Key Features

A Masterclass for brand strategists and Brand Teams.

The focus is on the importance of future proofing brand strategies from the impact of a variety of types of risk.

How It Works

The Masterclass provides examples of behaviours that can put place brand strategies at risk.

And it showcases a range of ways in which brand strategies can assess risks and go about mitigating and minimising their impacts.

Benefits

Future proofing a brand strategy can reduce the risk of its failing to achieve its objectives.

Can improve the selection of projects, policies, events, etc. for inclusion in its brand implementation plan.

Can enhance the reputation of the place and its brand through the process of future proofing.

Malcolm Allan brings a wealth of experience to his role as an instructor for the "Masterclass: Future-Proofing Your Place Brand Strategy" course.

With a dynamic career spanning over two decades in the realm of destination marketing and brand strategy, Malcolm has consistently been at the forefront of innovative approaches to place branding. His expertise is rooted in a deep understanding of the complex interplay between local identity, economic development, and global competitiveness.

A sought-after consultant, Malcolm has helped cities, regions, and countries around the world to craft and implement brand strategies that are resilient, responsive, and forward-thinking.

Passionate about the transformative power of effective place branding, Malcolm has dedicated himself to mentoring and empowering the next generation of place brand strategists. Throughout his journey, he has developed an acute sense of the unique challenges and opportunities that lie in navigating the rapidly-evolving landscape of place branding. In the "Masterclass: Future-Proofing Your Place Brand Strategy" course, Malcolm combines his hands-on experience with a rigorous academic perspective, providing participants with invaluable insights and practical tools. His engaging teaching style fosters a collaborative learning environment where students not only master the theoretical underpinnings of the subject but also learn to apply them in real-world contexts to create lasting and meaningful impact.