It is well known that management concepts tend to spread from corporate to public organizations. Branding is an example of such a concept, with suggestions that it can address not only economic but also social issues, often referred to as “inclusive branding.” This ethnographic study explores how branding is received and spreads in a Swedish city, and analyzes efforts to use branding to tackle inequality and segregation. Our findings reveal that the initial focus on social problems was glossed over in favor of following corporate branding ideals, but also that city communicators expressed critique, confusion, and doubt regarding the relevance of branding to their work. Surprisingly, this did not slow down but rather energized the branding process. Through an interactionist analysis, we suggest that rather than addressing social problems, branding in cities may give rise to an Eigendynamik, signifying a self-energizing inner dynamic fueled by a tension between “frames,” specifically between the branding frame and the civic frame of the city. This theorization lays the groundwork for contributions to the understanding of inclusive branding: it can start with good intentions to address civic issues but may get swept up in corporate branding concepts and activities that are ill equipped to deal with social issues. More generally, complementing established notions of translation and colonization, our study provides a novel understanding of how management concepts migrate from corporate to public organizations through what we call frame-induced Eigendynamik. Overall, we contribute by shedding light on the role of self-energizing processes as reasons why organizational members engage with management concepts even when they struggle to see their relevance to their work.