“It was the best of times, it was the worst of times… it was the epoch of belief, it was the epoch of incredulity.” 

Charles Dickens’ classic opening to A Tale of Two Cities goes right to the heart of the biggest place branding challenge of them all - what people believe about a place. Ideally, a successful place brand initiative will amplify the “best of” perceptions of a destination while mobilizing locals to tackle their “worst of” challenges with a sense of possibility and ingenuity.

But what ignites a collective sense of possibility? What does it take to unlock a place mentality that’s stuck in negativism? In our experience, answers to these questions can be far more critical to the long-term viability of a locale than sophisticated economic models or business strategies much loved by politicians and economists.

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