Why Branding Is Critical to a City’s Success

San Francisco’s Visitor Information Center. Image © Gensler / Michael Townsend.

There is something about the size and scale of a city that just feels right. Cities feel attainable, relatable, and ripe to drive change. Recently, California surpassed the U.K. as the fifth largest economy in the world, with a GDP of $2.7 trillion. In a state of this scale and influence, we have a huge responsibility to drive new behaviors and change, and that can start at the city level.

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