community

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.