We interact with companies and cities on a daily basis, and how they show up makes a difference. We’re constantly exposed to what they put out in the world, whether it’s the copywriting on a subway advertisement or the logo of a city building. In its purest form, branding is just the feeling that a place, product, or experience gives us—the emotional resonance that lingers in our minds.

What that means is there’s so much opportunity for these companies and cities to present themselves in an interesting, memorable (and not highly commercialized) way. In each touchpoint, they have power to bring more delight to our days, and to help us better experience a place and its culture. 

Companies: It’s easy to get attached to brands. We build loyalty and trust with companies that reflect our own values and identify ourselves with qualities that they present. 95% of our purchasing decisions are made subconsciously - because of brands! While traveling, we asked ourselves why certain products or services were so memorable, and how they reflected local culture. For example, why do people adore a small spam musubi shop in Honolulu? 

Cities: When asked to illustrate icons of cities, people will usually focus on architectural landmarks or food. But there’s so much more to the branding of a place. Why do people describe cities like Seville and Buenos Aires as slow, sensuous, and seductive? Will Chefchouaen always be known as the "blue city," because of its popularity on Pinterest and Instagram? What else can cities stand for?

We documented examples of well-branded companies we saw around the world, as well as how cities brand themselves in the minds of visitors, to try to understand the fundamental question: what makes a good brand?