The term "location branding" is becoming a hot topic in Chinese political communication. This is because in Chinese society, city municipals play a decisive role in political, economic and cultural activities. The purpose of location branding is to provide the political platform of all government-driven activities from investment decisions, urban planning to cultural celebrations and media tonality.

Most city marketers recognize that there are not that many choices for branding a great city. Naturally, places are copying each other to become "the best city to live in China" or "the most attractive Chinese Business District to invest in." It is no longer easy to find a position that is "uniquely me" for cities.

"Chineseness" is a clichéd topic now with the recent economic boom, but Shipai, located close to Hong Kong and renowned for its incense sold to the royal family of the Qing Dynasty, tells the story in a unique fashion by branding itself as the "Town of China." While most other brands claim to be "authentically Chinese," the town of Shipai presents Chineseness as something more real and attractive to its people and the world beyond—by creating an innovative experience out of the Chinese traditions through modern services that every Chinese person desires. This is a radical departure from its reputation, in recent years, as a place that offers cheap labor to outsourcing factories.

Today, Shipai cares for immigrants. In general, the Chinese are hospitable to guests. But because newcomers are competing for jobs with locals, immigration workers do not receive social welfare benefits in most Chinese towns and cities. Shipai is an exception. The town generously offers housing for immigration workers to rent, while elsewhere, there are barriers to rent even regular properties.

Shipai has demonstrated an open attitude while playing up Chineseness. Inspired by the Christmas business in the West, Shipai is actively changing the Chinese New Year into commercial opportunities by showing people more alternatives to family gatherings. Also, to the local people's delight, the town has four days off. This is another good excuse for people to spend a little more and enjoy life. In my view, Shipai is the maverick of Chineseness.

As a result, Shipai has recently become a media sensation in China and a model for other cities that are anxious to ascend from the bottom of the industrial pyramid. The town's officials are quoted in headlines across most major national media. As the Chinese have become proud of who they are and what they can achieve, Shipai's efforts become particularly profound.

From a branding perspective, Shipai offers an important lesson: When local brands build their promises upon traditional values, creative minds can rejuvenate traditions in a significant way. I'm looking forward to seeing even more creativity in the exploration of traditions.

Holly Shi is a senior strategist for the Siegel+Gale Beijing office.