REFERENCE: Leeds branding
"The brand carried the slogan â??Leeds. Live It. Love Itâ??. In developing this identity, the local branding and communications group entitled An Agency Called England undertook a survey of Leeds residents to discern, if the city was a person, what kind of person that would be. As if to underline the consumeristic bias of its launch, the â??researchâ?? that came back was that Leeds would be â??a young male, friendly, your best friend, a really nice person to know, an ambitious person, living in a trendy apartment, driving a Volkswagen Golf GTiâ?? (Scott 2005)."
â?? 'Brands and Branding Geographies', edited by Andy Pike