In times of turbulence, your diaspora is a vital strategic asset to your place brand strategy. Katherine Fitzpatrick and Dr. Martin Russell outline how you can engage your diaspora to deliver mutually beneficial success.
Your diaspora can be a hugely positive force in how you build your reputation and amplify your values. We spoke with Diane Edwards, President of Jamaica Promotions Corporation [JAMPRO] and one of our 2022 City Nation Place Awards judges, to understand how they engage the Jamaican diaspora in the economic development of their home nation.
Anders Engdahl
Head of Debt Purchasing, Lindorff
With new challenges around funding and data, place brands are having to become more innovative in their approaches. Malcolm Allan, President at Bloom Consulting, shares some of his thoughts on the opportunities arising for place brands.
There are numerous examples of places that didn’t listen to their community and launched communications campaigns which were then lambasted by citizens who disagreed with them (Vilnius’ ‘G-Spot of Europe’ campaign springs to mind quite quickly), and of places who are facing a citizen backlash to the success of their tourism attraction strategy, or even – as the case of Long Island in the USA and the rejection of the new Amazon HQ plan – a rejection of successful investment attraction and economic development. So how do you ensure your community are engaged with your place brand strategy?
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