Clever Californians stole "the best in the world" from French winemakers. There is a way for French wine to re-establish its place in our hearts (and our mouths).
Strategic plans usually sit on the shelf, collecting dust, for a reason. Few of us can actually use them, as they're filled with lovely-sounding but empty abstractions. How about a way to make decisions that reinforce your best self, every time?
Thousands of overlooked and underappreciated places want to be as recognizable as New York or Notting Hill or Provence. A brand that works can be worth billions, so spending millions seems a solid bet. Places aren’t toothpaste, but they buy the same process — a re-brand.