Brand & New Podcast
From Heritage to Innovation: How London Sustains Its Global Brand
Published: September 29, 2025
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Guests
Konrad Jagodzinski Place Branding Director at Brand Finance United Kingdom
Tracy Halliwell MBE Director of Tourism, Conventions & Major Events - London & Partners United Kingdom
London continues to be recognized as the world’s leading city brand, topping the Brand Finance Global City Index for two consecutive years. But what does it mean for a city to be a “brand,” and what factors contribute to London’s enduring global appeal?
In this episode of Brand & New, we explore how London has built and sustained its reputation as a destination admired worldwide for all the right reasons: its dynamic business environment, its rich cultural heritage, its academic and scientific excellence, and its ability to innovate and adapt. And as INTA gets set to head to London for its 2026 Annual Meeting, we ask what lessons other cities and global businesses can learn from London’s example.
We are joined by two distinguished voices, Konrad Jagodzinski, Place Branding Director at Brand Finance, and Tracy Halliwell MBE, Director of Tourism, Conventions, and Major Events at London & Partners. Together, they discuss how London continues to thrive as a global brand and why its blend of commerce, culture, and creativity keeps it at the top of the world stage.
This episode of Brand & New is hosted by Willard Knox.
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About Brand & New
Our hosts discuss compelling business and legal topics relating to intellectual property, innovation, technology, and change with an international roster of influential experts and industry visionaries.
Brand & New guests contribute to this podcast in their personal capacity, and the opinions expressed (or experiences shared) are their own. They do not purport to reflect the views or opinions of INTA or our members.
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