Purpose This paper aims to report on the insights from an international workshop entitled Co-creating place brands: sharing research insights and practical experiences towards more inclusive cities and regions hosted by the Erasmus University Rotterdam. The authors outline their collective reflection and the learnings for place branding theory and practice. Additionally, this paper discusses the need to build practitioner-scholar relationships in a co-creative style, to co-develop more inclusive models for co-creating place brands.

Design/methodology/approach The report details key learnings of a whole-day interactive workshop featuring academic and practitioner presentations and discussions around inclusive approaches to co-creating place brands. The report is structured around key emerging themes and their associated learnings.

Findings The workshop yielded six important learnings: 1) a key obstacle to co-creating place brands is that co-creation is often misunderstood among decision-makers; 2) all place stakeholders need to be taken seriously if co-creation is to shape a place’s identity and foster cohesion; 3) broad stakeholder inclusion in place branding can be problematic, but it is a necessary condition to the practice of place brand co-creation; 4) co-creating place brands requires going beyond marketing tools and deep into the levels of community life and place’s social and cultural construction; 5) co-creation at all stages of the branding process from conceptual development to performance measurement and sometimes unconsciously; 6) politics of place must be observed (this is crucial yet easily overlooked in co-creating place brands).

Originality/value The micro-format of the workshop facilitated valuable interactions between academics and practitioners, effectively blending practical, “on the ground”-knowledge with academic ideas, concepts and models. This approach not only generated key learnings with the possibility to advance the field but also highlighted important future research directions.