Can branding fail?
Branding can fail. Branding is all about marketing your cities assets to the rest of the state, country and world. It is very important that this process begin by being based on fact rather than fiction. If government officials attempt to manufacture a brand, instead of creating an environment that will promote itself, they are doomed to fail. According to Robert Jones, the consultant director for Wolff Olins, another brand consulting company, “Most great cities have a brand that’s developed organically — Paris around romance, or Hong Kong around trade. For many cities, it’s impossible to sum up the brand in a word — they’re multi-dimensional and also changing. So trying to create city brands artificially is a dangerous and, sometimes, presumptuous business.” Before attempting to create a brand, local officials should first ensure that their cities are functioning properly. What happens if my city does not create a brand? Branding can be used to help create a positive image of your cit
