The concept of place branding is fairly new in the new world. The geographical and cultural distance between our sub continent from the rest of the world contributes to an isolation that apparently enhances this abyss. I say apparently because, in fact, this cultural distance is not so big.

In the last City Nation Place conference, it became clear that some of the main issues present in the place branding discussion in South America are also present in the rest of the world and that, although the practice and reflection are still in their early days here, we are more united by doubts that by certainties.

More than doubts about the discipline, we face an adverse political and economic situation. While the so called developed countries plan their place brands with the perspective of decades, here in Latin America, and I can talk specifically about Brazil, we not only don’t plan, but, even worse,  when we do, we think of the period of government (with the change in the electoral law, it comes down to four years) -  because we do not think of a place brand in terms of its relationship to society, but as a government brand, disguised as a place brand.

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