Key Challenge Some community brands practically write themselves. Like when you have the world’s deepest canyon just a stone’s throw away or a gritty heritage based on musical innovation. But one of the most daunting challenges is identifying a brand based on a subtle cultural attitude....
Key Challenge Sometimes the essence of a community’s image shifts with the economic or cultural tides. In order to maintain reputation relevancy, the community’s brand representation needs to change accordingly. Such was the case with Hickory, NC. Stakeholders describe the city as the “former furniture capital...
Key Challenge Nestled on the banks of the Mighty Mississippi, Cape Girardeau, Missouri boasts a rich and fascinating history centered on the river and featuring big names like Lewis and Clark, General Ulysses S. Grant and Mark Twain. But the community was struggling with how to...
Key Challenge Although modest in population at 40,000, Columbus, Indiana is ranked a surprising fifth in the U.S. for architecturally significant cities putting it in the same company as New York City, San Francisco, Chicago and Miami. Research showed that residents are well aware - and...
Key Challenge The prestigious communities of Chicago’s North Shore are all considered extraordinarily desirable places to live. But if you’re one of the tiniest jewels in this Illinois crown, name recognition may be low amongst outsiders considering the North Shore as a place to live. Such...
Key Challenge Being a transportation hub can have huge economic advantages for a community. From a tourism perspective, however, if travelers are always heading someplace else it’s hard to engage them with your own entertainment options. Such was the case with Greater Newark, NJ. Newark is...
Key Challenge Sometimes the very nature of a place can make branding that place difficult. Take the authentic fishing village of Petersburg, Alaska. With their strong Norwegian heritage, the people of Petersburg are hardworking, modest, courageous, quiet and a bit stubborn. Combine that salty character with...
Key Challenge Green County, Wisconsin is known worldwide for its choice cheese and astounding number of master cheesemakers. And because cheese pairs perfectly with craft beer, the County also brews up a wide selection of some of the region’s finest. But while there’s not much in...
Key Challenge Virginia’s Roanoke Valley was a destination having trouble connecting. The area’s diverse assets weren’t connected in the minds of visitors. Marketing efforts weren’t connected or collaborative. The region’s name wasn’t connected to its greatest asset (the Blue Ridge Mountains and Parkway). Tourism stakeholders weren’t...
Key Challenge Spartanburg, South Carolina, started out wanting a traditional tourism campaign. But early research showed that Spartanburg’s problems went deeper than lackluster tourism. Residents believed that when it came to culture and a good time, Spartanburg was a bust. What’s the point in pursuing visitors,...