The Branding of New York

A new book documents the re-branding of New York from its days of crime and squalor in the 1970s to today, when Mayor Bloomberg has an appointed chief marketing officer.

1 minute read

September 23, 2008, 9:00 AM PDT

By Tim Halbur


"The book, which focuses on the 1970s, argues that branding is not new - but not so old, either.

Dr. [Miriam] Greenberg, an assistant professor of sociology at the University of California at Santa Cruz... traces the origins of the modern-day branding of New York to the fiscal crisis and urban malaise of the 1970s - a period known for civil unrest, blackouts, strikes, fiscal insolvency, neighborhood abandonment, graffiti-covered subways and soaring crime.

The city's own media industry, which was expanding in this period, covered the chaos, Dr. Greenberg writes, while the city shifted to a postindustrial economy in which 'image-sensitive' factors like bond ratings, tourist attitudes, corporate location decisions and real estate values were increasingly emphasized. She argues that this led to an 'image crisis' fueled by the fiscal and urban crisis of that era - and that, through a process that involved consultants' reports, marketing campaigns, magazine covers and public-private partnerships, the city and its business establishment carefully cultivated an image of New York as a hip, fun and tourist-friendly destination - an image that to this day is carefully protected, almost like a municipal mandate."

Monday, September 22, 2008 in The New York Times

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Cover CM Credits, Earn Certificates, Push Your Career Forward

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

July 16, 2025 - Diana Ionescu

Green vintage Chicago streetcar from the 1940s parked at the Illinois Railroad Museum in 1988.

Chicago’s Ghost Rails

Just beneath the surface of the modern city lie the remnants of its expansive early 20th-century streetcar system.

July 13, 2025 - WTTV

Blue and silver Amtrak train with vibrant green and yellow foliage in background.

Amtrak Cutting Jobs, Funding to High-Speed Rail

The agency plans to cut 10 percent of its workforce and has confirmed it will not fund new high-speed rail projects.

July 14, 2025 - Smart Cities Dive

Worker in yellow safety vest and hard hat looks up at servers in data center.

Ohio Forces Data Centers to Prepay for Power

Utilities are calling on states to hold data center operators responsible for new energy demands to prevent leaving consumers on the hook for their bills.

July 18 - Inside Climate News

Former MARTA CEO Collie Greenwood standing in front of MARTA HQ with blurred MARTA sign visible in background.

MARTA CEO Steps Down Amid Citizenship Concerns

MARTA’s board announced Thursday that its chief, who is from Canada, is resigning due to questions about his immigration status.

July 18 - WABE

Rendering of proposed protected bikeway in Santa Clara, California.

Silicon Valley ‘Bike Superhighway’ Awarded $14M State Grant

A Caltrans grant brings the 10-mile Central Bikeway project connecting Santa Clara and East San Jose closer to fruition.

July 17 - San José Spotlight