Manage the message
The towns that will succeed are the ones where businesses understand that they are collectively dependent on the place they make their living from. A business makes money because of the qualities of a town, and vice versa. Towns need to managed autonomously and collectively to sell and promote the place. Most traditional towns have inherent qualities, so it doesn’t need to be made up, but they do need to step up.
Managing the message means that you can't let a single retailer, business or a mall take ownership of marketing the town. It also means controlling the hyperbole/delusion. Its not enough to say great things about a place - without taking real steps or investments that make the statements reality. It happens too often that the stuff on websites and in corporate documents fall apart the minute you drie into town, or walk down its main street.
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