How cities are using the power of the brand

A city’s image can be made or broken by the calibre of the occupiers it attracts. As global hubs adopt marketing techniques to lure big names from around the world, the battle for the brands is on. The City of London is a 500-year-old super-brand whose status and success is based on the big names that operate within its boundaries. The Royal Exchange was founded in 1565 by Sir Thomas Gresham as the hub of commerce for London’s merchants and from that corner of Cornhill and Threadneedle Street the UK’s powerful banking sector grew. In uncertain times, it’s vital that the