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Cities of all sizes often labour over the decision to develop a brand strategy. For small cities it is increasingly becoming a matter of whether they can afford not to embrace the concept if they want to be better organized and be more distinctive and competitive. If the city is allocating funds to marketing programs without consistently clarifying what the city stands for, what it does best, and why it matters to customers, then it is risking (and possibly wasting) public funds. The article offers analysis of cit...