The Guardian, 2017: "These days, every place in the world wants to market its unique identity – and an industry has sprung up to help put them on the map

Natasha and her husband, Alex, are the founders of a London firm called Institute for Identity (Instid for short), which works with the governments of cities, regions and nations. Instid develops strategies to brand places, and although a part of this involves burnishing tourism – coining a tagline, say, or producing a suite of logos for travel literature –the Grands are after deeper rewards. They believe they can fix upon, and excavate, a place’s very identity – or at least an identity, something that can guide a government in figuring out how to rise in the esteem of its neighbours, how to allocate its resources, how best to...

The Guardian, 2017: "These days, every place in the world wants to market its unique identity – and an industry has sprung up to help put them on the map

Natasha and her husband, Alex, are the founders of a London firm called Institute for Identity (Instid for short), which works with the governments of cities, regions and nations. Instid develops strategies to brand places, and although a part of this involves burnishing tourism – coining a tagline, say, or producing a suite of logos for travel literature –the Grands are after deeper rewards. They believe they can fix upon, and excavate, a place’s very identity – or at least an identity, something that can guide a government in figuring out how to rise in the esteem of its neighbours, how to allocate its resources, how best to compose the face it presents to the world...