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This paper aims to address what it means to brand a city as “smart”. In other words, what ideas, understandings and actions are mobilized by the discourse of smart cities in a particular context.

Taking a brand interpretive approach, this paper uses deconstructive criticism to understand the performativity of smart cities within the Brazilian Charter for Smart Cities and to expose hegemonic power structures and the various colonizations that disenfranchise consumers and citizens of the Global South.

This paper finds that the branding of smart cities within the Brazilian Charter for Smart Cities is largely performative and rhetorical in nature. The authors identify those dimensions of the smart city that are materialized by this branding performance. For example, the authors identify how the Charter calls forth issues around technological solutionism, sustainability and social inclusion. At the same time, the analysis draws attention to the dimensions of smart cities that are disguised by such performances.

The implications of the work suggest that the authors need to understand the designation “smart city” as a branding performance. More research is required in context to determine in exactly what ways smart city projects are being implemented.

Rather than adhering only to the rhetoric of smartness, cities have to work hard to make smartness a reality – a smartness constructed not just on technical solutions but also on human solutions. That is, the complexity of urban issues that are apparently addressed in the move to smartness demand more than a technological fix.

The research offers a novel lens through which to view smart cities.