Nov 08, 2019

A Place as a Brand by Dr. Natasha Grand

Dr Natasha Grand

About this video

Description

Towns and cities increasingly have to compete for talent and resources. To win, they need more than good infrastructure and services: iconic places have compelling personalities, and are compelling brands. In this talk, attendees learn about different types of place personalities; how to define and communicate a place identity, how to build a community around it and how to turn a place into a global phenomenon.

Dr Natasha Grand

Natasha helps places define and communicate their identity, to inspire the feeling of belonging among residents and visitors. Natasha directs INSTID (Institute for Identity) that she co-founded in 2009. INSTID specializesin ‘hard cases’: places that few have heard of, and whose residents have low confidence, if much love, for their place. Over 10 years, INSTID has run projects for a combined population of 20 million people. With its experience and method, INSTID has become one of the core experts in the international place branding field, and has helped popularize place branding among civil servants and the public worldwide. Natasha received her PhD from London School of Economics in 2006 for a thesis on modern national ideologies.