Welcome to PIM

PIM is a new framework for an innovative and sustainable Place Branding. It is created by Tendensor in cooperation with 60 Place Brand Professionals in the Nordic countries.

PIM is free to use for anyone and the network of PIM users is growing. Tendensor provides the training and support you need (payed services). Welcome to get to know PIM and feel free to adapt it your local conditions.


Per Ekman
Founder & CEO
Tendensor, Sweden

Why PIM?

PIM is built on the experiences from Place Branding teams and professionals in Nordic cities and regions. Success factors and obstacles have been carefully mapped.

Two insights can be pointed out. First, Place Branding is today seen as a vital tool for transformation and for building trustful relations to a wide range of place audiences. Secondly, Place Branding often fails due to campain oriented approaches and a lack of dedicated leadership support.

PIM is based on these two insights. It is embracing the idea of a place ecosystem of free actors who can co-create the place’s brand values. Hence, there is a need for a new way of leading Place Branding that better captures engagement and creates coordinated action across the place ecosystem.

The Nordic Lights project

PIM is based on the findings of the Nordic Lights project involving 17 Nordic cities and regions. The aim of the project was to pave the way for the future of Nordic Place Branding in times of innovation and change.

The PIM setup

PIM requires a set of roles – partnership, team and master – in order to build a cross-ecosystem involvement in Place Branding. The three roles can be established independently from how the organisational structure of the place looks like today.

The most important cornerstone is the PIM Team. A cross-functional team that masters the three capabilities think-feel-do and offers brand support to leaders and teams in all sectors. They are legitimised and financially supported by the PIM Partnership.

Through the PIM setup, a brand orientation of the whole ecosystem can be strived for. This replaces the old idea of assigning Place Branding to a single actor like a DMO.

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The PIM Partnership

The backbone of the Place Branding ecosystem – an alliance of key stakeholers that sets the overall goals and secures a longterm commitment.

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The PIM Team

A cross-functional operative team that serves as the hub of PIM. The team supports leaders and teams around the ecosystem with brand insights and tools.

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The PIM Master

The PIM Master is the coordinator of the PIM team. He/she creates trust and a sense of urgency as well as engagement in Place Brand initiatives.

Full role descriptions and practical how-to guides are provided in the PIM handbook.

The PIM Capabilities

Too often, Place Branding has been described as a linear process. It is rarely true, and it does not match the new demands for an agile performance in times of innovation and change.

Instead, places must invest in a range of strategic capabilities that can be used continously. In the PIM framework, these capabilities are categorized as Think, Feel and Do. Together, they build a foundation for an agile and yet sustainable Place Branding.

The PIM team can cooperate with other teams and experts in order to master the three capabilities. They must be capable of working proactively (taking initiatives) and as well as catching external opportunities that arise.


An in-depth understanding of people, place and trends. To transform the insights into action and brand communication.


To build trustful relations to citizens and other target groups. To create a credible and involving dialogue and brand communication.


To create the total place experience. To build a capacity to attract and welcome target audiences and to nurture innovation.

A wide range of Think-Feel-Do concepts and tools are provided in the PIM handbook.

PIM Brand Identity

PIM Brand Identity is a continuous explorative process of clearifying the unique character and values of the place. In PIM, an explore-define-express approach is proposed to manage and re-orientate the brand identity over time.

Furthermore, five dimensions are introduced that together will help you form a progressive and at the same time authentic Place Brand, inspired from Nordic, change oriented Place Branding.

The PIM Brand Identity is in the hands of the PIM Team. The team actively involves citizens and businesses in building and communicating the brand story.

  • The narrative

    Where do we come from? What future do we want to create?

  • The global contribution

    What is our role in the world? How do we contribute to the global community?

  • Human values

    What do we value? How do we connect to a greater good?

  • Culture & Lifestyle

    What characterises the local way of life? What is the sense of place?

  • Authentic Expression

    What does the place feel and smell like? How to we connect in an open and honest way?

PIM Training & Consulting

Tendensor offers full training and support for organisations, teams and individuals who are interested in the PIM framework. Both online and on customer’s location.

A range of services have been created to make it easy for cities and regions to find the suitable starting point of their PIM journey. If you have special requests, please let us know.

The PIM Workshop

A kick-start for teams who want to explore the PIM framework and its opportunities.

The workshop is given on customers location for smaller and larger groups. It can also be arranged online.


PIM Team Training

For teams who want to aquire the skills needed for mastering PIM and its tools.

Online sessions and coaching is combined with workshop on customers location.


PIM Master Training

Now open for registration. The course is available online with an physical meetup as an option.

The PIM Master Training is designed for you with experience from the field of Place Branding.


PIM Audit & Takeoff

For cities and regions who are serious about their PIM engagement.

The Audit & Takeoff will be result in a clear roadmap for implementing the framework in your ecosystem.


About Tendensor

Tendensor is a Swedish consultant agency focusing on how places can create attractiveness and build a capacity to innovate. We see places as ecosystems of free actors with a potential to co-create. Tendensor’s clients are leaders and teams responsable for developing cities, regions, innovation hubs and tourist destinations.

Tendensor arranges forefront innovation and benchmarking projects (with partners) in order to find tomorrow’s tools for Place Management. For example, the innovative frameworks Talent Attraction Management (TAM) och Business Attraction Management (BAM) (Nordic Place Academy) are today widely used both in the Nordic countries and around the world)


Per Ekman

Founder & CEO Tendensor

Since 2003, Per Ekman is a trusted consultant, speaker and trainer in the field of place development, place branding and change management. Over 1000 place leaders have been trained by Per over the years.

Per (age 50) lives in Kalmar on the East Coast of Sweden with his wife and two teenage sons. His personal interests are triathlon, city travels, litterature and digital media.