What a Taxi Driver can teach you about Place Branding | Helena Nordström | TEDxÖstersund

Place Branding is mainly about attracting citizens, investments and visitors to a place. But how is it done? And where do all great place branding start? And what can a taxi driver teach you about place branding? In this talk, Helena try to answer these questions by taking you on a journey. Helena Nordström is one of the leading authorities within Place Branding in Sweden. It all started in 2003, when she studied how Sweden is branded abroad. She has been working as the Marketing Manager of Destination Jönköping in Sweden and in 2013 she started her own business, Placebrander. Placebrander started as a blog in 2011 and is now a company working with places and destinations, mainly in Sweden. Also Placebrander annually, together with a jury, select the best Place Brander in Sweden, they continuously serve trends within the field and arrange events for the industry. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at