Articles
Original English articles on identity, strategy, reputation and destination promotion.
Articles retain their original publication dates. Historical examples and references should be read in that context.
2026-01-06
In an environment where algorithms shape visibility, channels fragment, and messages lose credibility, trust emerges as the most valuable strategic asset a brand—and, by extension,…
Read article →2025-11-18
Enrolling in the Sustainable Tourism Destination Management program at Cornell University, supported by UN Tourism, has been an opportunity to step back and look at the bigger pict…
Read article →2025-06-17
When we think of global examples of successful place branding, India inevitably comes to mind. Campaigns like “Incredible India” did more than just put the country on the map; they…
Read article →2025-04-01
When we think about branding, we usually picture logos, advertising campaigns, and catchy slogans. But what happens when the product isn’t a coffee or a smartphone, but a city, a r…
Read article →2024-11-25
In Place Branding, small and medium-sized cities have unique opportunities to project themselves internationally, attracting tourism, talent, and investment. They can even compete …
Read article →2024-10-21
Evaluating the effectiveness of city brand strategies is crucial in modern place branding. The article "City Brand Strategy Evaluation: in Search of Effectiveness Indicators" by Ma…
Read article →2024-07-31
Oslo has done it again! The Norwegian capital is turning heads with its latest tourism campaign, one that’s as bold as it is brilliant. In a move that's sure to spark conversations…
Read article →2024-03-14
After 40+ editions of this newsletter, I return with a central theme that shows the academic support for the study of Place Branding and the areas where it still falls short. These…
Read article →2024-03-06
Promoting a destination on the international stage entails more than just tourism. It involves attracting investments, increasing exports, enriching cultural offerings, and standin…
Read article →2024-02-07
Have you ever wondered why some destinations draw your attention like a magnet while others just... don't? Well, behind that magnetism (or lack thereof) there is a science and art …
Read article →2024-01-25
Welcome to the Happiness Revolution! Imagine you're planning your next vacation. What are you looking for? Sunny beaches, majestic mountains, or maybe a cultural getaway? Sure, all…
Read article →2023-09-25
The place we call home profoundly impacts who we are and how we perceive ourselves. A city's personality, driven by its brand (Place Branding) and its space (Place Making), can inf…
Read article →2023-07-11
The regional elections in Colombia this year are not only political events but also crucial moments to define the trajectory of the country's cities and regions. These elections ha…
Read article →