Interview with Victor Hoskins, Director, Arlington Economic Development

We asked Victor Hoskins, Director at Arlington Economic Development, to share his thoughts on some of the key trends affecting place branding in the USA and Canada, such as pro-active advocacy, positive citizen engagement and the challenge of reacting to negative publicity and policy.


CNP: What do you consider to be the biggest challenge facing place branding and marketing teams working for cities, states and places across the USA and Canada?

VH: I consider creating and maintaining a unique brand that differentiates your location from another that has similar community assets to be the biggest challenge. In addition, the new phenomenon of “hyper-attractive urbanized centres” is creating major challenges for our industry because topics like “gentrification, affordable housing and traffic congestion” are being placed front and center in these environments from outside elements and uninformed community members.

 

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The Place Brand Portfolio is City Nation Place's searchable portfolio of Awards case studies from the past five years.


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