About The Course
Master the art of protecting and strengthening your place brand strategy through comprehensive risk assessment and mitigation techniques. Led by Malcolm Allan, a pioneering place brand strategist with over 50 years of combined experience in town planning, economic development, and place branding. Course Overview: Future Proofing has been described as an effective process for anticipating the future which enables places to mitigate or minimise the negative effects of the shocks and stresses of anticipated, probable and potential events, processes that can increase the capacity of a place to anticipate and adapt to this mix of risks. What You'll Learn: • Identify and assess five major risk categories: previous risks, predicted risks, probable risks, potential risks, and unexpected risks • Develop resilience strategies: To increase place and brand resilience, future proofing needs to be undertaken whilst a brand strategy is being developed not after being it is finalized. • Create and implement a Brand Risks Action Plan including risk awareness briefings, observatory creation, and threat monitoring systems Key Benefits: - Master the "six key behaviors for effective future-proofing: Be Self-Aware, Be Open-Minded, Be Observant, Be Curious, Be Alert, Be Reflective" - Learn to identify and mitigate global risks including "Climate Change, Migration and Demographic Change, Health Risks, Conflict Risks, Urban Restructuring, Technology Impacts, Reputation Damage" Warning: "If you fail to undertake a thorough risk assessment of your brand strategy and its implementation plan then you are moving forward without knowing what you might encounter." Who Should Attend: This masterclass is designed for people and teams developing, implementing and managing the delivery of place brand strategies. Join us to transform your place brand strategy from fragile to "Antifragile" - building resilience through risk awareness and adaptive strategy.