PIM is a new framework for an innovative and sustainable Place Branding. It is created by Tendensor in cooperation with 60 Place Brand Professionals in the Nordic countries – all being participants in Tendensor’s project Nordic Lights. The framework is created with the most significant challenges and obstacles of Place Brand Professionals as a starting point. Furthermore, the Nordic culture of progressive Place Branding has had a significant impact on PIM.
Maybe the most important idea in the PIM framework is the PIM Team; a cross-functional operative team that serves as the hub in the Place Branding Ecosystem. The team supports other leaders and teams with brand insights and tools. Too often, Place Branding has been described as a linear process. It is rarely true, and it does not match the new demands for an agile performance in times of innovation and change. Instead, the PIM Team must manage three distinct PIM capabilities:
Think – In-depth understanding of people and place.
Feel – An open and engaging brand communication.
Do – A brand oriented Place Making.
PIM is free to use for anyone and a network of PIM users will emerge. The concept will be continuously developed as we learn together and the first pioneers are already putting PIM into practice. Tendensor will offer training and support for Place Branding Teams worldwide.
The home of PIM online is www.pim-placebranding.com and it will be active from the 19 September 2020.
For more information, please contact:
Per Ekman, Tendensor