City brands and the making, management and communication of a city's strongest assets in the eyes of potential residents, visitors, investors and students, has been a key occupation of economic development professionals all over the world. Richard Florida explains why the Creative Classes are so important in achieving city strength and a competitive position.
Andy Pike, Director of the Centre for Urban and Regional Development Studies (CURDS) at Newcastle University in the UK explains how the concept of "Origination" serves as link between local and regional development and place brands.
Todd Mayfield, Principal and Group Creative Director of Axia Creative, talks about the key attributes, the challenges and trends in destination and city branding.
Case study by NYC-based Studio Sanderson on how to brand a housing development and create a sense of place, example Hudson Woods, New York.
Key insights from the 2015 UNWTO Tourism Ministers Destination Branding Summit at World Travel Market (WTM) in London. Moderated by CNN.