On 2nd October, Konrad Jagodzinski, Place Branding Director at Brand Finance, delivered an online guest lecture to Master’s students in Digital Communication and Place Branding at Aix-Marseille University. The session was hosted by Professor David Goldie, Course Director for the Master’s Degree in Digital Information and Communication of Organisations and Media (International Option, from 2024).
Konrad introduced students to the methodology behind the Global Soft Power Index, emphasizing the importance of robust measurement in understanding a nation’s global influence. He demonstrated how governments, investment promotion agencies, and tourism boards apply these insights to shape effective strategies.
The lecture also explored the critical role of communications in place branding, illustrated through valuation examples and case studies. Konrad concluded with a guiding principle for students and practitioners alike: “create your own story before someone else tells it.”
