What Makes Lasagna Fail? Lessons for Place Identity Research

When does lasagna taste bad? When the layers contain ingredients that simply don't go together. Yet in place branding, we often see the equivalent of culinary chaos: layers of identity, storytelling, and marketing forced together in the hope that they'll make a destination more appealing—more Instagrammable, more marketable—than it actually is.

We've written before about the dangers of marketing that isn't rooted in identity. Today, we go a step further: how can you actually build a meaningful place identity? How do you cook a lasagna that makes even Michelin-starred chefs whisper, "You can taste the terroir"?

The Identity Layer

At the base lies your identity—the bedrock of any credible strategy. And in keeping with our grassroots philosophy, identity should be defined not by consultants, city councils or academicl experts, but by those with the deepest claim to ownership: the residents. Whether you use surveys, workshops, focus groups or ideation sessions, the goal is always the same: to answer the question, What do locals consider the most defining characteristics of their place?

The Projection Layer

Layer two builds on this foundation: it's the image that the place projects to the outside world. This isn't about self-perception but about output. Through which channels does your city or region communicate with the world? What narrative is being pushed—intentionally or not—through websites, brochures, social media, and stakeholder messaging?

The Perception Layer

On top sits the third layer: the perception of your place by others. What do visitors, potential tourists, outsiders, and the media think of you? What do they see as the essence of your identity? This is your perceived image—how the world receives your story.

When the Layers Align

If these three layers—self-image, projected image, and perceived image—have significant overlap in taste and texture, then you have what we call a strong reputation. You walk the talk. You deliver what you promise—and only promise what you can deliver. That's when place branding becomes reputation management, not storytelling theatre.

Mind the Narrative Gap

One of the most useful exercises is measuring the "narrative gap" between these three layers. Where do perceptions diverge? Where do they blend? What strengths do outsiders see that locals take for granted? Which assets are overestimated internally but invisible to the world? Sometimes the story you're telling may actually prevent the kind of curious, respectful visitors you want to attract.

We won't go into technical details here—methods for measuring the narrative gap depend on time, tools, and budget—but wherever we've applied this framework, it has sparked meaningful conversations among stakeholders and led to sharper strategies.

Someone once said to me, "But aren't these impressions of place subjective?" Of course they are. But by turning the subjective into the intersubjective—especially with the right tools and sufficient data—you get a first clue about which strategic path to follow.

After all, taste is personal. One may prefer spinach, another tomato. But that's no excuse for the chef. The chef must know which flavours go together—and which do not.

by FRANK CUYPERS