Losing and restoring a place's identity: an historical analysis of Colchester's place brand through the lens of the useable past

This article examines the changeable useability of heritage sites within place branding. This case study of Colchester provides a longitudinal historical analysis of the impact of post-war modernity to recent ideals of pride in place and shows how the useability of historical sites changes. Colchester saw the destruction of much of its historic landscape but has now reengaged with heritage as it continues to rebrand itself as an historic urban environment. Through an historical analysis, this article shows how themes of paternalism and collaboration have impacted the use of heritage in how they present themselves to residents and visitors. The analysis follows the themes of the useable past theory to explore how it can be applied to heritage and urban studies. An understanding of the useability of heritage creates more opportunities for collaboration within urban environments, local authorities, and communities.