"So, places of the world: Differentiate, brand or die." I came across this cheery directive in Air Canada's enRoute magazine on a recent trip from Toronto to HK and managed to while away time pondering the question, "what exactly is Toronto's brand?" Does "You Belong Here" really capture all that this city is or is the challenge greater than that? Are we a city deserving of a brand? In a world where finite tourism and investment dollars flow freely what do we have that is worth "buying"? What do you think Toronto's brand is?