{"id":21746,"date":"2026-10-21T14:05:25","date_gmt":"2026-10-21T12:05:25","guid":{"rendered":"https:\/\/www.stadtmanufaktur.com\/?p=21746"},"modified":"2026-10-21T14:07:29","modified_gmt":"2026-10-21T12:07:29","slug":"radical-reset-how-would-we-develop-economic-development-today","status":"publish","type":"post","link":"https:\/\/www.stadtmanufaktur.com\/en\/magazin\/rethink-economic-development-2\/","title":{"rendered":"In the Thick of Change: 7 Theses on the Future of Place Marketing"},"content":{"rendered":"

Best time\u2014or worst time?<\/h2><\/div>

When I was commissioned to found M\u00fcnster Marketing<\/a> more than 25 years ago, issues such as competition among cities and a city\u2019s appeal to target groups\u2014including businesses and other (affluent) visitors \u2014<\/strong> were the driving forces and setting the pace for place marketing.<\/strong> The principles of business marketing were seen by many as a savior and a source of modern hope within our cities\u2019 local governments and city councils, which were perceived as outdated and inefficient.<\/p>\n

A quarter-century later, a number of misconceptions and expectations have dissipated\u2014or changed\u2014and the persistence of the (old) systems is recognized as a serious factor in any transformation. Moreover, our world and the challenges it presents have changed so dramatically that even place marketing\u2014which is as sensitive as a seismograph\u2014has long since become something else entirely.<\/strong> At least where it has paid close attention. <\/p>\n

Actually, this is a good time to start thinking about the future of place marketing right now. <\/b>Now, when local governments in particular are under greater economic pressure than ever before. Now, when democracy at times seems to be fading away and must be constantly praised and reinforced. Now, when people clearly can no longer keep up with the complexity of the world. Now, when every voice demands to be heard always and everywhere, and when conflicting goals regarding every aspect of our coexistence in cities are placing a dramatic strain on the community and the public sphere. Now, when safety and security are among the most prominent responsibilities of our cities. <\/span><\/p>\n

And at the same time, of course, it’s the worst possible time to talk about the future of place marketing. <\/b>At least, if you\u2019re anxiously worried about your livelihood. But that\u2019s not an issue at all in place marketing. Thinking about our contribution to the community, striving every day to maintain our relevance, and proving it goes without saying for us\u2014and it\u2019s also a highly exciting challenge. <\/p>\n

So what can\u2014and what should\u2014place marketing of the future be? <\/b>And I’m deliberately phrasing the question this way, based on the city’s needs rather than on the topics place marketing would like to focus on.<\/p>\n<\/div>

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Abstract:<\/strong><\/h3><\/div>

Bernadette Spinnen<\/b> has been the director of M\u00fcnster Marketing since 2001 and served for many years as national chair of the Federal Association of Place Marketing in Germany (bcsd). In seven theses, the expert ventures a look into the future of place marketing.<\/b> To this end, she analyzes where the greatest challenges currently lie and how place marketing will\u2014or must\u2014change.<\/p>\n<\/div><\/div><\/div><\/div>

1. City Brand and City Profile<\/h2><\/div>

Now more than ever, people need guidance and a space where they can define themselves. Where is the city I live in headed? Why should I choose this city? <\/b> As a tourist, as a business, as a professional working for a company, or as a resident?<\/p>\n

Especially in a completely individualized world, people need a clear picture in order to find their bearings and feel at ease. After all, public institutions and the political system are often accused of floundering aimlessly\u2014and not without reason.<\/p>\n<\/div>

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\u201cThe people in our cities want to understand what the local government is doing; they want to live in a city they can relate to\u2014one that tells its story and communicates with them\u2014whether through events, well-maintained green spaces, a safe environment, or public statements from the mayor.\u201d<\/p>\n<\/div><\/div><\/span><\/blockquote>

Bernadette Spinnen, Head of M\u00fcnster Marketing<\/strong><\/span><\/div><\/div><\/div><\/div>

Place marketing is responsible for the ongoing work on the <\/span>the city\u2019s profile<\/a> the expert, and above all, the host and curator. But keep in mind: The city profile is not the same as the city logo. <\/span>The city profile is the city’s DNA, from which the city’s strategy can be developed.<\/b><\/p>\n

In the future, place marketing must do even more to ensure that the so-called city brand<\/a> is integrated into administrative practices and is given concrete expression every day in the work of the administration and in city policy: in construction site management as well as in urban design, in the social services department as well as in the cultural affairs department, in transportation policy as well as in climate policy.<\/p>\n<\/div>

There\u2019s no question that positioning cities in this way poses a major challenge in a political climate that is extremely diverse and tense. No city leadership can really afford to shy away from this challenge. Place marketing has the expertise and tools to develop the city\u2019s goals in collaboration with citizens, the city council, and the administration\u2014and, above all, to communicate them in a way that people can understand\u2014through a wide variety of methods and channels. <\/span><\/p>\n<\/div>

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Thesis 1:<\/strong><\/h3><\/div>

Brand processes must be integrated into administrative practices so that <\/b>they can credibly align municipal actions with the city\u2019s goals.<\/p>\n<\/div><\/div><\/div><\/div>

2. City Centre and Downtown Management<\/h2><\/div>

We’ve all talked so much about citizen participation that, at least behind closed doors, doubts about its effectiveness are being voiced on all sides. Now is not the time to throw the baby out with the bathwater! <\/p>\n

Unless we allow people to participate in municipal decision-making and actively involve them, we will become entangled in conflicting goals and will no longer be able to make any progress.<\/p>\n

Place marketing can also play a role here: Successful place marketing organizations are networks. They <\/b>do not operate in isolation like individual municipal departments, but rather draw their strength, their content, and, in most cases, their budgets from their thematically focused partnerships:<\/b><\/p>\n