That's the power of effective branding. Rarely do cities do a good job of targeting their message to the customers — residents and businesses — they want. But in nearly all cases, the best city brands evolved organically, without the aid of the cities that benefited from them. If cities are going to develop effective brands, they have to concern themselves with multiple layers of branding — from neighborhood to subregion to city — and develop uniting themes for each. Creating a city brand can provide big dividends to a city.

Source: Forbes March 21, 2018 17:34 UTC