Branding4Resilience: Explorative and Collaborative Approaches for Inner Territories

Abstract

This article analyzes inner and marginal territories in four Italian peripheral contexts by first discussing some of the results and future steps of the “B4R Branding4Resilience” research project, funded by the Italian Ministry of Research from 2020 to 2023. The overall research is based on three phases: (1) the exploration phase to analyze socio-economic data and territorial dynamics; (2) the co-design phase involving local actors to develop ideas for a selected pilot case; (3) the co-visioning phase where a future transformative perspective for the whole area was shared with the institutions. The article focuses on phase 1 and presents some first results achieved by the application of a methodological approach based on the integration of different qualitative and quantitative tools and methods. The results outline the exploration of the four selected territories through data analyses and mapping, perceptive-narrative explorations, field research, and explorative designs. The concept of peripherality is addressed in a critical way, trying to go beyond standardized definitions, including interdisciplinarity as an essential tool for territorial enhancement and branding. The main interpretation findings not only outline possible strategies and actions for the four analyzed inner territories, but also foster the application of the proposed methodological approach in other complex socio-economic contexts.