We caught up with Rhett Skelton, Executive Vice President for Skylight Intelligence to ask him a few questions ahead of his participation in our panel "Data-driven place branding strategies" at the City Nation Place Global Conference.

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

RS: Destinations need to have a clear understanding of how perceptions may differ from their ideal brand, in order to bridge gaps through campaigns, messages and other efforts. To understand the public’s perceived values, destinations should employ tools like social listening to gain first-hand and real-time insights into what people are saying about their brand.

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