Deep dive 3: Place branding and marketing: telling your story on the world stage

Jul 9, 2025 | 1:45 PM - 3:15 PM
Puerta de Oro - Deep dive room 3

Description

A place’s brand is more than a logo or a slogan—it’s the story it tells the world. Place branding can help cities, regions, and countries redefine their identity, challenge outdated perceptions, and open new doors for local development via investment, tourism, and talent attraction. But to be effective, branding must be more than a top-down exercise—it must be an inclusive process that reflects local aspirations and identities. This session will explore the power of place branding as a tool for transformation. Building on successful examples, it will showcase strategies that make brands authentic and effective, demonstrating how they can evolve alongside shifting economic trends such as remote work, reshoring and sustainability.