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Expert on creation of city brand for Minsk

Natasha Grand, a representative of UK-based identity think tank Instid, spoke on Tuesday about efforts to create a city brand for Minsk.

"We are not looking for one symbol - the National Library or Trayetskaye Pradmestse - we are expressing the spirit of Minsk, something that is inherent in all Minsk residents - the way they work, speak, treat other people and the world," the expert said.

Ms. Grand said that the city authorities had provided 300 million rubels for the project. "Since we hold the opinion that the brand must be the product of joint efforts, including by city businesspeople, it's important to us to attract partners," she said.

People in Minsk do not completely understand what the city means to them and projects have been launched to identify the "music of Minsk, the script of Minsk, the colors of Minsk, the street food of Minsk, the children's projects of Minsk" and other aspects, according to Ms. Grand. "These projects are run by volunteers from among Minsk residents. Businesspeople will join in later," she said.