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Title page 1

Contents 6

Foreword 4

Acknowledgements 5

Reader's Guide 9

References 12

Executive summary 14

1. Mapping a place's identity 17

Introduction 18

What policymakers can do: mapping place identity and narratives 22

Conclusion 39

References 40

2. Unearthing and communicating a unifying narrative 47

Introduction 48

How to unearth a narrative 49

Tailor the narrative to specific audiences and sectors 55

Communication: make everyone your ambassadors and equip them to stay "on brand" 57

Conclusion 59

References 60

3. Using a place narrative for broadly shared transformative change 64

Introduction 65

Use the narrative to attract investment and talent 65

Use the narrative to add value to local producers and industries 69

Weave the place narrative with tourism strategies 71

Embody the narrative in flagship cultural and physical development projects 73

Draw on the place narrative to foster well-being and inform social policy 76

Conclusion 77

References 79

4. Tapping into pride in place and strong attachments 84

Introduction 85

Creating an enabling environment for local entrepreneurs to drive economic and social development 87

Leveraging existing coalitions to translate local narratives into community-led regeneration 92

The role of belonging and other forces in young people's decisions to stay or return to a place and contribute to its development 99

Conclusion 103

References 104

5. Embedding place branding in public policies and governance 109

Introduction 110

Defining the parameters of place branding 110

Integrating place branding throughout the policy cycle 111

Operationalising place branding and building institutional capacity 113

Measuring and evaluating impact 118

Conclusion 120

References 121

Notes 123

Tables 7

Table 1.1. Mapping a place's identity 23

Table 1.2. Methods and resources for mapping 23

Figures 7

Figure 4.1. How can the "3S Framework" support social innovation? 97

Boxes 7

Box 1. Defining key concepts relating to place identity 10

Box 1.1. Same crisis, different identities: Shaping new narratives and new industries in Allentown and Youngstown (US) 26

Box 1.2. Qualitative research to understand perspectives on perceived local strengths and challenges in Tasmania, Australia 28

Box 1.3. Drawing on economic data to unearth a place's identity: The case of Durham Region, Canada and its "clean energy" 29

Box 1.4. Mapping local narratives and their "narrators": The case of Silesia, Poland 30

Box 1.5. National governments engaging locally on place identity: The case of the United Kingdom 32

Box 1.6. Multiple narratives: Merging local industrial narratives with outward narratives on culture and tech to propel economic transition in Velenje, Slovenia 32

Box 1.7. The hero of the Lauchhammer (Germany) story: An industrial entrepreneur 35

Box 1.8. From "grim up North" to City of Culture: Bradford's narrative turnaround 38

Box 2.1. The role of SMEs in shaping and using an economic narrative: East Frisia and Emsland, Germany 50

Box 2.2. City rebranding in Pori, Finland: Co-creation as an ongoing dialogue 51

Box 2.3. Imagining the future story of Paisley (Scotland, United Kingdom): Drawing on creative methods with wide local consultation 52

Box 2.4. Using research to legitimise a brand narrative: Durham Region, Canada 55

Box 2.5. One brand story, many audiences: Tailoring a place narrative to particular sectors in Tasmania, Australia and Estonia 56

Box 2.6. Developing resources to equip anybody to tell a consistent story about Scotland, UK 57

Box 2.7. Preparing leaders to reframe the economic narrative of the Durham Region, Canada 58

Box 3.1. Using a brand narrative to align investment, talent and tourism strategies to welcome international residents in Durham Region, Canada 66

Box 3.2. Understanding what makes international talent stay: Copenhagen Capacity, Denmark 68

Box 3.3. A network of collaborators adding economic value from the ground up: The Colombian Coffee Region 70

Box 3.4. Magdalen Islands, Canada: Using a place narrative to sustain a remote island community on its own terms 72

Box 3.5. Regeneration valorising the past: Repurposing and adaptive reuse of industrial heritage landmarks in Nantes, France 74

Box 3.6. Embedding the new narrative into social policy to foster well-being and local pride in Tasmania, Australia 76

Box 4.1. Leveraging local pride and attachments for transformative entrepreneurship in Donegal, Ireland and Derry, Northern Ireland, United Kingdom 89

Box 4.2. Elective belonging among in-migrant entrepreneurs in Great Yarmouth, United Kingdom 91

Box 4.3. Empowering the community to restore its cultural heritage in Rione Sanità, Italy 93

Box 4.4. Community remaking social infrastructure in Sacriston, Durham County, United Kingdom 95

Box 4.5. A new policy to legitimise and protect community access to repurpose disused sites: The Green Field in Amsterdam North, the Netherlands 96

Box 4.6. Start - Scale - Sustain: The OECD '3S' Framework for Social Innovation 97

Box 4.7. Place sensitive approaches to education that nurture pride and belonging alongside capability and opportunity: Examples from... 100

Box 5.1. Brand Tasmania's ESK Implementation Model 112

Box 5.2. Risk management as part of place branding operations in Durham Region, Canada 114

Box 5.3. Embedding place branding as a statutory authority in Tasmania, Australia 115

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