There is a side of the city branding theory that says:

Your brand is what people say about you

when you're not in the room.

 Just look at the city of Medellin or at your own city: What's the opinion of their inhabitants? If you take care of your citizens, the rest will take care of itself.

 Cities can make all the city branding they want, but if they don't work from reality, their proposals are all in vain.

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