SUMMARY
Despite its residential attractiveness and economic dynamism, the city of Mississauga, located "in the shadow" of #Toronto, was suffering from an #image of a bedroom community. With this in mind, the local authorities decided to co-construct a#place branding project, not only to change the city's image, but also to create a shared vision with residents of the future of their agglomeration.
Key words: belonging, Economic development, diagnosis, Image, innovation, tourism marketing, brand, territory brand, shared brand, mobilizing stakeholders, Place Branding, storytelling, Ambassadors Strategy, Global Attractiveness Strategy, Toronto
Image: © Flickr via My Beloved City of Mississauga
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