On 19th of May, Robbert Nesselaar gave a full-day guest lecture at IULM University of Languages and Communication in Milan, Italy. The class: students following a Master’s degree in Social, Political and Institutional Communication. City branding (including story telling) is one of the topics in this Master. The morning session included a theoretical framework, major principles, including tips on strategic decision making in city marketing. After lunch, the students applied this information, working on concrete cases. One of the topics was on city marketing and sustainability: how can cities, like Milan, excel in certain issues around ‘sustainability’, a topic crucial and a bit ‘worn-out’ at the same time. Using the criteria of relevance, distinctiveness, credibility, students came up with creative ideas. It was a great day of knowledge exchange and lively interaction. It was a pleasant second visit to IULM: in 2015, Robbert Nesselaar also gave a guest lecture at IULM University, when he was also involved in the Brand Milano project.