place branding

So what is public diplomacy all about? The basic idea is that in order to achieve a wide range of goals—­from economics to military—you need to get support of ordinary people. Whether the goal is to convince foreign publics that the rise of China poses no threat to the international system, or to persuade the so-called “Arab street” to shed its anti-Western beliefs, public diplomacy is called upon to work its miracles.

Tourism, a buttress of the economy upon which an estimated 15 million people depend, remains in a tailspin. Desperate to reverse the trend, the tourism authority even test-marketed the uprising.

For years, Hawaii has been a popular destination for tourists, but now it’s making a name for itself as a TV and film production hub. A reboot of the 1960s police drama "Hawaii Five-O," which helped develop the state’s movie industry decades ago, is once again boosting its economy. Hawaii has also been getting good publicity from several recent movies which were made here.

Manchester is the city that tried to turn itself around by turning itself into a brand. The result has been an undeniable improvement. Here is the most astonishing fact about Manchester's regeneration: where residents were once desperate to leave the city, now, for the first time in 50 years, people are flocking back.

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