, Sites of Civil Rights and Resistance Program Manager WO, National Forest System, Field Services and Innovation Center, Enterprise Program
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Place branding and urban regeneration are both, in our current culture, dependent on capturing the "real spirit of the place." This spirit is a product of the organically developed culture and history of a place. To me, you can't effectively 'place brand' if your urban regeneration starts a massive wave of gentrification. The current residents -- their culture and history -- created that ineffable something that you're trying to monetize. Everyone likes money and an improved lifestyle, including the current residents. You have to involve them in the processes and put bulwarks against gentrification in place. Everyone should have a voice in what happens next. Otherwise, the place branding is as superficial as a Disneyland neighborhood.

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4 Examples of successful place branding strategies for urban regeneration

To demonstrate how place branding can support and enhance urban regeneration, consider Bilbao, Spain; Medellin, Colombia; and Rotterdam, The Netherlands. Bilbao underwent a dramatic transformation from an industrial and port city to a cultural and creative hub. Its place branding strategy emphasized its iconic architecture, cultural heritage, gastronomy, innovation, sustainability, and social inclusion initiatives. Medellin overcame its violent past to become a model of social and urban innovation. Its place branding strategy highlighted its resilience, diversity, optimism, public transportation improvements, education, health, security, vibrant culture scene, natural beauty, and entrepreneurial spirit. Rotterdam embraced its modern and dynamic character after World War II with a place branding strategy promoting its distinctive skyline, waterfront, architecture, creative industries, maritime heritage, multicultural diversity, openness to innovation, and collaboration.

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Keval Kaushik

Founding Director @ Sthala | Housing and Urbanism
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In my experience London has great examples of transport or urban mobility led regeneration projects. King’s Cross Station and Stratford Station are two such urban regeneration examples.

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How do you design and implement a place branding strategy that reflects the local context and values?

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1 What is urban regeneration?

2 Why is place branding important for urban regeneration?

3 How to design and implement a place branding strategy for urban regeneration?

4 Examples of successful place branding strategies for urban regeneration

Urban Regeneration

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