How to Develop a City Brand Strategy – Example Mississauga (Canada)

“Focus on the Future” – City Branding of Mississauga in Ontario, Canada. Case study by David Ferreira, Jeannette Hanna and Malcolm Allan on how to develop a city brand strategy.

David Ferreira is the Brand Manager for the City of Mississauga in Ontario, Canada; Jeannette Hanna is the strategy Director for trajectory, a brand strategy and design agency based in Toronto, who led the consulting team that developed the city’s brand strategy; Malcolm Allan is the founder and managing director of Placematters, a UK place brand strategy consultancy, based in London, who provided advice on city branding strategy and practice.

Learn about:

  • How Mississauga, Canada’s sixth largest city, is reshaping its image beyond the shadow of nearby Toronto;
  • Mississauga’s strategy to attract international talent and investment;
  • The lessons from Mississauga’s approach to initiating, creating and implementing a place brand proposition;
  • Initial challenges of the city branding initiative and how they were overcome;
  • The research phase;
  • The implementation – bringing the Mississauga brand alive;
  • Key learnings and city brand strategy advice.
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The Editorial Team

Hi there, we hope you've found this article useful. Want to stay up to date on latest place branding insights, stories and examples? Sign up for our free email newsletter! You might also be interested in our services. Have a question or suggestion? Get in touch!