Creating an authentic brand for a ""place"" is different than creating a brand for a product. As a result, there are different skills people can learn and different tools that are most effective. Whether you're a developer, a city planner, an architect, or a community leader, you know the difference between places that feel fake and places you envy for their authenticity. In this session, we will teach you how to tell the story of your place across all the different touchpoints where your key audiences come in contact with your brand, whether in traditional communication vehicles, but also in the built environment and online. We will work through the following topics: Identifying Key Audiences and Motivations, Learning from Aspirational Peers, Design Trends vs. The Long-Term, Branding v. PR v. Marketing v. Sales
