What 'Second Cities' Teach About Branding

The task of creating a unique identity in the shadow of a famous neighbor is tricky, according to Ali Modarres. “This is not a logo problem. It is not about a catchy phrase, and it is not about another cultural event.”

Keeping up with the Joneses is either futile or impossible: “Unique architectural landmarks can create memorable identities, but these phallic symbols already dot cities the world over. Whether in Dubai, Barcelona, or Beijing, starchitects would be happy to add the next jaw-dropper to any city willing to deposit a large sum of public funds at their altars.”

Instead of implementing “best practices” and calling on “experts” to, in effect, copy what other cities are doing, Modarres suggests that second cities focus on their own unique qualities. “[Cities] like Tacoma need more than cultural fairs and gimmicky tourist attractions. They need an inclusively created branding strategy. It is important that they know what works and what doesn’t, but strategies need to be based on a vision that gives the city the self-confidence it needs to move forward.”