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Over the last 15 years, the island of Lundy has become increasingly associated with important conservation projects, particularly in regards to its biodiversity. At the same time, the island's appeal continues to be channeled through a wellworn discourse of 'untouched', 'unspoiled' islandness - or a generic charm that is popularly attributed to small islands (Grydehoj, 2008). This article shows that this perception is highly misplaced, and fails to take stock of the considerable effort that goes into managing Lundy. If anything, Lundy's growing profile constitutes effective place branding (Anholt, 2008), whereby various stakeholders strive towards a cohesive and coherent strategy. This article considers the history of Lundy as well as decisions made by seminal individuals and organisations, particularly the Landmark Trust, and shows that Lundy's management carefully acknowledges tourism opportunities and environmentalist objectives. The Lundy brand is thus an ideal example of small-island branding in the 21st Century as its marketing both acknowledges and incorporates principles of sustainable development [ABSTRACT FROM AUTHOR]