This 3 hour course will enable you to: - Define the key steps in a place brand implementation journey. - Understand implementation fundamentals, and how to put strategy into action, as well as measure and communicate results. - Make strategic decisions and find appropriate solutions to place branding problems, informed by analysis of political, professional and practical challenges.

This Masterclass focuses on the need to “future proof” your place brand strategies from the major risks that your place faces by taking action to address them to mitigate their impacts. If you fail to undertake a thorough risk assessment of your brand strategy and its implementation plan then you are moving forward without understanding the trends and events that could knock your strategy off course, and damage your brand.

This Masterclass will introduce you to the world of place branding; you’ll learn about how the field has emerged in the last two decades, becoming a discipline and an industry in its own right. I’ll share the context and historical foundations of nation and city branding, and differentiate between the two, helping you give some thought to where your place might sit in the mix. You'll learn about the key components of successful place branding strategies, common challenges faced by practitioners, and how to overcome them.