Wish You were here

The Branding of Stockholm and Destinations

  • Artnr: 9781456414238
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Wish You Were Here, The Branding of Stockholm and Destinations covers the key elements in developing a successful destination branding programme and gives an insight into the branding of Stockholm The Capital of Scandinavia.

The book looks at examples from around the world, such as New York, Liverpool, Barcelona, The Ice Hotel, Hollywood and more, and examines the similarities with the branding of consumer products as well as the major differences and challenges. The book is for anyone who enjoys cities, branding or both.

Julian Stubbs is an English writer and brand strategist and the person behind the branding of Stockholm, The Capital of Scandinavia. In his distinctive English style he makes the journey through the branding of destinations both enjoyable and informative.


More about branding, lite mer om varumärkesplacering , Julian Stubbs på Youtube!

Julian Stubbs på Youtube första länken

Julian Stubbs på Youtube andra länken

Julian Stubbs på Youtube tredje länken


‘‘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.”

John Simmons

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.”

Olof Zetterberg

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.”

Graeme Nadasy

Executive editor, Scanorama 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

invaluable advice.”

Kerstin Lindberg Göransson

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.’’

Camilla Zedendahl

CEO Destination Sigtuna