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).