How Israel Used Micro-Marketing to Improve Country Brand Perceptions

Amir Grinstein, Associate Professor of Marketing at Northeastern University (USA) and VU Amsterdam (the Netherlands), shares his research findings on how Israel used micro-marketing as attempt to (re)position the country and improve its image abroad.

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Differentiating the Place Brand: Insights from the Revived Gold Coast (Australia) City Brand Story

Amelia Green reflects on the role of city brand storytellers in place branding, and illustrates how storytelling can be enhanced by local media, such as in the case of Blank GC, reviving the Gold Coast city brand story.

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