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The purpose of this paper is to demonstrate how the work of Deleuze and Guattari can help place marketers to think differently about places and place brands.

This is a conceptual paper that draws together a range of resources to develop a Deleuzoguattarian approach to place marketing.

Deleuzoguattarian thinking helps place marketers to reconceptualise places as “becomings”, which in turn encourages them to look between, beneath and beyond their usual foci. The Deleuzoguattarian spirit of critical-creativity is also noted, encouraging readers to develop the ideas presented here in new directions.

This paper expands the epistemological imagination of place marketing scholars to consider the places between their place brands, the subconscious influences beneath the surface of salience and phenomena beyond the anthroposcale of everyday experience. This enriches existing conceptualisations and extends place marketing with several new areas of enquiry that can be empirically elaborated through future research.

This paper helps place marketing practitioners to consider and respond to the flows of matter–energy that influence their place brands between, beneath and beyond their intentional management practices.

This paper develops critical schools of thought within the place marketing literature, providing some suggestions about how to develop and manage more inclusive place brands. This may also have implications for activists and others seeking societal improvements.

This paper develops a Deleuzoguattarian approach to place marketing, stimulating new lines of inquiry and experimental practices.

The role of M in the Bond films has altered radically in the modern Bond franchise – due in part to the casting of Dame Judi Dench as M. This chapter argues that M as portrayed by Dench asserts a monarch-like power and authority in her role as Bond’s commander, an authority that can be compared to that of the current monarch Queen Elizabeth II in both her real and imagined performances. It will examine how M as depicted by Dench fits into the legacy of the male M’s that came before her. It then compares the problematic relationship for both women with motherhood; their common refusal to employ emotive feminine manipulation to maintain their authority and how this authority utilises language and address. In doing so it will assert that both Dench’s M and Queen Elizabeth II put duty and their professional lives first – devoting themselves to the service of others.