What are the elements that make or break a placeshaping project? We reached out to our expert partners to discover what they’ve learned from their own projects to understand what every place brand or marketing organisation should know before embarking on their own placeshaping initiative.

When you’re taking something as complex and multifaceted as a place, how do you identify who you are and the values that are at the core of your DNA? Place brand and marketing leaders share what they consider the essential tenets of delivering a strategy that is firmly rooted in the authentic values of your community.

There’s a saying in marketing: “The riches are in the niches.” It suggests there’s more worth in marketing a specific product or service to a specific audience. Not one size fits all—fit just for them. It’s about resonance. Alphabet's Cathy Kirkpatrick looks into how this applies to place marketing.

Nurturing reputation and coming across as an influential player are both essential objectives for building soft power. But how should nation brands go about growing reputation and influence? Drivers analysis conducted by Brand Finance experts on the Global Soft Power Index data provides the answers.

Prioritising growth in terms of visitor numbers alone means that local residents are likely to lose out. The Travel Foundation's Kelly Galaski explores how destinations can embrace a holistic approach to planning that includes a broader range of key performance indicators to ensure you can make informed decisions for residents and visitors alike.