Strategic Urban Narratives: Beyond conventional city branding

Thomas Sevcik

Development, 2011, vol. 54, issue 3, 343-344

Abstract: City branding and marketing have become key success factors for cities worldwide. But the results are mixed. One possible reason is that conventional branding tools have been used. But cities are not companies or products. They are complex, dynamic and living entities with a diverse stakeholdership. What is needed is a more comprehensive, inclusive approach. Thomas Sevcik suggests that one solutions could be the strategic use of ‘narrative’ as an overall guiding structure including key implementation and accountability elements.

Date: 2011
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