Philadelphia has been selected by the Brookings Institution as one of four regions that will participate in a project to help determine how to define and communicate global identity, writes Kenneth Hilario for the Philadelphia Business Journal.

“Global identity is about how a large or small city-region can achieve more differentiation, visibility, and recognition to compete for business and talent,” said Marek Gootman, Brookings fellow and director of strategic partnerships and global initiatives.

The pilot project will see a number of Philadelphia-area businesses, government, and civic organizations undertake a shared strategy to distinguish the region in the global marketplace. The goal is to spur trade, investment, talent, and economic relationships in the region.

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It will also serve as the next step in developing the region’s cohesive brand, an initiative started last year by the commerce department.

The global identity project will work in conjunction with tourism campaigns and will also target employees and employers.

“Philadelphia’s continued participation in the Global Cities Initiative will allow the region to examine our existing strengths and opportunities in order to develop a compelling message about who we are, that we can share with the world,” said Mayor Jim Kenney.

Read more about the project in the Philadelphia Business Journal by clicking here.

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