Austin, the state capital of Texas, is known for its pro sports teams, being the HQ of well-known companies like IBM, and now, thanks to South by Southwest (SXSW), it is the self-proclaimed “Live Music Capital of the World.” The South by Southwest Music and Media Conference, aka SXSW, started in 1987 and has evolved into a full-fledged festival featuring live music, film, start-up accelerators, and much more. But how did the city of Austin use events like SXSW to adapt and promote its “brand”? Explore the concept of city branding and learn how cities leverage their strengths and use promotion to build their reputations.
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