CNP: How do you see the relationship between the perceived values of a city, region or nation and the place brand?

BD: The perceived values of a city, region or nation can, and will, directly influence the place brand, either positively or negatively. Values help to create an identity, whether for a person, a business or a place. Of course, the values of a place are not the only – or even the most important – component of a place brand, but it influences the brand identity. A community that is known to embrace diversity is far more likely to attract the interest of someone who values diversity than a place which is known for not valuing diversity. But herein lies the challenge:  does perception match reality?  If a community fails to live up to its perceived values, it risks disappointing the consumer. Imagine a region that is considered to be business-friendly suddenly implementing onerous regulations and anti-business tax policy. The level of reputational damage would be far greater than if the community had never been perceived as such.

CNP: Do you think the job of place branding is easier or more challenging now than it was five years ago? And why?

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