Authenticity, local creatives and place branding: a case study from the Blue Mountains, Australia
Journal of Place Management and Development
ISSN: 1753-8335
Article publication date: 28 June 2021
Issue publication date: 13 April 2022
Abstract
Purpose
This paper discusses the notion of authenticity and the role of local creatives in the place branding process based on a case study of Mtns Made, a brand for the creative industries in the Blue Mountains of Sydney, Australia. This paper aims to examine the development, implementation and management of a place brand from the ground-up and explore the implications for a situated place branding practice.
Design/methodology/approach
The concept of brand culture was used as a theoretical lens to view place branding. A qualitative case study approach was taken, incorporating the collection of primary and secondary documents, observation of online platforms and real-world events, field notes and personal reflection from an insider position.
Findings
The findings of this study suggest that local creatives can and have played a central role in place branding. The study also illustrates a model for place branding that centres on stakeholder participation in an ongoing process.
Originality/value
Local culture and creativity are largely viewed as assets for place branding; this paper draws attention to the agency of local creatives in the place branding process. This study offers three pillars of place brand authenticity and establishes a framework for place brand analysis based on a branding design strategy.
Keywords
Acknowledgements
This paper and the research behind it would not have been possible without the actions and support of certain people. My PhD supervisors, Dr Abby Mellick Lopes and Dr Alison Gill, whose enthusiasm and attention to detail helped to keep this study on track. Dr Michelle Catanzaro, my colleague at Western Sydney University, has also looked over drafts in development and provided insightful comments that have helped me improve my paper. Kelly Heylen, the Creative Industries Cluster Manager and MTNS MADE Brand Manager (CICM&MMBM) who spearheaded the branding project, and her inclusive and collaborative approach to brand management that made it possible for me to participate in and follow the development and growth of the brand, which was integral to this study. Ann Niddrie, CICM&MMBM from 2017-2020 provided confirmation of key information as well as suggesting additional primary documents to include in my analysis. The current CICM&MMBM (at the time of writing) Justin Morrissey kindly gave approval for brand images to be reproduced in this paper. The creative team behind MTNS MADE–Stuart Buchanan, Heath Killen, Robyn Buchanan, Chloe Killen–whose vision and designs were included in this paper. I am grateful for the generosity and expertise of one and all.
Citation
Sandbach, K. (2022), "Authenticity, local creatives and place branding: a case study from the Blue Mountains, Australia", Journal of Place Management and Development, Vol. 15 No. 2, pp. 149-166. https://doi.org/10.1108/JPMD-06-2020-0057
Publisher
:Emerald Publishing Limited
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