Place Brand Leaders Podcast

Discover how Tasmania is redefining place branding—starting from day one.

In this episode of the Place Brand Leaders podcast, we spotlight Little Tasmanian, the initiative by Jess Radford and her team at Brand Tasmania that won the 'Originality' award at the 2025 Place Brand Impact Story Awards.

By welcoming every newborn with a gift bag full of Tasmanian stories and symbols, the programme fosters early literacy, belonging, and local pride. Tune in to hear how this quiet, thoughtful approach is helping shape a stronger, more connected Tasmania.

Join us as we discuss the recent release of the IMD Smart City Index 2024: which cities are leading the way in innovation and quality of life, and what trends like digital equity, AI, and sustainability mean for the future of urban living. We also explore the methodology behind the index and its focus on resident perceptions. Based on this recent article by TPBO and information provided by IMD.

In this episode, our virtual hosts, Anna and David explore insights from Sithembile Ntombela, Acting CEO of Brand South Africa, on the nation’s approach to branding. They discuss South Africa’s strengths, including its vibrant culture, diverse economy, and skilled workforce, as well as the challenges of governance and corruption. Ideal for those interested in South Africa, nation branding and strategic communication.

Based on the South Africa Spotlight by TPBO and the in-depth interview with Sithembile Ntombela.

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Virtual hosts Anna and David discuss the recent release of the 36th Global Financial Centres Index (GFCI): which cities lead and which are catching up, plus a couple of thoughts about the bigger picture of trends and opportunities for cities to watch out for. Based on this recent article by TPBO and information provided by Long Finance.

Welcome to a new episode of the Place Brand Leaders podcast! This time, Anna and David, our virtual hosts, take a deep dive into New Zealand's unique brand story and global reputation. They also reflect on the unique trajectory of David Downs, CEO of New Zealand Story. Tune in as they explore what makes New Zealand truly special!

Want to explore further? Visit the ⁠New Zealand Showcase by TPBO⁠. More about David Downs ⁠here⁠.

Welcome to a new episode with an exciting update as we have Anna and David join the team as virtual co-hosts. They discuss insights from the Mercer Cost of Living Ranking 2024, explore the factors behind the rankings, highlight top cities, and consider the impact on businesses, expatriates, and city reputations. The conversation is based on TPBO's summary of the Mercer Cost of Living Ranking 2024 and Mercer's own article about it. Tune in for a thoughtful discussion!

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Welcome to a special episode on the Place Brand Leaders Podcast. This time, we're celebrating The Place Brand Observer's 10th anniversary. Join Florian Kaefer, founder of TPBO, as he looks back over ten years of place branding and discusses what's coming next.

Join me, Florian Kaefer, as I chat with Adriana Acosta, head of international promotion at PROCOMER, about the success of Costa Rica's country brand, Essential Costa Rica. We explore its 10-year journey, focusing on achievements, challenges, and future goals. Discover how the emphasis on sustainability, innovation, and collaboration has positioned Costa Rica as a top destination for tourism, investment, and trade. Perfect for place branding professionals and destination marketing enthusiasts. Dive deeper in our Spotlight on Costa Rica!

A quick summer update on latest happenings at The Place Brand Observer. And we dive into the topic of World Expos, rediscovering insights shared by Magdalena Florek and Marta Hereźniak on the opportunities and potential risks of hosting a World Expo. Happy listening!

How does sustainability impact place brands, soft power, location reputation? Tune in as Florian Kaefer shares insights from a recent expert panel session on sustainability and place branding, together with his thoughts and research findings on the perceived credibility and potential vulnerability of New Zealand's "clean, green" image and "100% Pure" brand positioning.