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From We ♥ New York to People Make Glasgow, place brands don't just have to convey a straight, positive message, say marketing lecturer Sonya Hanna and linguistics professor Thora Tenbrink from Bangor University.
Places as diverse as New York City and the Faroe Islands have developed brands to build positive feelings that translate into tourist dollars and, increasingly, support for the environment.
Insider's senior reporter has lived in Glasgow, Scotland, for most of her life, and she says there's only one negative aspect about the country.
David Whyte and Andrew Stevenson set up Tangent Graphic in 2005 so they could do things their 'own way'
The award-winning creative studio behind the iconic ‘People Make Glasgow’ brand is now putting its skills towards tackling two of the biggest issues facing the city – homelessness and sustainability.