This paper introduces post-place branding in the
context of the post-representationalist turn in marketing
research by drawing on Deleuze and Guattari’s (A thousand
plateaus: capitalism and schizophrenia, University of
Minnesota Press, Minneapolis, 1987) theory of nomadology.
By engaging critically with fundamental concepts in
the place and destination branding literature, post-place
branding offers an alternative perspective to entrenched
definitions of subjectivity, place, and event experiencing,
by effecting a paradigmatic shift from processing monad to
nomad, from event as symbolic structure to micro-events,
from pre-constituted place to spacing in the process of deand
reterritorializations. Post-place branding is illustrated
by re-imagining the brand architectural components of the
experiential events of 70,000 Tons of Metal and The Boiler
Room. The analysis culminates in a metaphorical modeling
exercise that draws nomadological guidelines for brandcomms’
message strategy
