Building a place brand is a harder task than that supposed. What happens is urgency pushes stronger and not all the campaigns we can see are real branding ones. This is the result of the historical confusion between some disciplines, such as marketing, touristic promotion and even propaganda, among others.
Place branding is a very specific science. I dare to name it so, as I firmly believe we can design and plan actions to meet our goals. As a lab issue, this is a matter of causes and effects.