Malcolm Allan argues that place branding needs a stronger focus on stewardship, shared responsibility and long-term care for a place’s identity, reputation and future.

Stefan Nöthen, Head of Strategy & Brand Management at Hamburg Marketing, on why Hamburg's challenge is awareness not image, one brand with many stories, and moving from "Hamburg says" to "Hamburg demonstrates."

Magdalena Florek and Efe Sevin have rebuilt their original TPBO how-to guide into a 120-page resource, published by IPBA for its tenth anniversary. A look at what's inside and why it matters.

Siw Andersen, CEO of Oslo&Co, on Oslo's waterfront transformation, what talent and investors look for, and how the city is taking ownership of its international story.

TPBO Publisher and Editor-in-Chief Dr Florian Kaefer on putting together the new special edition and the questions that emerged along the way.

Eleonora Sette on how Emilia-Romagna is putting talent attraction into law to create a more durable regional framework for attracting and retaining skilled professionals.