About Us
The Place Brand Observer (TPBO) is an independent publication and resource hub spotlighting standout places and the people shaping them — through strategy, creativity, and purpose.
For over 12 years, we’ve been curating stories and insights from cities, regions, and countries navigating change and building trust. From world capitals to smaller, often-overlooked places, TPBO tracks the signals of smart positioning, meaningful placemaking, and long-term reputation building.
Our Place Brand Leaders Yearbooks and special editions offer a curated view of who’s leading the way — and how. They combine thought leadership, standout cases, and peer recognition to reflect where place strategy is headed, and why it matters.
Through Custom Reports, we help places better understand how they’re perceived — and what they can build on. Grounded in research and expert insights, these reports support cities, regions, and nations in finding their voice and shaping their future with intention.
TPBO began not as a business, but as a curiosity project. In 2014, while pursuing a PhD in Aotearoa New Zealand, founder Florian Kaefer set out to better understand how places shape their reputations and engage with the world.
Having visited, worked and lived across four continents — including Germany, the UK, Spain, and New Zealand — Florian now calls eastern Switzerland home. His journey, much like TPBO’s, is shaped by a fascination with what makes places work, and how they can be seen more clearly for what they really are.
Places to Watch
Our Places to Watch series features cities, regions, and countries making a real difference — through thoughtful strategy, inclusive development, and long-term vision. These editorial spotlights highlight the people and ideas behind places that stand out for their purpose, innovation, and impact.
The Place Brand Impact Awards recognise excellence in aligning place identity with sustainable development goals. They offer lessons from those leading with integrity, creativity, and measurable results.
Benchmarking
Our Observatory provides curated views on the brand performance and perception of cities and countries worldwide. Drawing from leading indices and expert perspectives, we help decision-makers understand strengths, challenges, and how places are seen on the global stage.
Who's Who
The World Map of Place Impact Makers features over 450 professionals — the most comprehensive global directory of its kind. From brand strategists to placemakers and scholars, this network reflects the people driving positive change in places.
We also honour leading professionals through our Hall of Fame, where those nominated by peers earn recognition for their sustained contributions to the field.
Resource Hub (Insights)
Our Resource Hub is a trusted entry point for insights, tools, and expert knowledge — whether you're just discovering place branding or advancing your strategy. At its heart is our expert panel, a diverse mix of leading academics and practitioners whose input shapes many of our features and reports.
Our How-To articles distil that expertise into practical guidance, covering the essentials of strategy, implementation, and what to avoid along the way.
The Team
At The Place Brand Observer, Florian Kaefer serves as the publisher and steady leader of the platform. While Florian provides continuity, the rest of the team evolves, offering professionals worldwide a unique opportunity to gain hands-on experience in place branding.
Meet the Team
- Nafisa (Rwanda) – Associate Editor, Africa & the Middle East, Place Brand Leadership
- Saskia (Austria) – Associate Editor, Destinations, Sustainability, Talent Attraction
- Olga (Sweden) – Research Correspondent
- Shyam (India) – India Correspondent, Special Advisor
- Abhinav (UK) – Communications Associate
This evolving collaboration brings fresh ideas and perspectives to TPBO, with team members from nearly every continent contributing unique insights that strengthen our global outlook on place branding.
The Place Brand Observer provides valuable insights for place brands. It helps discover inspiring stories from around the world, even for small places that won’t be covered elsewhere, and connects industry professionals.
Kata Varblane
Brand EstoniaFor me, TPBO is not only an observatory but also a guide that sheds light on trends and best practices. It complements my expertise and supports the way I approach projects, whether in research or in practice, by offering different perspectives and sometimes very concrete insights into the challenges we all face in territorial marketing.