Wish You Were Here, The Branding of Stockholm and Destinations, covers the key elements in developing a successful destination brand and marketing programme and gives an insight into the branding of Stockholm, The Capital of Scandinavia. The book also looks at other relevant examples from around the world, such as New York, Liverpool, Barcelona, The Ice Hotel, Hollywood and many more. It examines the similarities with the branding of consumer products as well as the major differences and challenges in putting a place on the map. The book is for anyone who enjoys branding, cities or both. Julian Stubbs is the person behind the branding and positioning of Stockholm The Capital of Scandinavia. He has also recently worked on the branding for the Nobel Peace Prize Concert, as well as the branding of Airport City Stockholm.
The book is illustrated in colour throughout its 236 pages and contains interesting insights and quotes about branding and cities from around the world. The book was first published in Sweden in 2011.
The Amazon version of the book at 10 x 8 inches is slightly larger format than the original Swedish version.
The book is full of anecdotes, information and thoughts about the branding of destinations.
“The great thing about Glasgow is that if there’s a nuclear attack it’ll look exactly the same afterwards.”
Quote from Billy Connolly Scottish comedian.
‘‘When it comes to destination branding, Julian Stubbs has been there and done that. Luckily for us he’s
now ready to pass on his knowledge. Using his first-hand experience, drawing on relevant examples, he
writes in an engaging way about the brand strategies behind some of the world’s greatest places.”
Formerly director of Verbal Identity at Interbrand in London
“It took an immigrant Englishman, Julian Stubbs, for us as Stockholmers to understand our own
strengths and natural role as the leading city in Scandinavia… this book is a useful guide for anyone
working with brands and the development of destination or city brands. In this book Julian Stubbs
shares his long and broad experience in brand development and management.”
CEO Stockholm Business Region
“Nowadays, it’s often cheaper to take the plane from Malmö to Stockholm than the train - let alone fly
to Paris or London. In other words, it’s less a case of where we can afford to go than of where we can
afford to miss. Wish You Were Here is essential reading for anyone who wonders what forces are at work
when we choose one city over another.”
Executive editor, Scanorama magazine
The SAS inflight magazine
“Julian Stubbs is one of the experts when it comes to Destination Branding. He helped us develop
and implement the new Stockholm-Arlanda Airport brand and identity successfully and in his new
book, Wish You Were Here, he takes you through the key steps in branding a destination and passes on
Kerstin Lindberg Göransson
Former Managing Director of Stockholm-Arlanda Airport
“Destinations compete - for visitors, inhabitants and investments. Through the professional guidance
of Julian Stubbs we have explored Sigtuna´s soul, branded our destination and we now have a
most effective tool to aggregate the common strength of our entire place to successfully get in to that
competition. Julian´s instinct, experience and visionary way of thinking when it comes to the branding
of destinations has been imperative for us in Sigtuna. And I am glad he now chooses to share his trade
secrets in this book.’’
CEO Destination Sigtuna
Julian Stubbs is a founding partner of *UP There, Everywhere the first global cloud based advertising agency. With over 100 members world-wide we help our clients around the world with strategic brand, marketing and communications.