Civic Brands pitches ‘1 Keystone’ strategy and audience test approach

Ryan Short, co‑founder of Civic Brands, framed the firm’s approach as a triple‑bottom‑line marketing strategy—people, place, profit—designed to protect residents while improving visitor distribution. "Too often, destination branding is purely just about marketing external audiences... the book and our approach and philosophy is really about taking a triple bottom line," Short said, outlining the firm’s emphasis on balancing resident benefit with visitor appeal.