From the Marketing Futures Seminar – Power of Place

Emma Björner, can you tell us what the seminar was about?

"The Marketing Futures Seminar about the Power of Place focused on the creation and branding of attractive and sustainable places, with a view to tourists, residents, companies and talents. We got an excellent introduction to what place branding and place communications is really about, and how it can support place attractiveness. We learned about how tourism and events can catalyse the development of sustainable destinations. We heard interesting perspectives on how vulnerable areas can become more attractive and be seen in a new light. And, we got valuable insights into what is important for talents when they decide on a new place for work." 

Why is place branding important? 

"Place branding is important because it helps shape how people see and feel about a place — both locals and outsiders. It's a powerful tool for change, closely tied to how places grow and improve. By sharing real stories from and involving communities, place branding can build pride, belonging, and a stronger connection to where we live. It encourages people to get involved and work together to make their place better. Good place branding also helps create safe, inclusive, and people-focused environments. It celebrates what makes each place unique – but also the multifaceted character of places – and brings people together. In the end, it’s not just about image — it’s about identity, hope, and building stronger, more connected communities."

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What do you hope that the participants take with them after attending the event?

 "I hope participants leave with new perspectives from both academia and practice on what place branding is and how we together can create more attractive and sustainable places. I also hope that they gained a better understanding of the key components of place branding, such as materiality, institutions, representations, and everyday practices, and how these are deeply connected to placemaking and urban development. I also hope they see the importance of branding and developing the whole place — including vulnerable areas — and how this ties into sustainable destination development and the ability to attract talent, investment, and opportunities."

"Most importantly, I hope they take away the value of co-creation, participation, and collaboration. Creating attractive and sustainable places is a shared effort, and it requires all of us — across sectors and communities — to join forces."

About the speakers and their presentations

Mihalis Kavaratzis, Professor of Place Marketing, Manchester Metropolitan University

In his presentation titled “Supporting Place Attractiveness Through Place Branding and Place Communications,” Mihalis Kavaratzis, Professor of Place Marketing at Manchester Metropolitan University, discussed what makes a place attractive and how that attractiveness is deeply connected to a place’s identity.

He emphasized that place branding is not a top-down process, but rather a participatory and co-creative one, shaped by the people who live in, work in, and care about the place. Mihalis provided a holistic perspective, advocating for the inclusion of a wide range of stakeholders to balance different goals and ensure that the branding process supports inclusivity and resilience.

He highlighted that place communication happens in multiple ways — not just through official campaigns or strategic efforts by destination management organizations (DMOs), but also through a place’s infrastructure, architecture, local communities, and informal channels like word of mouth and online discussions.

Overall, Mihalis promoted a participatory approach to place branding, where effective and inclusive communication plays a key role in enhancing a place’s appeal.

Katarina Thorstensson, Sustainability Strategist, Göteborg & Co:

In her presentation titled “Developing More Attractive and Sustainable Places Through Tourism and Events,” Katarina Thorstensson, Sustainability Strategist at Göteborg & Co, discussed how tourism and events can serve as powerful drivers of sustainable development in destinations.

Drawing on over twenty years of experience at Göteborg & Co, she shared practical insights and real-world examples of how the organization had helped enhance both the sustainability and attractiveness of Gothenburg. 

Katarina emphasized that the elements attracting visitors, residents, and talent are becoming increasingly aligned, highlighting the importance of developing places that are not only livable and lovable, but also prosperous.

She stressed the need for multi-stakeholder collaboration, noting that successful destination development requires cooperation across sectors. Katarina also showed how events can act as test-beds for sustainable solutions, setting standards and expressing the values of a destination.

Throughout her talk, she reflected on current challenges and emerging trends in sustainable tourism and destination development. Quoting David Peacock, she reinforced the idea that a destination’s brand is the sum of shared stories and experiences, emphasizing the role of collective narrative in shaping place identity.

Megan Reif, Talent Intelligence Lead, Volvo Cars

In her presentation titled “Push and Pull Factors When Choosing New Places for Work: How Companies and Professionals Decide,” Megan Reif, Talent Intelligence Lead at Volvo Cars, explored how both professionals and companies assess push and pull factors when selecting new locations for work or business expansion.

She provided a corporate perspective on what makes a place sustainable for long-term talent attraction and business growth, emphasizing that decisions are influenced by a range of stakeholder priorities — from family needs to the requirements of functions like finance, R&D, and talent acquisition.

Megan highlighted that while cities like Gothenburg are doing a strong job in marketing the city, there can be a gap between expectations (such as quality of life, nature, innovation, and work-life balance) and reality — referencing examples like the "tvättstuga effect" and the challenges of navigating daily life abroad.

She pointed out barriers such as limited career mobility for niche talent, spousal under-employment, and the difficulty of managing family responsibilities in a foreign country. Megan stressed that Sweden and similar countries rely on international talent, yet struggle to meet their needs without coordinated efforts to change structural or policy-related obstacles.

To make places more “sticky” — appealing and retainable for global talent — she advocated for a human-centric, customer-focused approach to place design, treating talent as customers. She warned against overselling a destination, which can damage its brand, and encouraged open dialogue about sensitive issues like language barriers.

Cecilia Cassinger, Associate Professor, Lund University

In her presentation titled "Making Vulnerable Areas Attractive," Cecilia Cassinger, Associate Professor at Lund University, explored how neighborhoods with tough reputations — often those built during Sweden’s Million Homes Programme — can be reimagined and revalued.

She addressed the long-standing negative media portrayals and social stigma associated with vulnerable areas, and how both communities and companies are beginning to shift the narrative. Instead of focusing solely on problems, they are now working to highlight the potential and strengths found in these neighborhoods.

Cecilia emphasized the importance of including local voices in this transformation, arguing that residents must be meaningfully involved in tourism and place development efforts. She advocated for reframing tourism not merely as a tool for economic growth, but as a means to promote social sustainability, strengthen community identity, and foster a deeper sense of place.

She also pointed out the opportunities for tourism in vulnerable or socio-economically disadvantaged areas, noting that destination development can help break isolation, create positive interactions between locals and outsiders, and ultimately reshape public perceptions. Her presentation underscored that engagement, storytelling, and inclusivity are key to making these areas not only more attractive, but also more just and resilient.