It’s a confusing, intimidating, terrible word. For a lot of us it’s a logo. Even when we know it isn’t a logo, we end up fighting over logos. What IS a place brand?Welcome to Be Tasmanian, a podcast about an impossible mission in a small state at the bottom of the world. It’s about uncovering a hidden story that unites people, and using that story to inspire community action. It’s about place-branding, destination marketing and economic development, but it’s really about culture: It’s about who we are, why we live where we live, what all that means, and what we ought to do about it. This is episode four.

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