The identity of the insular territories is generally built from top-down and "institutionalized" political logics. However, in the challenge for differentiation between territories and in particular islands, these approaches have their limits. It now seems necessary to give a broader scope to territorial marketing by questioning itself in the following way (Meyronin, 2015): "how to make (...) my territory, a beautiful and desirable thing and history for those who live there and for those whom I wish to seduce and attract? ». It thus appears necessary to coordinate external economic and tourism development issues with local territorial issues, by identifying cultural resources as understood by cultural rights: "The rights of a person, alone or in common, to choose and express his or her identity, to access cultural references, as well as all the resources that are necessary" (Meyer-Bish, 2010, p. 6). Thus, to deploy a renewed island territorial marketing, it would be a question of implementing participatory projects and methodologies to meet the following challenges: How to create a common culture? How to promote citizen tourism? How to reveal the identities involved? Our research proposes to analyse the challenges of this "reverse" territorial marketing. In an exploratory phase of the research process, the aim will be to analyse the representations in order to enhance their capacity to generate new sources of differentiation of the island territory. How can the island's website, particularly the home page, as place of digital expression of the desired identity contribute to a renewed imagination, excitment and to enhance positive behaviors? What is the contribution of the aesthetic dimensions of cognitive designs versus relational, experiential and emotional designs? We present the results of an exploratory study of two islands in Brittany conducted through a qualitative and a quantitative approach (20 residents; 200 potential visitors). References Meyer-Bisch (2010), Déclarer les droits culturels. Commentaire de la Déclaration de Fribourg. Zurich, Bruxelles, Schulthess, Bruylant. Meyronin B. (2015), Marketing territorial - Enjeux et pratiques – Éditions Vuiber