Articoli taggati con ‘place branding’
This article tries to bridge the gap between place branding theory and practice. It takes the viewpoint of the practitioner and juxtaposes recent literature with work experience. It focuses on four basic principles underpinning a consultant’s work in place branding: 1) Consultant and client should take time to agree on their understanding of place branding and on what they can expect from it; 2) the motivation behind place branding needs to be as transparent as possible; 3) consultant and client need to find a compromise between the need for fast visible results and a robust analysis that pays tribute to the complex and political nature of place; and 4) a place branding strategy needs the involvement of a broad range of stakeholders and the formation of strong partnerships.
Many things are occurring in the cultural system. While scholars try to understand the features of the emerging paradigm, in the real world things simply happen: maybe the problems are quite the same as before, but the needs are certainly evolving. Culture is becoming central in the approach of so many individuals and groups and we can observe that, despite the frequent complaints generated by a fearful and static view, there is a shared perception of the unique and multi-dimensional impact of culture upon welfare and happiness. Rather than emphasizing the symbolic value of phenomena, the prevailing value is their actual ability to face and possibly solve problems. The articles on place branding by Ares Kalandides, and on crowdfunding by Chiara Spinelli address specific issues connected by a common orientation: a new conception of time and space needed to craft the emerging identity of contemporary society.
Place Branding is based on a very elusive concept of place identity that needs to be re-examined. An understanding of place as simultaneously absolute, relative and relational on the one hand and as the “coexistence of difference” on the other, opens up new perspectives for this concept. Looking at the ways that place is constituted and considering its individual constitutive elements, can lead to a more dynamic understanding of place identity that would integrate mental images, materiality, institutions, practices and representations. This has deep consequences on the conceptualization and practicability of Place Branding that then needs to be reconsidered in an integrated way.