From place brand campaign to true place brand strategy

So often the focus of a place branding project is on communicating the brand's central idea externally, and the most important part of a place – its built environment – can be forgotten or overshadowed. CivicBrand's Brisa Byford and Layne Ferguson explore how you can infuse your brand's story into the built environment - told through the lens of a place branding project in High Point, North Carolina.