How we support your work.
Since 2014, we have followed how cities, regions, countries and destinations position themselves, how their strategies develop, and how they are seen from outside. Along the way, we have spoken with more than 500 people working to shape them. That record informs our work, from editorial features to research and talks.
The Place Brand Observer is an independent specialist publisher based in Switzerland, covering place branding, economic development, investment promotion, talent attraction and destination management.
Three ways to work with us
In-depth Features
An in-depth editorial feature on a place or practice, built around interviews and context. Features can appear in our annual Yearbook or themed editions. They are developed in partnership with the place or organisation featured, with TPBO retaining editorial responsibility.
Research and Reports
An independent assessment of how your place is positioned and perceived, drawing on rankings, peer comparisons and expert perspectives. You define the question with us; the analysis and findings are grounded in the evidence.
Talks and Inputs
Keynotes and focused sessions for conferences, boards and teams on place positioning, reputation, talent attraction, investment promotion and destination development, informed by TPBO’s international research and editorial work.
Research formats compared
| FreePositioning Check | CommissionedComparative Positioning Report | CommissionedPlace Brand Insights Report | |
|---|---|---|---|
| Answers | How does one aspect of our positioning come across? | How distinct is our positioning from the places we compete with? | Where do we stand, how are we seen, and what should we prioritise? |
| Draws on | Your published material, what appears online, and our record. | Your positioning and that of selected peer places, from two upwards, read against our record. | Everything in the comparative report, plus international rankings, a wider peer set and a survey of international experts. |
| You receive | Three short observations, written by our editorial team. | A report on where your place resembles its peers, where it differs, and which strengths may be under-recognised. | A comprehensive report combining comparative analysis, international rankings and expert perspectives, with recommendations. |
| Example | Request a check → | Contact us for recent examples → | Lausanne example |
How we work
Features are developed in partnership with the places and organisations covered. TPBO retains editorial responsibility for what we publish.
For research, clients define the questions with us and can check factual accuracy. Our findings are based on the evidence and analysis, not a predetermined conclusion.
We are a small team led by founder Florian Kaefer, working with associates and specialist partners where needed.