The Place Brand Observer (TPBO) is an independent publication and resource hub spotlighting standout places and the people shaping them — through strategy, creativity, and purpose.
For over 12 years, we’ve been curating stories and insights from cities, regions, and countries navigating change and building trust. From world capitals to smaller, often-overlooked places, TPBO tracks the signals of smart positioning, meaningful placemaking, and long-term reputation building.
Our Place Brand Leaders Yearbooks and special editions offer a curated view of who’s leading the way — and how. They combine thought leadership, standout cases, and peer recognition to reflect where place strategy is headed, and why it matters.
Through Custom Reports, we help places better understand how they’re perceived — and what they can build on. Grounded in research and expert insights, these reports support cities, regions, and nations in finding their voice and shaping their future with intention.
TPBO began not as a business, but as a curiosity project. In 2014, while pursuing a PhD in Aotearoa New Zealand, founder Florian Kaefer set out to better understand how places shape their reputations and engage with the world.
Having visited, worked and lived across four continents — including Germany, the UK, Spain, and New Zealand — Florian now calls eastern Switzerland home. His journey, much like TPBO’s, is shaped by a fascination with what makes places work, and how they can be seen more clearly for what they really are.