This chapter considers the different placemaking strategies that small cities can employ to position themselves, and how they can build place brands to create distinction in global markets. We consider how branding and storytelling can use the DNA of the city to develop new stories and icons to attract attention and mobilize stakeholders. The city needs to tell its story – the what, how and why of the city, in order to engage people. We describe the different strategies employed by ’s-Hertogenbosch to build the Hieronymus Bosch “brand” through the story of his life and works, and how Bosch was claimed for the city. This chapter also examines strategies to generate free publicity through the development of key intangible resources.