Branding as a lever for resilient transformation

Abstract

The branding impulse can catalyse tourism and community’s resilience promoting the reactivation of small towns through targeted transformations of built heritage and unused building stock, social innovation initiatives, and new forms of production. It can create a more adaptive process and opportunities for networks of small villages in inner areas where tourism can merge with different work/life models. The B4R work in Sicani hills in Sicily offers a framework for the region’s development and manages to describe a path for activate “reserves of resilience” for new sustainable lifestyles. The settlement development options that the study displays can be used as a model for similar considerations in comparable regions of Europe.