LEONARDO NIETO’S BLOG
Original English articles on identity, strategy, reputation and destination promotion.
Articles retain their original publication dates and historical context.
2026-01-06
In an environment where algorithms shape visibility, channels fragment, and messages lose credibility, trust emerges as the most valuable strategic asset a brand—and, by extension,…
Read article →2025-11-18
Enrolling in the Sustainable Tourism Destination Management program at Cornell University, supported by UN Tourism, has been an opportunity to step back and look at the bigger pict…
Read article →2025-06-17
When we think of global examples of successful place branding, India inevitably comes to mind. Campaigns like “Incredible India” did more than just put the country on the map; they…
Read article →2025-04-01
When we think about branding, we usually picture logos, advertising campaigns, and catchy slogans. But what happens when the product isn’t a coffee or a smartphone, but a city, a r…
Read article →2024-11-25
In Place Branding, small and medium-sized cities have unique opportunities to project themselves internationally, attracting tourism, talent, and investment. They can even compete …
Read article →2024-10-21
Evaluating the effectiveness of city brand strategies is crucial in modern place branding. The article "City Brand Strategy Evaluation: in Search of Effectiveness Indicators" by Ma…
Read article →2024-07-31
Oslo has done it again! The Norwegian capital is turning heads with its latest tourism campaign, one that’s as bold as it is brilliant. In a move that's sure to spark conversations…
Read article →2024-03-14
After 40+ editions of this newsletter, I return with a central theme that shows the academic support for the study of Place Branding and the areas where it still falls short. These…
Read article →2024-03-06
Promoting a destination on the international stage entails more than just tourism. It involves attracting investments, increasing exports, enriching cultural offerings, and standin…
Read article →2024-02-07
Have you ever wondered why some destinations draw your attention like a magnet while others just... don't? Well, behind that magnetism (or lack thereof) there is a science and art …
Read article →2024-01-25
Welcome to the Happiness Revolution! Imagine you're planning your next vacation. What are you looking for? Sunny beaches, majestic mountains, or maybe a cultural getaway? Sure, all…
Read article →2023-09-25
The place we call home profoundly impacts who we are and how we perceive ourselves. A city's personality, driven by its brand (Place Branding) and its space (Place Making), can inf…
Read article →2023-07-11
The regional elections in Colombia this year are not only political events but also crucial moments to define the trajectory of the country's cities and regions. These elections ha…
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