TopRight is thrilled to attend this year’s City Nation Place Americas Conference, where industry leaders across branding, public policy, and economic development gather to chart the future of community transformation. As part of this year’s program, TopRight is hosting a breakout session.
The session brings together John Pulomena, County Administrator of Middlesex County, New Jersey, along with TopRight’s own Bill Fasig and myself, to explore the next evolution in place branding—one grounded in people, stories, and purpose. Together, we will unpack how a human-first approach can unlock real-world impact for cities, counties, and regions.
Most traditional place branding campaigns still rely on surface-level tactics: visual identity, taglines, and promotional assets. But the communities that are seeing the most momentum today aren’t just marketing destinations—they’re building movements.
TopRight’s approach focuses on aligning identity with experience, rooted in lived realities and shared values. A human-centered brand isn’t shaped in a boardroom—it’s co-created by residents, stakeholders, and leaders working toward a common goal.
When done right, this approach doesn't just elevate perception—it drives sustainable outcomes. From equitable economic opportunity to environmental resilience, human-centered branding becomes a lever for long-term community wellbeing.
This breakout session will highlight Middlesex County as a standout example, while also pulling insights from efforts in Fulton County (GA), Allegheny County (PA), City of Detroit (MI), City of Calgary (Canada), and the Toledo Region (OH).
Here’s what attendees can expect to take away:
This section will reveal how TopRight applies stakeholder research to shape meaningful, localized narratives that go beyond storytelling—they build belonging. Participants will explore proven methods for surfacing resident sentiment, identifying shared values, and translating them into messaging frameworks that align with regional goals. Whether you're shaping a new identity or evolving an existing one, these approaches help you stay grounded in what matters most.
We'll also explore how these narratives can be tied to measurable goals around social inclusion, mobility, and access, turning messaging into real progress.
This section will dive into multi-channel marketing approaches that connect with audiences at every level—local, regional, and global.
Through real-world case studies, we look at how leaders are leveraging data, digital platforms, public events, and earned media to distribute consistent, people-first narratives, highlighting how integrated communications ecosystems can scale authenticity without sacrificing relevance.
The most successful place branding efforts are rarely solo ventures. They’re driven by strategic public-private partnerships that align resources, amplify reach, and build trust.
We will break down what these partnerships look like in action. How do counties and cities engage local businesses, civic groups, and nonprofits to co-invest in branding and economic activation? It’s about promotion and shared ownership of place-based transformation.
These collaborations often result in quantifiable benefits—from job creation to infrastructure reinvestment—underscoring the role of branding as a catalyst for sustainable development.
This section explores methods for mobilizing local voices, empowering them to tell their own stories and shape the brand from the inside out.
From social storytelling programs to volunteer-driven campaigns and ambassador initiatives, we’ll look at scalable tactics that build civic pride and foster long-term engagement.
Residents aren’t just the audience—they're the storytellers.
And when communities are empowered, the ripple effect extends into stronger social cohesion, better public participation, and broader support for local initiatives.
In this section, we discuss what it takes behind the scenes to deliver the brand consistently. Great messaging and campaign ideas are only as strong as the teams and systems supporting them.
Participants will learn about operational frameworks that allow public organizations and their partners to live the brand through every touchpoint—from frontline staff to tourism efforts to digital platforms. A place’s brand isn’t just what it says—it’s what people feel when they interact.
That emotional resonance, backed by operational excellence, becomes a driver for long-term impact, from sustainability efforts to inclusive economic growth.
Human-Centered Place branding is no longer a side initiative—it’s becoming a central tool for economic development, tourism strategy, and community building. But for it to succeed, it must reflect the real dynamics of the people and places it represents.
Done well, it creates a measurable bridge between narrative and progress, turning branding into a vehicle for social, economic, and environmental advancement.
TopRight’s breakout session at City Nation Place Americas offers a fresh lens on what’s possible when leaders listen first, collaborate deeply, and put community at the core of every branding decision.
We invite you to join us and be part of the conversation that’s reshaping how places grow.
Related Read 1: Is it Time for a Brand Refresh?
Related Read 2: Why Consistency is Key: Building a Unified Brand Across Channels
