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Introduction

In: Public Branding and Marketing

Author

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  • Staci M. Zavattaro

    (School of Public Administration, University of Central Florida)

Abstract

When I put in a proposal for this edited volume, things seemed almost simple in the world. I proposed this book on global public branding in early 2019, meant to be a dialogue between place branding scholars and practitioners. As authors began writing chapters, and as I sit and write this introduction in late 2020, a global pandemic hit and continues to rage. COVID-19 gripped the world starting in January 2020 (more formally at the end of 2019, given the “19” in the nomenclature), causing millions to fall ill and hundreds of thousands (as of this writing in December 2020) to die. I am based in the United States, and as such have been watching the federal government and my state of Florida bungle the response – to say the least. In October 2020, members of the White House staff indeed gave up, telling people they will no longer “fight” the virus, so we just have to live with it. Florida in December 2020 hit a million confirmed virus cases and climbing. The policy response in the United States has been truly problematic and compounded by our federal structure (Kettl 2020).

Suggested Citation

  • Staci M. Zavattaro, 2021. "Introduction," Springer Books, in: Staci M. Zavattaro (ed.), Public Branding and Marketing, pages 1-4, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70505-3_1
    DOI: 10.1007/978-3-030-70505-3_1
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