THE PLACE BRANDING'S CHALLENGES
The article is written about two challenges which are faces the place branding. The first challenge has a global form, because the “Overton's window” often uses in the information wars and for society's destabilization. But it can be used on the local level. The second challenge is dedicated to the specificity of the modern generations. New generations generates new economy classes, which are the main consumers and carriers of the place branding conceptions. That's why city-managers should improve the old tools and create new one for the more effective impact on the target audiences.