ABSTRACT
Complex innovation challenges, such as transforming value creation in cities or communities in the networked society, ask for whole systems approaches (WSA). While evidence on how to operationalize an integrative WSA in practice is still in its infancy, this chapter explores the role that branding can play in this regard. By applying the design approach of Imagineering to branding in Antwerp around the turn of the century, this chapter reflects on the potential of reframing the brand to reframe value creation. It presents ‘mission-oriented branding’ as a practical opportunity to ignite and enable an emergent process toward value co-production.
