Place or neighborhood branding can be tricky. New brands or rebrands tend to upset current residents while they can confuse potential future inhabitants. Simply the concept of “place branding” can feel alien or intrusive.
The International Place Branding Association (IPBA) is working to develop methods to help design professionals with this quandary. It lays out principles that include “transcending traditional marketing,” “building a respected identity that enhances local quality of life and global perception [for nation and city projects],” and advocating for a “holistic approach, integrating cultural, ecological, political and technological considerations.”
With the advent of AI, all of us will increasingly be faced with boilerplate branding and soul-less, glossy identities that hide rather than reveal truth. Sooyoung Cho, CEO of the design firm bread and butter, discusses how human designers can continue to produce work that is far superior due to its humanity, sensory depth, and authenticity.