Beyond the Fringe: Creativity and the City
(2011)
Book Chapter
Ind, N., & Todd, L. (2011). Beyond the Fringe: Creativity and the City. In International Place Branding Yearbook 2011, (47-59). Palgrave Macmillan. https://doi.org/10.1057/9780230343320_5
One of the deep-rooted and long-established ideas of brand building is the need for control. The argument is that, for consumers and other stakeholders to have a clear understanding of a brand, there needs to be consistency of communication and actio... Read More about Beyond the Fringe: Creativity and the City.