According to the research findings, in spite of the existing potential, there is a lack of political understanding as well as professional determination to organize and direct the development of the cultural/creative industries. A top-down approach could be appropriate as public policy has the required means for systematic development of the sector: from gathering data to public measures which can facilitate the private sector in developing local culture and socio-economic capital. Hence, cultural policy should respond to new trends in cultural creativity and must adapt to new and emerging situations in the cultural domain. Targeting resources and using them in the creation of the city's brand should be the aim of such public policy. In a wider context, this could be an interesting reversal: the notion of ‘creative industries’, frequently connected with the ‘commercial’ side of cultural production, could in this case actually help preserve ‘authenticity’ and promote cultural and creative production specific to the location (Tomić-Koludrović and Petrić 2007: 147).