Brand & New
Brand & New is a podcast produced by the International Trademark Association (INTA) and focused on innovation. Published monthly, each episode consists of an open dialogue with experts, visionaries, and influential people from all over the world in order to learn more about the evolution of the legal and intellectual property ecosystem, its concepts, and all actual or potential consequences. Because we consider innovation as a pillar of INTA’s Strategic Plan, and because it is key to “walk the talk,” we invite you to follow Brand & New, to expand your knowledge about the transformation of this industry and to stay curious! Brand & New guests contribute to this podcast in their personal capacity and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or its members.
Brand & New
From Heritage to Innovation: How London Sustains Its Global Brand
London has once again been recognized as the world’s leading city brand, topping the Brand Finance Global City Index for the second consecutive year. But what does it mean for a city to be a “brand,” and what factors contribute to London’s enduring global appeal?
In this episode of Brand & New, we explore how London has built and sustained its reputation as a destination admired worldwide for all the right reasons: its dynamic business environment, its rich cultural heritage, its academic and scientific excellence, and its ability to innovate and adapt. And as INTA gets set to head to London for its 2026 Annual Meeting, we ask what lessons other cities and global businesses can learn from London’s example.
We are joined by two distinguished voices, Konrad Jagodzinski, Place Branding Director at Brand Finance, and Tracy Halliwell MBE, Director of Tourism, Conventions, and Major Events at London & Partners. Together, they discuss how London continues to thrive as a global brand and why its blend of commerce, culture, and creativity keeps it at the top of the world stage.
This episode of Brand & New is hosted by Willard Knox.
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