SCENARIO
THE MAGAZINE ABOUT TRENDS, IDEAS, VISIONS AND POSSIBLE FUTURES
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“Branding Is The Revenge of Losers - 05:2011”
All over the world, cities attempt to attract residents, tourists and companies via the growing phenomenon of city branding. However, as this issue’s main article describes, it is a truly bad idea to use branding as a method. Once you think in terms of branding, you implicitly accept working with your product as if it was generic, and you end up fabricating a synthetic universe around it. This suits standardised products that can’t be developed further, but it is hopeless when it comes to cities.
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