Place branding is about creating a compelling case for why your location matters, and the secret to place branding lies in highlighting a city’s unique competitive identity. In this presentation given at the International Economic Development Council's fall conference in Atlanta, Resonance Consultancy President Chris Fair and New York University Schack Institute of Real Estate Professor and Urban Lab Director Steven Pedigo share their latest research on the factors that shape a city’s competitive identity as a place to do business, live, and visit. They also share examples of how economic development organizations can use this information to create authentic, data-driven positioning and marketing strategies to engage the audiences they are seeking to attract.
What you will learn:
• An understanding of why a competitive identity is critically important for attracting investment
• A framework for uncovering factors that help shape a community’s identity
• Best practices and case studies from communities that have effectively built city brands