A partnership between brands and local government?
Brands have money. They want to be seen as trusted and rooted in the lives of their buyers,especially as this is a time when ‘glossy’ doesnt play in the west ( it does in China right now) and people are anxious and hunkering down
Local government has very little money and need investment for regeneration.
They also touch many aspects of people’s lives and communities
These are the ingredients for a partnership and a continuing story that can be shared by the brand and the local community
A great example here from the US and Levis and the town of Braddock
Any dangers? Yes – all urban regeneration takes time so once started the brand has to stay committed or face accusations that a brands is doing it all just for publicity rather than as an expression of heartfelt values.