For city leaders, understanding the dimensions of soft power is pivotal
There are now more people living in cities than those who do not. On account of their size and complexity, cities have become the engines for economic growth, the centres for innovation and ideas and, as proxy national flag carriers, the primary experience of a nation for citizens and visitors alike.
Attention is now shifting to the role that Asian cities play in projecting influence at home and abroad. A central part of that interest is how it enables governments to attract, engage and retain people and organisations whose talents, ideas and entrepreneurial spirit directly influence the economic wellbeing of their country.
For those charged with elevating the reputation of city brands, understanding how its soft power attributes contribute to consumer experiences, fosters creativity and promotes inward investment is pivotal. The same can be said for corporate and consumer brands as they advance their own understanding of audiences and better define the future role they will play in communities.
In this session we will explore the increasing influence of cities in Asia Pacific, the assets and attributes they can leverage to their advantage and the contribution brands can make in the urban environment.