His recent book, “Global Cities: A Short History,” explains how age-old forces such as trade, migration, diversity and technology have allowed some cities to emerge as global leaders while others fall behind. MR. CLARK: City branding is the accumulation of identity, reputation and the promise that any individual city can become known for certain characteristics. MR. CLARK: The typical failure is to think that cities need a logo, a slogan and an iconic image. MR. CLARK: City positioning is a long, slow process that doesn’t need to involve much money or ad agencies. We might have said 25 years ago that there were 10 global cities; today we might say there are 100.

Source: Wall Street Journal April 17, 2017 02:03 UTC