In the age of artificial intelligence and fluid communities, place branding is changing in nature. The challenge is no longer simply to build visibility, but to generate consistent and recognizable cues for people, communities, and automated systems that guide the discovery and selection of places.
The place brand thus becomes less of a promise to communicate and more of a system of meanings to be made credible: identity, behaviors, experiences, values, and relationships that must remain consistent over time. Co-design, ambassador communities, distributed content, and new identity systems help transform the brand into a shared platform, rather than a mere campaign.
The panel explores the shift from place branding to place signaling: how to build cultural relevance, a sense of belonging, and recognizability in an ecosystem where territories are no longer interpreted solely by travelers, but also by algorithms.
SPEAKERS
Filippo Vidal
FutureBrand São Paulo Director and Partner
Letizia Ciaccafava
Destination Makers Destination Marketing Strategist | Place Branding Expert
Arnaldo A. Bastos
FutureBrand Chief Design Officer and partner
