....There are several cities in America such as Detroit on the negative end of the spectrum and Miami on the positive end of the spectrum that have experienced a change in perception over the years. So what can be done to change the perception of a place when the fortunes of the community have reversed? There are essentially 4 Key Steps to a implementing a successful Place Branding Strategy:
- Assemble a Diverse Team of Advisers
- Partner with the Business Community in the surrounding area
- Concentrate on Achieving Key Objectives
- Leverage Existing Community Assets
Any successful branding strategy requires the dedication of adequate time, resources and organization. In the case of Place Branding, it is best to move moderately rather than be overly aggressive. The alliances that have been forged can be broken and confidences of the various stakeholders can be easily eroded. Yet if managed properly, an area that was thought to have already seen its best days can be transformed into a vigorous, lively and productive community....
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