Correspondence: Myfanwy Trueman, Bradford University School of Management, Emm Lane, Bradford BD9 4JL, UK. Tel: +44 (0) 1274 234384; Fax: +44 (0) 1274 234355; e-mail: mtrueman@bradford.ac.uk

¹lectures on innovation and marketing at Bradford University School of Management. Her research examines how design and visual evidence of change can enhance city brands. This work is grounded upon a series of ongoing projects with the local business community and Bradford's landscape planning department. Previous work examines how design can add brand value and reduce risk in new product development. She has published in journals such as Long Range Planning, Product Innovation Management, Corporate Communications, Design Studies and World Class Design to Manufacture.

²is Founder owner and Director of a consultancy specialising in the relationship of business strategy with sustainable development and the environment. She has experience in business development, innovation and associated business strategies ranging from SMEs to medium-sized PLCs and international companies. Her research interests centre on the implications of environmental sustainability and associated strategies for the long-term viability of businesses.

³is Reader in Management at Brunel Business School (BBS), Brunel University, where she is Director of the Centre for Research into Emotion Work (CREW) and Head of the Organizational Behaviour and Employment Relations Research group. She was previously Senior Honorary Research Fellow, Kings College Hospital Medical School, and Visiting Professor in Organisational Behaviour, the Faculty of Management at McGill University. A Chartered Psychologist, Dr Cornelius has published and has forthcoming publications in journals such as Organization, Human Resource Management, Journal of Business Ethics, Critical Perspectives in Accounting, Philosophy of Management, Organizational Change and Learning, Business Ethics: a European Review and Women in Management Review. Her work has appeared in numerous national and international conference proceedings, as well as books and book chapters. Her research interests include identity work and identity management, fairness and ethics at work, emotion and reason and organisational change and learning.

Received 4 September 2007; Revised 4 September 2007.

Abstract

The concept of a creative city as a basis for economic regeneration is relatively new. Few have related this notion to post industrial cities with a negative brand perception. In this context, we contend that city planners should acknowledge the unique characteristics of each neighbourhood, and encourage local communities, however diverse, to take part in regeneration projects and ownership of the brand. This paper reviews the existing literature about creativity and branding for cities, and explores possibilities for the Manningham district of Bradford, UK. It identifies 12 dimensions of creativity that may contribute towards brand regeneration, as well as the procedure for change in terms of 'trigger', 'resources', 'process' and 'control'. Finally, the potential for urban regeneration is examined, where creative aspects of diversity, ethnicity and demographics in each neighbourhood can add perceived value to the brand, as well as a sense of wellbeing.