Intellectual architecture as place brand

This paper examines the importance of a place's intellectual architecture to its place brand strategy. Intellectual architecture includes elements of a place that lead not only to creativity and innovation, but to the transformation of that creativity and innovation into products and services, community strength and so on. While a place's intellectual architecture has been a critical element in constructing the brand of a place, so far its importance has not been appropriately appreciated. The author introduces a strategy to build and manage a place's intellectual architecture as part of a larger place brand strategy. This strategy enables places to concentrate on how their intellectual architecture affects their overall brand.