While cities increasingly want to become “positive” territorial brands (and undertake radical action plans like companies on key sustainable development issues, even going so far as to estimate the financial value of their territorial brand), we see a growing number of brands which place proximity at the heart of their strategy, whether it involves putting job creation and local contribution at the heart of the brand’s and economic model’s raison d’être, turning the brand’s places (shops, restaurants…) into “community hubs” where they alternate commercial and free activities and bring local residents together, or even investing to finance permanent or temporary qualitative developments of the urban area, which provide added soul or quality of life for the inhabitants. This reinvention of proximity marketing is the unique opportunity for brands to show their social responsibility and their engagement to cities and their inhabitants in accordance with their raison d’être.