A brand so bad it’s good: The paradoxical place marketing of Belfast
Source: Journal of Marketing Management, Volume 29, Numbers 11-12, 1 August 2013 , pp. 1251-1276(26)
Abstract:According to O’Driscoll (2008), paradox characterises marketing in the ‘after modern’ epoch. This is certainly true of place marketing, which is often described as a paradox-rich domain (Dinnie, 2011). Drawing upon the results of a novel, culture-based research procedure, this paper describes the paradoxical outcomes of an urban branding exercise in Belfast, one of the world’s most infamous cities. Albeit dismissed by local worthies as a futile attempt to ‘put lipstick on a gorilla’, this paper argues that Belfast’s branding is not only far from futile but a perversely paradoxical form of marketing that’s so bad it’s good.
Document Type: Research Article
Publication date: 1 August 2013