In his second book, Bill Baker again skillfully cuts through the theory,
advertising-speak and branding jargon to simplify and clarify the
practice of branding small cities for improved tourism, economic
development, placemaking and urban design. This must-read primer
demystifies branding, shows how to uncover your most potent brand
platform, and provides real world examples, as well as affordable,
proven tools, templates and checklists to help breathe life into small
city branding and marketing. Baker s writing style has been
describes as engagingly direct and to the point, and his books are
recommended as essential reading for anyone involved in the study or
implementation of city and destination branding, marketing and planning.
This revised edition has retained and updated its focus on the
essentials for successful destination and place branding. Among the
additions are: - The essentials for successful brand
planning for small cities including new and updated processes, advice,
checklists and techniques.
- Explanations of the different forms of
place branding, branding in tough times, selection of place branding
expertise and the role of product development, placemaking and
wayfinding in place branding.
- How to introduce a strategic focus to enhance small city competitiveness. - Interesting insights from some of the world s leading place branding consultants, academics and practitioners.
- Worldwide examples from the USA, Asia, Europe, Middle East and Australia.
While the title is Destination Branding for Small Cities, the
underlying principles and processes can just as readily be applied to
regions, counties, Downtowns, Main Streets, resorts, and even states and
countries.