Florian Kaefer is the founder and director of The Place Brand Observer, co-founder and editor of the Sustainability Leaders Project, and an advisor, speaker and author on sustainability leadership and place branding. Based near Zurich, Switzerland, he has lived and worked around the world and interviewed over 500 professionals on tourism, sustainability and place brand management.
Topics Florian is most passionate about:
- How to connect place branding with sustainability
- Destination development
- Place brand development for regions, cities, destinations
Five hashtags which best describe Florian’s work focus:
#strategyadvice #bigpicture #brandcommunication #sustainability #storytelling
About Florian Kaefer
As the founder and editor of TPBO, Florian has spent the last 10 years learning about the fascinating world of place branding. First as a doctoral researcher in New Zealand, then by interviewing and connecting with over 250 leading professionals worldwide (and counting). It’s their insights, stories, achievements – and also failures – which interest Florian the most, and which he shares via The Place Brand Observer as the leading knowledge platform on the topic.
Benefit from Florian’s network and knowledge by having him contribute to your place development, brand strategy or brand storytelling.
Florian obtained his PhD from the Waikato University Management School in New Zealand, for which he researched the country’s national image and its perceived brand credibility as a “clean, green” country-of-origin and tourist destination. He holds a masters degree in sustainable development (Exeter University, UK) and a bachelor in tourism management (Brighton University, UK).
Florian is the host of the Place Brand Leaders podcast and author of An Insider’s Guide to Place Branding: Shaping the Identity and Reputation of Cities, Regions and Countries (Springer, 2021).
Florian is also the founder of the Sustainability Leaders Project and is an alumni and accredited member of the German Journalist Association DFJV. He speaks German (native), English and Spanish, with a good understanding of Catalan and French.
Industry advice from Florian:
- Make sure all partners involved understand that “place branding” is a long-term process and differs from place marketing.
- Ensure adequate funding and independence for your place brand work.
- Connect place branding with sustainability goals.