How do you tell a story about a place that few people identify with and a new governance structure they have never heard of? The short answer? You don't – they do.
The place in question is the East Midlands. Unlike, say, Yorkshire or the North-East, it does not have a strong, overall regional cultural identity that binds people together. There is no one dominant community or brand. It is characterised by polycentricity and, over the years, its boundaries have been a moving feast according to different government initiatives – with post-war government economic planning where the ‘East Midlands' story effectively started.
