Your hidden brand collateral

Cities can be brands. Paris is the city of Romance. Rome, the Eternal City. Milan, the powerhouse of Italian fashion. London, financial and fashion centre of Europe.

I've been spending a few days over the other side of the Atlantic, in Toronto. Toronto is a strange city. If you Google it, you'll find that it seems to be known primarily for being 'Big'. Montreal is known for comedy, Quebec for its 'frenchness', Vancouver for its climate and landscape, as well as the growing biotech, film and IT industry there. But Toronto seems to lack a brand of its own - about the strongest reference I could find to it online was that it is 'Canada's biggest city' (according to Wikipedia).