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This paper aims to investigate place marketing and branding at the micro-place scale through the case study of St Christopher’s Place in London (UK). This study illustrates the distinctive differences of micro-place marketing, in comparison to city and country levels.

An exploratory case study was conducted through a sequential mixed methods approach involving direct observation, semi-structured interviews, questionnaires and social media analysis. Analysis of data was performed by using thematic analysis and triangulation of quantitative measures collected through the questionnaire and social media analysis.

Analysis of data illustrated noticeable differences of place management at the micro-place level compared to city or country scale of place marketing and branding. The function of emotional marketing leading to value co-creation is more effective at this level, establishing close and personal ties between occupiers and customers. Yet, measurement of micro-place marketing and branding value creation is difficult to achieve.

This study draws attention to the unique value and benefits of place branding at smaller spatial scales. Findings contribute to the place micro-brand concept by adding knowledge of micro-places through place management activities comparing them with city and country scales, and emotional marketing value co-creation practices, including challenges relating to measurement.

In 1983, democratic elections ended a seven‐year military dictatorship in Argentina, bringing the end of a violent military dictatorship and its campaign to eliminate what it labelled ‘subversive elements’ within Argentine society. Alongside the regime’s human victims, information and archives also suffered severely. Document raids of social organisations were common, and the military junta worked to actively destroy any records it deemed threatening or simply inappropriate. When civilians returned to power, they moved to initiate wide‐spread educational reforms, many of which focused on the development of libraries and archives. This article examines information repositories ‐ archives, libraries, and museums ‐ as small organisations and institutions empowered by the new civilian administration to emerge as prominent players in Argentina’s democratic transition.