Dr Giannina Warren

PROFESSIONALISATION OF PLACE BRANDING

From a research perspective, I was always most concerned with the profession of place branding, since that’s the angle from which I entered the space. It struck me in my job at City of Toronto, that despite the little formal training I had, I enjoyed a great deal of power over a broader narrative - the stories, PR, press releases, speeches, marketing copy, pitches, policy briefings and social media that floated through the public realm, influencing decisions, visit intentions and the experiences of people in the street. This was a form of ‘symbolic power’ that was achieved through a series of unofficial, non-systemic and largely unseen activities that were invisible, and yet highly influential. Developing a better understanding of the nuances of the practice of place branding - that’s always been my fascination, and the research helps me stay connected to the active practitioner community. 

I believe the talents, networks, backgrounds and unique skillsets of place branding professionals are the key drivers of the process. While there is a great deal of literature on the theory and practice of place branding and its outcomes, there is relatively little attention paid to the experiences, perspectives, and motivations of the individuals who are responsible for implementing branding strategies. My research seeks to fill this gap by exploring the everyday practices and challenges of place branding practitioners, as well as the personal and professional factors that shape their work. Through this research, I have gained insights into the complex and often messy realities of place branding, and the importance of understanding the human dimension of this process.

I am particularly interested in uncovering the largely ‘invisible’ work performed by influential promotional intermediaries in place branding, and position them at the heart of cultural urban policy and planning endeavours. My work seeks to highlight the organisational collaborations that occur at various levels of government and among many different stakeholders that anchor a city’s promotional efforts over the long term.

CLIMATE CHANGE AND CITY BRANDING

Cities are increasingly acknowledging the importance of aligning their brand strategies with the goals of sustainability and climate change mitigation. This can take many forms, such as promoting sustainable transportation options, highlighting green spaces and natural attractions, and showcasing local initiatives and innovations in sustainability. However, there is still a long way to go in terms of fully integrating climate action into place branding strategies. In many cases, sustainability is treated as a separate issue from branding, rather than being seen as a core component of a city's identity and reputation. I believe that there is a need for more research and practical guidance on how to effectively combine place branding and sustainability, in order to create more resilient and equitable cities for the future.

I’m working with an esteemed team of collaborators, including Dr. Evan Cleave (Geography, Toronto Metropolitan University) and Dr. Chad Walker, (Urban Planning, Dalhousie University) on a project that includes focus groups in the UK and Canada, linking climate activists, energy transition actors and environmentalists with Destination Marketing Organisations (DMOs), place branding practitioners and local officials responsible for city marketing.

We’re finding that while cities are quick to make policy announcements regarding Net Zero targets, often adequate funding, strategic planning and resources allocated to properly communicate these policies are not forthcoming. Further, professionals are met with audience resistance to reception due to socio-economic disparities, competing priorities, and message fatigue.

The research so far points to some unique and innovative ways of bridging the gap that are both internal (unofficial and non-systemic ways of working within the bureaucracy) and external (creative message strategies, campaigns and citizen engagement initiatives).

I’m also working on a hyper-local project with my colleague Dr. Johan Siebers (Law) at Middlesex University, partnering with the local Barnet Council in Greater London on their BarNET Zero Climate Action strategy. We are embedded in their Citizen and Youth Assembly process and working with the local government to develop an action toolkit for small cities and boroughs. It is fascinating to watch the deliberative community engagement process at a local scale, and reflect on the impact it might make as smaller places begin to enact their climate action plans at ground level.

By utilising an international and interdisciplinary approach to the research that includes marketing, media and communications, geography, and urban planning, we’re hoping we might offer a better understanding of how cities can overcome sustainability communication challenges and catalyse behavioural change that will have a lasting local and global impact, at every scale.

MED1020 Advertising and PR in Context

MED2020 Promotional Practice

APM1002 Public Relations Practice

APM2053 Promotional Cultures

APM3005 Place Branding and International Diplomacy

PLB4000 Place Branding Theories and Concepts

PLB4001 Implementing a Place Brand Strategy

PLB4002 Competitive Identity, Creativity and the Central Idea

PLB4003 Stakeholders, Sustainability and Social Cohesion

PLB4004 MA Place Branding Major Research Project