It is every city’s challenge to carve out a unique brand, position and value proposition that is compelling to local, regional, and national communities alike (business and individuals).

We like to think of Cape Town as a leading international city – a global icon. I think Cape Town can still be a global icon and a compelling place to live, work, and play. However, we are never going to be an international CITY that goes toe-to-toe for positioning against global CITIES like New York, Barcelona, and Melbourne. We are not that. We are different, and for many this is better.

Let us realise we’ll never be bigger than our name – Cape TOWN – and rather re-frame this positively. Let’s position Cape TOWN as the best and the coolest TOWN in the world where everthing you could want is in close proximity- a vibrant, diverse, globally connected community with easy-living town values. Cape Town can still be a unique global icon.

This is a compelling story and an idea worth mulling over. Food for thought when developing the Cape Town brand.