Reality counts, not appearances
Globalization has made the world increasingly smaller and competition between cities increasingly fierce. Leaving your image at random is something you cannot afford.
The practice of place branding as a marketing discipline will continue to grow. In a globalized world, cities or countries compete with each other to attract and export talent, products and services, and that affects their level of socioeconomic well-being. It is desirable that its fundamental principles be widely known.
I like to summarize them like this: first, to separate the management of the image from the political dispute, avoid turning it into a combat weapon to win elections or wear out the opposite; I call it the Pax Romana effect, that inner tranquility that allows you to work, live, grow and improve.
Any strategy and positioning must respond to the truth, to the real attributes and values
Second, the Mandela effect: participate and co-create. You have to work with all the agents in the territory to develop a mostly accepted position.
Third, the ATP effect: being # 1 for a moment can be a great satisfaction, but it is not the most important thing; It takes consistency, solidity and staying in the top positions to facilitate a significant flow of profit.
And fourth, not to fall into what I call the Saddam effect: Hussein frightened the world by promising “the mother of all battles”, but reality denied him right away. Any strategy and positioning must respond to the truth, to the real attributes and values. What counts is reality, not appearance.
* The author of the article, Marc Puig i Guàrdia, is an advertising and communication consultant