Cork City Councillor, Kieran McCarthy, member of the EA group, and political co-ordinator on the Education and Culture Commission (SEDEC) in the EU Committee of the Regions has called for an integrated approach whereby local and regional authorities act together as an agent in bringing all stakeholders together in the branding of cities and regions.

 

Speaking this week on the panel for local branding at the European Congress of Local Government in Krakow,Poland, he noted that it is increasingly important that locations seeking development, investment and visitors must have a structured, strategic and long-term approach for attracting visibility, investment and arrivals – leaving space for the enlarging of possibilities, bringing experiences together, communicating new and balanced ideas and narratives, and imaging the exclusive and ‘open for business’ image.
 
Cllr McCarthy remarked that localisation in the light of globalisation is rapidly becoming what is described as ‘Glocalisation’ and localities are becoming ‘glocalities’. Europe consists of many different regions, each with its own local traditions, specialities and peculiarities. These elements run the risk of being diluted through the reductionist approach of local branding.

 

Programmes such as EU Urban structural funds, EU Capital of Culture, EU Region of Gastronomy, EU Regions of Enterprise all offer balance and integrated approaches to local and regional branding. Many EU Interreg projects have also exchanged their experiences on local branding and know-how on current practices.

 

Promotion is happening extensively at the local and regional level, so local and regional authorities need to play a fundamental role in developing the European aspect of branding. Cllr McCarthy noted; "branding does not necessarily end with politicians and mayors as partnerships, shared vision, trust, buy-in, the alignments of messages and involvement of stakeholders including citizens are crucial to be able to represent the brand and the complex negotiation of all elements of the representation.

 

Local and regional authorities create a multi-level governance approach that has the potential to bridge EU and local levels and also helping to reach out to promote regions. Local and regional authorities can play a vital role in coordinating all the various stakeholders involved in the promotion in their areas, in particular by providing support for communities and business in the sector.".

 

Cllr McCarthy concluded, "We need a multidisciplinary approach at all levels whilst taking into account what branding can do in a reciprocal sense to inspire other sectors such as industry, economic growth, retail, housing, education, environment, urban planning, development, etc, regeneration, flagship architectural projects or to limit threats such as gentrification and community exclusion.".