Who is Rebranding the City?
A Brand U Lab Brand Strategy Analysis: The New York City 2025 Mayoral Primary Race
NYC’s Brand is A Living Mosaic
New York City’s brand is a dynamic tapestry of resilience, diversity, ambition, and innovation. It is the city that never sleeps, where dreams are pursued relentlessly, and cultures converge to create a unique urban symphony. From the bustling streets of Astoria and Midwood to the towering skyscrapers of Midtown and on to the sprawling Hunts Point and Tremont neighbourhoods, NYC embodies the spirit of possibility and reinvention. So, which of the current candidates vying for the mayorship embodies NYC?
What Does It Mean for a City to Have a Brand?
When we discuss branding a city, we are not referring solely to logos, taglines, or ad campaigns (though those can be a part of it). We are talking about a living, breathing story—a city’s identity, values, reputation, and promise to the people who live there and the world watching.
A Collective Identity
A city brand reflects who we are—how we show up as a collective. It is the shared narrative shaped by history, geography, people, architecture, neighbourhoods, languages, street culture, and even food carts. For New York City, that brand is one of resilience, diversity, ambition, culture, and reinvention.
A Global Promise
NYC’s brand tells the world: If you can make it here, you can make it anywhere. It carries expectations—about opportunity, freedom of expression, hustle, artistry, innovation, and a certain edge. Tourists come seeking the energy of Broadway, the freedom of street protests, and the flavour of every diaspora on a single block.
A Set of Values
Just like any brand, a city must ask: What do we stand for? Is it justice? Is it safety? Is it innovation, equity, or joy? The answers guide how policies are made, who is prioritised, and how the city reinvests in its future.
A Relationship with Its People
Cities are not brands in the top-down corporate sense—they are shaped from the bottom up by the lived experiences of the people. In NYC, officials do not create the brand—it is shaped every day by artists, immigrants, activists, entrepreneurs, elders, youth, and our home-grown corner-store philosophers.
Are The 2025 Mayoral Candidates Champions or Challengers of NYC’s Brand?
The 2025 mayoral race presents a diverse array of candidates, each offering a distinct vision for the city’s future. Let’s explore how they align with or challenge NYC’s brand identity.
Zohran Mamdani (Democratic Socialist Nominee)
Alignment with NYC’s Brand: Embodies the city’s progressive and inclusive spirit, representing a new generation seeking systemic change.
Challenges to NYC’s Brand: His policies may be perceived as radical by some, potentially unsettling the city’s financial sectors.
Jim Walden (Independent Candidate)
Alignment with NYC’s Brand: Supports the city’s values of justice and accountability.
Challenges to NYC’s Brand: May lack the political experience to navigate the city’s complex governance structures.
Eric Adams (Independent, Incumbent Mayor)
Alignment with NYC’s Brand: Represents the city’s resilience and commitment to safety.
Challenges to NYC’s Brand: His law-and-order approach may conflict with the city’s progressive movements and calls for reform.
Andrew Cuomo (Independent Candidate)
Alignment with NYC’s Brand: Brings seasoned leadership and a history of crisis management.
Challenges to NYC’s Brand: Current legal and sexual controversies may hinder his appeal to a city seeking fresh perspectives.
Curtis Sliwa (Republican Candidate)
Alignment with NYC’s Brand: Appeals to the city’s desire for safety and order.
Challenges to NYC’s Brand: His conservative stance may not resonate with the city’s diverse and progressive population.
When Leadership Shifts, So Does the Brand
Every new mayor is, in effect, a brand steward. They can amplify or dilute the city’s core identity. Their policies, tone, and symbolic choices signal what kind of city we are becoming. Do we protect our most vulnerable? Do we celebrate creativity? Do we lead with fear or hope?
That is why Brand U Lab is watching the 2025 race not just for political platforms, but for brand direction. Because the city’s brand isn’t abstract, it shows up in subway ads, in how the NYPD treats Black and Brown communities, in how cannabis dispensaries are permitted, and in whether a drag queen can read to kids at a library without backlash.
In a City Like Ours, the Brand Is a Canvas
New York City’s brand is not static. It is contested. Evolving. Improvised. It is as much about how we’re perceived as it is about who we truly are.
So in 2025, when you vote, you’re not just choosing a mayor. You’re shaping the next chapter of the NYC brand—a brand that belongs to all of us.
Brand U Lab’s Bottom Line: The Mayoral Edition
Whether you’re running a corner store or the City of New York, you have a brand—and the 2025 mayoral candidates are putting theirs on full display. NYC isn’t just a place; it’s a personality. A vibe. A relentless, ever-evolving energy. So the real question is: who’s branding with the city—and who’s branding against it?
At Brand U Lab, we believe leadership is branding in action. Its values are made visible. It’s voice, vision, and vibe, all rolled into policy, presence, and public trust. So, whether you’re a voter, a creative, or a cultural strategist, pay attention—this mayoral race is a masterclass in storytelling, positioning, and legacy.
Your city has a brand. So do you. Make yours just as bold.
As always, feel free to share your thoughts, favourite candidates, or your neighbourhood’s take in the comments. And don’t forget to like, share, and shine. We see you. We need you. And we’re rooting for you.
Until next time, stay brilliant and brand with purpose. Brooklyn loves you back. 💛
Stay tuned to Brand U Lab for more insights into how leadership shapes the brands we live in.