Interview with Oliver Zöllner of Stuttgart Media University, Germany

In this interview with Oliver Zöllner of Stuttgart Media University in southwestern Germany, we take a rather down to earth, slightly critical view of the young field of place branding, as we are urged to not disregard negative stereotypes when capturing the essence of places.

Learn about:

  • The difficulty in bringing out the essence of places and fighting negative stereotypes in order to build authentic and meaningful stories about them;
  • Which product marketing norms apply to places and which don’t;
  • The role of diasporas in communicating place bands externally;
  • The potential pitfalls of blindly relying on the algorithms of social media platforms to spread your place brand messages;
  • A critical perspective on place brand value measurement.

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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!