How City Branding Can Go Wrong

Will Doig considers the growing pressure cities face to build a marketable identity, and why that's a particular challenge for generally livable cities.

1 minute read

July 2, 2012, 2:00 PM PDT

By Ryan Lue


As the growing knowledge economy unbinds more and more job markets from geographical constraints, cities scramble to capture young professionals that have the freedom to work from anywhere (and the money to stimulate local economies). As a result, an increasing number of cities have turned to branding in recent years to have a hand in defining their own reputations.

The trouble is that many cities, like awkward prom dates, are just too nice – so nice as to elude any further qualitative description whatsoever, Doig points out.

"For every clearly defined Detroit, New Orleans or Las Vegas, there's a more amorphous Columbus, Ohio; Louisville, Ky.; or Providence, R.I."

Like a good caricature, branding a city is about exaggerating the differences between it and other cities. For places seeking to manufacture such an identity, staying true to character can be a challenge.

"People move to Indianapolis because it's cheap, has great schools, is family oriented and offers easy living," says urban analyst Aaron Renn. "Those are hard things to brand. For outsiders, it can be difficult to understand what it's all about."

Sunday, July 1, 2012 in Salon

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

Get top-rated, practical training

Close-up of "Apartment for rent" sign in red text on black background in front of blurred building

Trump Administration Could Effectively End Housing Voucher Program

Federal officials are eyeing major cuts to the Section 8 program that helps millions of low-income households pay rent.

April 21, 2025 - Housing Wire

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.

April 30, 2025 - Diana Ionescu

Close-up on Canadian flag with Canada Parliament building blurred in background.

Canada vs. Kamala: Whose Liberal Housing Platform Comes Out on Top?

As Canada votes for a new Prime Minister, what can America learn from the leading liberal candidate of its neighbor to the north?

April 28, 2025 - Benjamin Schneider

Washington

Washington State’s Parking Reform Law Could Unlock ‘Countless’ Acres for New Housing

A law that limits how much parking cities can require for residential amd commercial developments could lead to a construction boom.

May 1 - Streetsblog USA

Bluebird sitting on branch of green bush.

Wildlife Rebounds After the Eaton Fire

Following the devastation of the Eaton Fire, the return of wildlife and the regrowth of native plants are offering powerful signs of resilience and renewal.

May 1 - AP News

1984 Olympics

LA to Replace Inglewood Light Rail Project With Bus Shuttles

LA Metro says the change is in response to community engagement and that the new design will be ready before the 2028 Olympic Games.

May 1 - Newsweek

Urban Design for Planners 1: Software Tools

This six-course series explores essential urban design concepts using open source software and equips planners with the tools they need to participate fully in the urban design process.

Planning for Universal Design

Learn the tools for implementing Universal Design in planning regulations.